“This whole space is getting more professionalized, more institutional capital, so we feel great that we can play in the space and add a lot of value,” Pyne said. He also emphasized Bruin’s expertise across sectors like social media, sponsorships, and licensing, with operations spanning 24 countries.
Legal and Financial Framework
The multi-faceted deal was guided by a team from Simpson Thacher & Bartlett LLP, including M&A partners James Howe and Chris Vallance, credit partner Shahpur Kabraji, tax partner Caleb McConnell, and antitrust/foreign direct investment partner Étienne Renaudeau. Their expertise supported the formation of As1 through complex cross-border acquisitions and structuring.
A New Era for Soccer Representation
Bruin Capital’s launch of As1 reflects broader trends in the professionalization of athlete management. By blending global expertise and private equity backing, As1 aims to empower athletes with expanded financial opportunities while strengthening their position within the industry’s evolving landscape.
