After exploring the market for potential opportunities, Gersh is poised to make a significant move.

The firm based in Beverly Hills announced on Tuesday its acquisition of the Madrid-based sports and entertainment agency You First, marking a substantial entry into the profitable professional athlete sector.

As part of the acquisition of the representation and consulting firm led by Juan Aísa, Gersh will increase its workforce to approximately 600 employees by integrating an agency that operates in 13 countries and boasts a client list of about 1,000. The newly formed division, Gersh Sports, will be overseen by Steve Gersh, the grandson of the agency’s founder, Phil Gersh, with Aísa joining the board.

With the establishment of a sports division, Gersh is strategically targeting a sector dominated by the Big 3 agencies in Hollywood—CAA, WME, and UTA—as well as management firm Wasserman, which have their own established units and extensive rosters of professional athletes.

“Sports representation is a natural next step in our growth as we continue to evolve the agency,” stated Steve Gersh, a managing partner at the firm. “In acquiring You First, we aimed to find a partner with global reach, a diversified multi-sport practice, and strong leadership.”

Founded in 2002, You First specializes in representing soccer and basketball stars, including clients like Fabián Ruiz, Alexia Putellas, Milos Kerkez, Christoph Baumgartner, and Luis de la Fuente, along with NBA players such as Desmond Bane, Jarrett Allen, Jeremy Sochan, Ray Allen, and Vince Carter. The firm has also engaged in marketing campaigns with brands including Formula 1, Wrexham FC, Samsung, and Starbucks.

Aísa remarked, “The partnership with Gersh enhances our standing in the industry and allows us to provide even better support to our clients.”

This acquisition marks Gersh’s second major purchase since it sold a 45 percent stake to investment firm Crestview Partners in 2023, aiming to expedite its expansion through strategic deals. At the time, Gersh had 300 employees and 125 agents.

The investment from Crestview represented the first instance of Gersh taking on an equity partner since its inception in 1949. Earlier this year, the agency acquired approximately 45 employees and 25 agents by purchasing the digital and alternative departments of the beleaguered A3 Artists Agency as it wound down and its founders faced a lawsuit regarding sale negotiations with Gersh.

“As we continue to expand the agency, our aim is to diversify our representation practices and enhance our core business while creating an ecosystem where clients across all divisions can benefit from these enhanced capabilities,” stated Steve Stanford, head of strategy for Gersh. “Gersh has always occupied a unique niche in the representation landscape, and we intend to grow the business in ways that preserve its core focus: prioritizing individuals and their aspirations.”

Person

Gersh, Steve Gersh, Phil Gersh, Juan Aísa, Fabián Ruiz, Alexia Putellas, Milos Kerkez, Christoph Baumgartner, Luis de la Fuente, Desmond Bane, Jarrett Allen, Jeremy Sochan, Ray Allen, Vince Carter, Bob Gersh, David Gersh, Leslie Siebert, Aísa, Steve Stanford

Company Names

You First, Gersh, CAA, WME, UTA, Wasserman, Crestview Partners, A3 Artists Agency

Titles

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