HMA

What HMA does

HMA Media (HMA) is a creator-first digital agency operating at the intersection of media, talent representation, and brand consulting. The company operates three integrated business lines: a Sports Network of 250+ shows across every major U.S. sports market with 70M+ monthly views; Creator Collectives, an in-house original-IP slate of 15+ franchise-specific roundtable programs covering the NFL, NBA, MLB, and college sports; and Talent Management, representing creators across sports, lifestyle, comedy, fitness, gaming, and cooking. Its Brand Consulting division positions HMA as the YouTube agency for global enterprise brands, offering data-driven casting, creative development, turnkey campaign execution from contracting to compliance, and transparent ROI reporting. The customer base spans global enterprise advertisers (AG1, BetterHelp, CashApp, Celsius, Duolingo, Manscaped, Mint Mobile, PrizePicks, and others), content creators seeking premium deal flow and strategy support, and sports fans consuming team-specific coverage. Sub-brands include Lakers Nation (470K+ YouTube subscribers, 3M+ Facebook follows, 830K+ X followers).

The underlying asset is a proprietary YouTube-native distribution infrastructure aggregating local sports creators with 70M+ monthly views, combined with original IP development (branded roundtable shows) and a curated talent roster. Revenue mechanics combine three streams: brand consulting and turnkey campaign execution (professional services), creator representation and talent management (recurring relationships), and sponsorship/advertising integrations across the sports network. The company runs a community-led go-to-market through its Join HMA creator recruitment program and direct enterprise outreach for brand partnerships, with event-driven commercial moments such as the multi-year PrizePicks presenting sponsorship signed in June 2026, which is described as the largest partnership in HMA's history and covers 200+ shows.

HMA was founded in 2023, is privately held with no disclosed institutional investors, and operates with 1-10 employees from Southern California. The company carries no disclosed revenue, no funding rounds, no M&A activity, no patents, and no regulatory actions in the input data; ownership structure is undocumented. Its competitive positioning rests on aggregating creator supply at scale, owning original sports IP, and offering brands a single point of access to YouTube-native creator advertising.

Name

HMA

Legal name

HMA Media

Website

https://hma.co

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

HMA Media is a creator-first digital agency operating a YouTube sports network of 250+ shows with 70M+ monthly views, representing creators across multiple verticals, and serving as a YouTube advertising agency for global enterprise brands.

Ownership category

akta.pro rank

Product category

Digital Marketing & Creator Agency Services

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Media Buying Agencies (541830)

SIC

Services-Motion Picture & Video Tape Distribution (7822), Services-Allied To Motion Picture Distribution (7829)

akta.pro primary industry

Creator Marketplaces & Booking Platforms (MPACAGAB)

akta.pro secondary industries

Creator Licensing & Rights Monetization (UGC Licensing, Music/Video Rights) (MPACAFAK), Creator Payments, Contracting & Tax (Payouts/Invoicing) (MPACAGAG)

Keywords

• Creator management services
• YouTube brand consulting
• Sports media network
• Influencer marketing agency
• Talent representation services

Headquarters

HQ city

Southern California

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Brand Consulting Services: HMA operates as the YouTube agency for global brands, providing strategy, sourcing, execution, and reporting for creator-driven advertising campaigns. Full lifecycle solution for performance and brand campaigns.
2. Creator Representation and Talent Management: HMA manages and grows top creators across sports, lifestyle, comedy, and more, focusing on brand partnerships, long-term strategy, and unlocking new opportunities. Revenue from securing high-visibility partnerships and negotiating high-value deals.
3. Sports Network Sponsorships and Advertising: Multi-year sponsorship deals with brands like PrizePicks integrating into the creator collective studio portfolio and sports network programming across YouTube and social media.
4. Turnkey Campaign Execution: From contracting to compliance, HMA handles the heavy lifting for brands deploying capital on YouTube through creator partnerships.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

HMA operates a creator-first agency platform built around three pillars: a YouTube Sports Network of 250+ shows across every major U.S. market, a Creator Collectives portfolio of original in-house roundtable programming (Lakers Collective, Dolphins Collective, Cowboys Collective, and others), and a Talent Management roster spanning sports, lifestyle, comedy, and fitness creators. For global brands, HMA delivers YouTube brand consulting including strategic planning, talent identification, creative development, and full-service campaign execution from contracting through compliance. The company monetizes through brand consulting fees, creator representation, and sponsorship/advertising integrations across its owned creator ecosystem.

Product overview

HMA is a creator-first agency operating at the intersection of media, talent, and brand strategy. The company operates a unified platform consisting of three core pillars: the Sports Network (250+ shows across major U.S. markets with 70M+ monthly views), Creator Collectives (in-house roundtable programming including Lakers Collective, Dolphins Collective, Seahawks Collective, and 10+ other team-focused shows), and Talent Management (managing creators across sports, lifestyle, comedy, and more). Brand Consulting services provide global brands with YouTube strategy, talent identification, creative development, and campaign execution. The company also offers a Creator Partnerships service connecting brands with creators, and maintains flagship sub-brands like Lakers Nation. HMA positions itself as infrastructure behind the new media economy, bridging creator-led storytelling with scalable business results.

Differentiator

Problem solved

Functional benefit

Products and services

• Sports Network

Quantifiable outcome

• 250+ shows across all major U.S. markets
• +3 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• PrizePickscoreGTM or Marketing Partner · 1 June 2026PrizePicks signed on as the presenting sponsor for HMA's full network of more than 200 local and regional sports shows on YouTube and social media. This multi-year agreement represents the largest partnership in HMA's history, fully integrating PrizePicks into HMA's Creator Collective studio portfolio. 15 shows already launched with more than 10 additional programs slated to debut throughout the year. The deal signals that hyper-local, creator-driven sports media networks can now compete for premium sponsorship dollars previously reserved for legacy broadcast properties.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Highlight Media: Highlight Media is a creator economy agency that partners brands with athletes, creators, and entertainers for influencer campaigns and owned content. It is directly comparable to HMA's Brand Consulting business.
• Overtime: Overtime operates a sports-focused creator-driven media network producing original short-form and long-form content around high school, college, and pro sports. It is highly comparable to HMA's Sports Network and Creator Collectives in audience and business model.
• The Players' Tribune: The Players' Tribune is a sports media platform producing athlete-led original content distributed across YouTube and social. It competes with HMA's Sports Network and Creator Collectives for sports-fan audience attention and brand sponsorships.
• Viral Nation: Viral Nation is a global influencer marketing and talent agency that connects brands with creators across platforms and runs proprietary content campaigns. Comparable to HMA's Brand Consulting + creator representation offering.
• Whalerock Industries: Whalerock is a digital media company producing sports and lifestyle content across YouTube and social, including owned sports properties. It competes in the same YouTube-first sports-content niche as HMA's Sports Network.
• Night Media: Night is a leading creator management and brand-deals agency (notably MrBeast's former partner) that represents top YouTube creators and brokers brand partnerships. It is the closest direct comparison to HMA's Talent Management and Brand Consulting pillars.

Broad incumbents

• Creative Artists Agency (CAA): CAA is one of the largest diversified talent agencies and has invested heavily in digital and creator representation. It competes with HMA for sports, lifestyle, and entertainment creator signings.
• Endeavor (WME): Endeavor owns WME, a premier global talent agency, and operates across sports, media, and creator representation. It is a broad incumbent with overlapping capabilities to HMA's talent and brand partnerships businesses.
• United Talent Agency (UTA): UTA is a major global talent and entertainment agency with a growing creator/influencer division representing high-profile digital talent. It is a broader incumbent against whom HMA competes for both talent rosters and brand budgets.

Emerging players

• Portal One: Portal One is a creator-first media company that produces original episodic content with YouTube-native talent. It overlaps with HMA's Creator Collectives/IP-development business as an emerging peer in creator-owned IP.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/hmagencyy

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HMA