Never say never
Never say Never is a Barcelona-based sports and entertainment agency, co-founded by Andrés Iniesta, that provides integrated event organization, talent representation, brand partnership activation, and content production services to global brands, football clubs, and entertainment companies across offices in Europe, Asia, LATAM, and the Middle East.
- Company typePrivate
- Founded2018
- HeadquartersBarcelona, Spain
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Never say never does
Never say Never (legal entity: INTERNATIONAL COMMERCIALIZATION OF SPORTS RIGHTS SPAIN, S.L.) is a privately held sports and entertainment agency incorporated in 2018 in Barcelona, Spain, and co-founded by World Cup champion Andrés Iniesta. The company operates as a full-service agency offering four integrated service lines: football management and talent representation, exhibition match and event organization, brand partnership activation, and audiovisual content production. NSN targets three primary customer segments — global brands seeking authentic audience connections through sports properties (e.g., FC Barcelona, Inter Miami CF, Sony Pictures, Nike, TP Vision, Avery Dennison), professional football players and talents seeking representation, and entertainment/media companies requiring content production and live event execution.
The company has no proprietary technology platform, public API, or software product; it operates as a relationship- and execution-driven professional services firm with global delivery capability across offices in Barcelona (HQ), Tokyo, Mexico City, and Ras Al Khaimah (UAE). NSN generates revenue through project-based agency fees, event management and sponsorship coordination, talent endorsement commissions, and a growing portfolio of owned ventures that includes the Iniesta Academy (youth football development with 3,500+ alumni across five years), four football clubs (Atlético Paso, Yokohama YSCC, FC Helsingør, Muchachos FC in Kings League Americas), and consumer brands Guava (cycling), Vicio, Mikakus, Capitten, Bianco, and 2Playbook (sports media).
NSN's commercial footprint is demonstrated by marquee event executions including the first-ever El Clásico in Tokyo at Ajinomoto Stadium (45,000 spectators sold-out, 250M media impressions across 75 countries), Inter Miami CF's Americas Preseason Tour across Peru, Honduras, and Panama (100,000+ spectators, 20+ sponsors), a 50,900-spectator national team match at Azteca Stadium, and Legends Clásico matches in Costa Rica and Mexico (30,000+ fans). The business combines sports IP rights commercialization with entertainment production under a B2B enterprise sales model with customized, quote-based pricing.
Never say never firmographics
Firmographics- Name
- Never say never
- Legal name
- INTERNATIONAL COMMERCIALIZATION OF SPORTS RIGHTS SPAIN, S.L.
- Website
- https://wearensn.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Never say Never is a Barcelona-based sports and entertainment agency, co-founded by Andrés Iniesta, that provides integrated event organization, talent representation, brand partnership activation, and content production services to global brands, football clubs, and entertainment companies across offices in Europe, Asia, LATAM, and the Middle East.
- Ownership category
- akta.pro rank
Never say never industry classification
Industry- Product category
- Sports & Entertainment Agency
- NAICS
- Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Sports Teams and Clubs (711211), Advertising Agencies (541810)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- NIL Representation & Compliance Services (Student-Athletes) (MPAKAMAE)
Keywords
Where Never say never is headquartered
LocationHeadquarters
- HQ city
- Barcelona
- HQ country
- Spain
- HQ region
- Europe
Offices4 records
Markets served
Never say never business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Agency and Consulting Services: Professional services including 360-degree marketing strategy, partnership activation, brand consulting, and management consulting for sports properties and talents.
- Event Organization and Production: Organizing and producing exhibition matches, music festivals, sports events, and branded entertainment experiences. Revenue generated through event management fees and sponsorship coordination.
- Audiovisual and Content Production: Production of documentaries, TV programs, branded content, and promotional materials for OTT platforms and brand campaigns.
- Talent Representation and Endorsement Deals: Management and promotion of football talents and sports figures, connecting them with brands for endorsement and marketing opportunities.
- Ventures and Property Ownership: NSN owns and operates ventures including Iniesta Academy (youth football development), and has ownership stakes in clubs like Muchachos FC, Atlético Paso, Yokohama YSCC, and FC Helsingør.
Go-to-market motion2 records
Distribution channels1 record
Marketing channels6 records
Never say never product offering
Product offeringCore offering
Never Say Never (NSN) is a sports and entertainment agency founded in 2018 that delivers integrated services including football talent representation, organization of exhibition matches and live experiences, brand partnership activation linking global brands with elite athletes, and audiovisual content and documentary production. Operating from offices in Barcelona, Tokyo, Mexico City, and RAK (UAE), the firm manages an ecosystem of football clubs, youth academies, consumer brands, and media ventures built around its founder's network.
Product overview
NSN operates as a sports and entertainment agency co-founded by Andrés Iniesta, offering integrated services across four main areas: Football Management & Talent Representation (identifying players, nurturing talents, managing transfers), Exhibition Matches & Event Organization (friendly matches, legends games, international tours), Brand Partnership Activation (360-degree marketing, brand campaigns, sponsorship activation), and Content Production (documentaries, branded content, live events). The company also manages a ventures portfolio including Iniesta Academy (youth football development), Guava (cycling brand), and various sports properties. The business model combines sports expertise with entertainment production capabilities to connect brands and audiences globally.
Differentiator
Problem solved
Functional benefit
Products and services
- Football Talent Representation Career management, contract negotiation, image rights and endorsement deal-making for professional football players and elite athletes. Target customers are professional athletes and the brands seeking to engage them.
- Exhibition Matches & Event Organization Planning, staging, and commercialization of exhibition football matches and large-scale live sporting events for clubs, federations, sponsors, and host venues across multiple geographies.
- Brand Partnership Activation Connecting global brands with football talent, clubs, and sports IP to design and execute sponsorship, ambassador, and co-branded marketing campaigns. Target customers are multinational marketing and brand teams.
- Content & Documentary Production Audiovisual production of documentaries, branded content, and editorial pieces featuring NSN's athletes, clubs, and partners for distribution to broadcasters and streaming platforms.
- Live Experiences Production End-to-end production of large-scale fan events, hospitalities, and experiential activations tied to football fixtures and entertainment properties.
- Iniesta Academy Youth football training program branded under Andrés Iniesta, offering methodology-based coaching camps and academies for young players and families worldwide.
- BTalent Star Partnership service platform connecting brands with emerging and established sports talent for endorsements and commercial collaborations.
Quantifiable outcome
- 116,000 fans brought together through Inter Miami's dream tour
- +6 more outcomes
Companies that use Never say never
Customer profileNamed customers15 records
Segments4 records
Ideal customer profiles3 records
Never say never technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Never say never partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core, flagship and minor.
- MonmediacoreBarcelona-based production company partnered with NSN for co-production of educational audiovisual projects like 'Gemites' on EVA/3Cat platform, combining NSN's large-format storytelling with Monmedia's educational content expertise.
- Carcelén ManagementcoreStrategic alliance to connect entertainment industry talents with leading brands. NSN provides communication strategy, audiovisual content production, and commercial team consolidation for talents including Dani Rovira, Ana Fernández, Cristina Castaño, and Fernando Tejero.
- Stoneweg Places & ExperiencesflagshipOngoing collaboration with Stoneweg Places & Experiences for organizing major sports events including Inter Miami CF preseason tours and Legends matches between FC Barcelona and Real Madrid. Collaborated for second consecutive year managing multiple international matches.
- Hakuhodo DY Media PartnerscoreJapanese advertising and media company collaboration for bringing Inter Miami to Japan and organizing matches in Japan, working with NSN as local partner for execution.
- FC BarcelonaflagshipLong-standing relationship with FC Barcelona for organizing exhibition matches, legends games, women's team tours, and various activation campaigns including El Clásico in Tokyo.
- LALIGAcorePartnership for activating LALIGA brand agreements and organizing events featuring LALIGA clubs internationally, including Legends matches and exhibition games.
- RakutencoreSponsor and partner for major events including FC Barcelona vs Vissel Kobe match and Legends events in Japan.
- Sevilla FCminorOrganized Sevilla FC preseason tour in Japan with matches against Consadole Sapporo and Sagan Tosu.
- Kings League AmericasminorNSN provides consulting and management support for Muchachos FC, a Kings League Americas club headed by Jero Freixas.
- Vissel KobecoreOngoing collaboration for organizing matches between Vissel Kobe and international clubs including FC Barcelona and Inter Miami, leveraging Andrés Iniesta's connection to the club.
- Editorial EspasaminorPublisher partnership for 'La mente también juega' book by Andrés Iniesta on mental health in elite football, an original NSN production.
- TourSpainminorSpanish tourism entity collaborating as sponsor for events in Japan including FC Barcelona vs Vissel Kobe match.
- Agencia Catalana de TurismominorCatalan tourism agency as sponsor for international events promoting Catalonia through football.
Scale indicators10 records
Never say never competitors and assessment
Company assessmentDirect peers
- Promoesport: Spain-based sports marketing agency focused on football talent representation, brand activation and event organization — a near-twin of NSN in size and Iberian market focus.
- Wasserman Media Group: Large global sports marketing and talent representation agency that, like NSN, combines athlete management, brand consulting, and event/experience activation. Wasserman is the closest scaled analogue to NSN's integrated agency + talent model.
- Gestifute: Portugal-based football player agency founded by Jorge Mendes, the dominant European football talent representative. Closely comparable to NSN on the footballer-representation and transfer-side of the business.
- Base Management: Football-specialist management and representation firm active across Europe and LATAM. Comparable to NSN on athlete representation and image-rights commercialization, particularly relevant given NSN's Spanish and Mexico City footprint.
- Relativity Sports: US-based sports talent and marketing agency combining athlete representation, brand partnerships and content production. Closely comparable to NSN's integrated agency + content offering in the football and adjacent categories.
- Octagon: IPG-owned global sports marketing agency operating in sponsorship activation, athlete & talent representation and event production, mirroring NSN's core service stack across major sports brands and federations.
Regional players
- Stellar (Brasil): Leading Brazilian football player representation and marketing agency. Comparable on the athlete-representation model but primarily operating in the Portuguese-speaking LATAM market that overlaps with NSN's Mexico City hub.
Broad incumbents
- IMG (Endeavor): Long-established global sports and entertainment platform covering events, licensing, athlete representation and brand partnerships. Operates at materially larger scale than NSN across similar service lines.
- Creative Artists Agency (CAA): Hollywood-rooted talent agency with a sizable sports division spanning athlete representation, brand endorsements, content and live events — directly comparable to NSN's athlete-and-entertainment crossover.
- UTA (United Talent Agency): Major talent and entertainment agency with a growing sports practice spanning athlete representation, brand deals, and event/IP production. Operates at larger scale across the same content-plus-talent intersection NSN targets.
Market position
Strengths5 records
Weaknesses5 records
Key risks7 records
Key highlights7 records
Customer concentration
Never say never social profiles
Digital presenceNever say never financial estimates
Financial estimateRevenue estimate
Valuation estimate
Never say never leadership team
Management profileNumber of profiles
Profiles5 records
Never say never subsidiaries and ownership
Company hierarchySubsidiaries11 records
Never say never funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Never say never M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Never say never
What does Never say never do?
Never Say Never (NSN) is a sports and entertainment agency founded in 2018 that delivers integrated services including football talent representation, organization of exhibition matches and live experiences, brand partnership activation linking global brands with elite athletes, and audiovisual content and documentary production. Operating from offices in Barcelona, Tokyo, Mexico City, and RAK (UAE), the firm manages an ecosystem of football clubs, youth academies, consumer brands, and media ventures built around its founder's network.
Is Never say never a public or private company?
Never say never is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Never say never founded?
Never say never was founded in 2018. It employs 11 to 50 people.
Where is Never say never based?
Never say never is headquartered in Barcelona, Spain, in the Europe region.
How does Never say never make money?
Five revenue lines are on record. Agency and Consulting Services are the primary driver. The others are event Organization and Production, audiovisual and Content Production, talent Representation and Endorsement Deals and ventures and Property Ownership.
Who are Never say never's main competitors?
Direct peers on record are Promoesport, Wasserman Media Group, Gestifute, Base Management, Relativity Sports and Octagon. Stellar (Brasil) is listed as a regional player. Broad incumbents are IMG (Endeavor), Creative Artists Agency (CAA) and UTA (United Talent Agency).
Does Never say never have an API?
No public API is recorded for Never say never.
What industry is Never say never in?
Never say never's product category is Sports & Entertainment Agency. Its primary akta.pro industry code is MPAKAMAE, NIL Representation & Compliance Services (Student-Athletes). Its NAICS code is 7114 and its SIC code is 7997.