Sports Excellence Group

What Sports Excellence Group does

Sports Excellence Group (legally Sports eXcellence Group GmbH, registered in Essen, HRB-31241) is a private German sports management and player agency founded in 2020, operating from its registered headquarters in Essen and a regional office in Hamburg. The company delivers 360-degree athlete management for professional football players, professional boxers (via a joint venture with Legacy Sports Management), and football trainers/coaches. Its service offering is organized around three pillars — sporting, economic, and private — and spans personal screening, strategic career planning, personal training, contract negotiation, market screening, marketing/sponsorship development, wealth management, insurance, and tax/legal advisory, with a stated 'Family First' approach that includes family counseling.

The company has no proprietary technology platform; its core offering is human-capital-intensive professional services. Distribution is direct: CEO Samy Wagner (former professional athlete) and Managing Partner Akeem Adewunmi (founder of Talentschmiede Hamburg, with degrees in Sport Science and Sport Management) personally negotiate and manage athlete accounts. The talent pipeline is anchored by Talentschmiede Hamburg GmbH, an affiliated entity that has developed notable players including Serge Gnabry, Jonathan Tah, and Davie Selke. The agency maintains an official profile on Transfermarkt and a presence across Facebook, Twitter, Instagram, and LinkedIn to drive top-of-funnel visibility.

Revenue is generated through commission-based representation of athletes — derived from negotiated player contracts, sponsorship deals, and ongoing management fees — supplemented by the boxing JV. The company lists institutional partners including DFB, FIFA, UEFA, and DFL, and brand partners Nike, Adidas, and Puma, which lend credibility and enable sponsorship intermediation. There is no disclosed revenue, no external funding, and the firm operates with 11-50 employees as a privately held, founder/partner-owned entity.

Name

Sports Excellence Group

Legal name

Sports eXcellence Group GmbH

Website

https://sports-excellence.group

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Sports Excellence Group is a private German sports talent management agency providing 360-degree contract negotiation, career planning, marketing, and wealth management for professional football players, boxers (via JV), and coaches in Germany and abroad.

Ownership category

akta.pro rank

Product category

Sports Talent Management & Athlete Representation

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Full-Service Athlete Talent Agencies (Contract Negotiation & Career Management) (MPAKAMAA)

akta.pro secondary industries

Athlete Brand Management & Public Relations (Image, Media, Crisis) (MPAKAMAD), Athlete Financial Management & Wealth Advisory (Tax, Accounting, Investment) (MPAKAMAG), Athlete Legal & Contract Advisory (Sports Law, Arbitration, Disputes) (MPAKAMAF)

Keywords

• Athlete management services
• Sports talent agency
• Football player representation
• Professional boxing management
• Contract negotiation services

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Players Management & Agent Services: Sports Excellence Group generates revenue through commission-based representation of professional football players and boxers. Services include contract negotiation, career planning, marketing, wealth management, and legal/tax advisory — all provided under a holistic 360-degree management approach. Revenue is derived from negotiated player contracts, sponsorship deals, and ongoing management fees.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Sports Excellence Group is a German sports management and talent agency that provides 360-degree athlete management for professional football players and professional boxers. Services span personal screening, strategic career planning, personal training, market screening, contract negotiations, marketing/personal branding, wealth management, insurance, and tax/legal advisory, delivered through direct representation by the CEO and managing partner.

Product overview

Sports Excellence Group operates a unified sports talent management business centered on its 360° Players Management approach. The core offering encompasses the entire lifecycle of an athlete: from talent identification and personal screening, through strategic career planning and contract negotiation, to personal training, marketing, wealth management, insurance, and legal/tax support. The main product lines include a Player Portfolio service (managed football players and coaches), a Vision/Services module outlining the 360° management framework, a Boxing sub-brand delivered via joint venture with Legacy Sports Management, a News section, and a Partner & Sponsors program. The company also operates a Vision page describing its holistic approach organized around three pillars of success (sporting, economic, and private).

Differentiator

Problem solved

Functional benefit

Products and services

• 360° Players Management (Football Athlete Representation) End-to-end 360-degree athlete management service for professional football players (Bundesliga and international), covering sporting, economic, and personal success pillars. Provided directly by the CEO and managing partner through personal representation.
• Professional Boxing Management 360-degree management service for professional boxing athletes, delivered through a joint venture with Legacy Sports Management. Includes career management, brand establishment, and global market positioning.

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and minor.

• DFB (Deutscher Fußball-Bund)coreOthersThe German Football Association (DFB) is listed as a partner/sponsor supporting Sports eXcellence Group, contributing to the development of ideas alongside financial support.
• FIFAcoreOthersFIFA is listed as a partner/sponsor of Sports eXcellence Group, providing institutional credibility in international football.
• UEFAcoreOthersUEFA is listed as a partner/sponsor supporting Sports eXcellence Group.
• DFL (Deutsche Fußball Liga)coreOthersThe German Football League (DFL) is listed as a partner/sponsor supporting Sports eXcellence Group.
• NikeminorGTM or Marketing PartnerNike is listed as a sponsor/partner of Sports eXcellence Group, providing equipment and potentially brand partnership support.
• AdidasminorGTM or Marketing PartnerAdidas is listed as a sponsor/partner of Sports eXcellence Group, providing equipment and potentially brand partnership support.
• PumaminorGTM or Marketing PartnerPuma is listed as a sponsor/partner of Sports eXcellence Group.
• Legacy Sports ManagementcoreStrategic or Co-development PartnerA joint venture partnership in professional boxing. Legacy Sports Management brings expertise in professional boxing from both the athlete and agent perspective, and has organized events including the world's first Drive-In Boxing Night with Universum Boxpromotion. Both companies aim to expand their networks, influence, and athlete success through this partnership.
• Digitalyze GmbHminorImplementation/ SI/ Consulting PartnerListed as the design and implementation partner responsible for the design and realization (Design & Realisierung) of the Sports Excellence Group website.
• TransfermarktminorGTM or Marketing PartnerListed as a social link and partner platform. Transfermarkt is the leading football transfer database where Sports Excellence Group maintains its official agency profile and player portfolio listings.
• Talentschmiede Hamburg GmbHcoreStrategic or Co-development PartnerFounded by Akeem Adewunmi, the Talentschmiede Hamburg is the talent development engine of Sports Excellence Group. It has developed notable players including Serge Gnabry, Jonathan Tah, and Davie Selke. The entity operates as an affiliated company under the Sports Excellence umbrella.
• Universum BoxpromotionminorStrategic or Co-development PartnerLegacy Sports Management (SEG's boxing joint venture partner) collaborated with Universum Boxpromotion to organize the world's first Drive-In Boxing Night in 2020 during the COVID-19 pandemic.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Octagon: Global sports marketing agency with athlete management, consulting, and event capabilities. Comparable to SEG in serving professional athletes with multi-disciplinary representation, though with substantially broader marketing and consulting services.
• SportsTotal: German football-focused sports agency providing player representation, marketing, and career management services. Closely comparable to SEG by geography, sport focus, and boutique service positioning within the German football market.
• Roc Nation Sports: Athlete representation agency focused on contract negotiation, marketing, and brand building for high-profile professional athletes. Directly comparable to SEG in core 360-degree athlete management, with a higher celebrity-driven profile.
• Excel Sports Management: US-based sports management firm representing athletes across golf, baseball, basketball, and football. Comparable to SEG through multi-disciplinary athlete representation, though with broader US sport coverage and a larger agent bench.
• Wasserman: Global sports marketing and talent management agency with a substantial athlete representation division. Directly comparable to SEG in serving professional athletes with multi-disciplinary management services, though at significantly larger scale.
• Stellar Sports: UK-based sports agency historically focused on football player representation and major transfer negotiations. Directly comparable to SEG in football athlete management and contract negotiation, with a similar boutique-agency positioning.
• Sportfive: Germany-headquartered sports marketing agency with deep European football relationships across rights, events, and athlete services. Closely comparable to SEG by geography and football-centric focus, though with a broader marketing and rights portfolio.

Broad incumbents

• CAA (Creative Artists Agency): Global entertainment and sports talent agency with CAA Sports (including former CAA Stellar) representing elite athletes worldwide. Overlaps SEG's athlete representation business as one division within a much larger portfolio across entertainment, media, and sports.
• TKO Group Holdings (Endeavor): Global sports and entertainment holding company whose subsidiaries include IMG and other athlete representation businesses. Comparable to SEG through athlete management services delivered as part of a much broader talent, events, and rights portfolio.

Regional players

• Infront Sports & Media: European sports marketing company focused on media rights, event operations, and distribution rather than individual athlete representation. Adjacent and thematically comparable to SEG within the European football ecosystem, but operating on the rights and events side rather than talent management.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/segmgmt
• Facebookfacebook.com/sportsexcellencegroup
• LinkedInlinkedin.com/company/sportsexcellence
• Instagraminstagram.com/sportsexcellencegroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Sports Excellence Group