Gersh builds global football agency with PLG acquisition

US talent agency Gersh has acquired UK-based football representation firm PLG, strengthening its ambitions to become a major player in the global football agency market. The deal follows Gersh's acquisition of sports and entertainment agency You First in late 2024 and brings together some of the most influential player representation businesses across Europe. As footballers increasingly evolve into global brands, the acquisition highlights the growing convergence between sport, media, talent and the creator economy.

While Gersh is best known as one of Hollywood's leading talent agencies, representing actors, writers and entertainment personalities, it has been expanding aggressively into sport. The acquisition of Spain-based You First provided a platform across athlete representation, sponsorship and commercial partnerships. Adding PLG significantly strengthens its position in football.

PLG is one of the UK's leading football agencies, representing Premier League stars including Trent Alexander-Arnold, Andy Robertson and Jarrod Bowen. The business has built a strong reputation for player management, contract negotiations and career development, particularly within English football.

The acquisition will see PLG combined with You First Football to create a new global division, Gersh Football. Together, the group will represent hundreds of players, coaches and football professionals across major European leagues, creating a broader platform spanning player representation, commercial partnerships, media opportunities and brand development.

The move reflects a wider shift taking place across football. Players are no longer simply athletes negotiating contracts every few years. Increasingly, they are creators, investors, entrepreneurs and global brands. As a result, agencies are expanding beyond traditional representation into content, sponsorship, media and business advisory services.

For Gersh, the acquisition is not simply about football. It is about building a global talent platform that sits at the intersection of sport, entertainment and culture. As the commercial value of athletes continues to grow, expect more consolidation across the representation industry as agencies compete to offer increasingly comprehensive services to the world's biggest stars.