Private equity powerhouse Bruin Capital has unveiled a new global soccer representation agency, As1, representing more than 300 athletes, including prominent English Premier League players and coaches. The initiative combines four recently acquired entities—Promoesport, Nomi Sports, Positionumber, and Football Division Worldwide—into the As1 platform.
Simpson Thacher & Bartlett LLP, which advised Bruin on the acquisitions, announced the agency launch on Wednesday. As1 operates under a new holding structure named Legion Sports, supported by private equity firm TJC (formerly The Jordan Co.).
Premier League Talent and Global Reach
As1 boasts an impressive client list, including Bruno Fernandes of Manchester United, Luis Díaz of Liverpool, and Moises Caicedo of Chelsea, alongside celebrated coaches like Rúben Amorim. The new agency positions itself as a significant player in the growing market for soccer representation, focusing on advancing athletes’ careers and financial opportunities beyond traditional contracts.
Industry Transformation
In a CNBC interview, George Pyne, founder and CEO of Bruin Capital, highlighted the burgeoning appeal of sports representation for institutional investors. He noted that modern athletes increasingly leverage opportunities to secure earnings beyond their on-field salaries, such as investments and media rights.
