US-based sports and entertainment investment firm Bruin Capital has launched a new international soccer representation firm through the acquisition of several agencies.
As1 (AS ONE) has been formed after Bruin purchased Nomi Sports, Position Number, and Promoesport.
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Bruin also has an agreement to acquire a fourth agency, Football Division Worldwide, which is scheduled to close shortly, pending customary regulatory approval. That will also be folded into the new company.
Ignacio Aguillo has been appointed As1's chief executive and will work directly with Bruin founder and CEO George Pyne, who is chairman of the new agency.
Aguillo's background includes leadership roles with Spanish soccer giants Atletico Madrid, France’s RC Lens, and Italian outfit Parma and the World Padel Tour, as well as over 15 years in the investment banking sector.
With As1, he will seek to “develop the company into a leading international football agency differentiated by its best-in-class capabilities, resources, and global reach to support the dynamic athletic and entrepreneurial aspirations of today's elite football players.”
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By GlobalDataAt launch, As1 will represent more than 300 athletes and coaches from a combined 35 countries.
This includes several players in England’s Premier League such as Luis Díaz (Liverpool), Bruno Fernandes (Manchester United), and Moisés Caicedo (Chelsea), as well as new Manchester United head coach Rúben Amorim.
As1 also represents Irene Guerrero, a World Cup champion with Spain.
The new company’s clients compete in a combined 34 professional leagues, including the Premier League, Italian Serie A, German Bundesliga, France’s Ligue 1, and Liga Portugal.
As1’s new global headquarters will be based in London, with additional offices in Spain, Portugal, and the UAE.
All four agency founders, Raul DaCosta (Nomi Sports), Miguel Pinho (PositionNumber), Rodri Baster (Promoesport), and Manuel Sierra (Football Division Worldwide), will continue to lead their respective businesses, working directly with Aguillo.
As1 is part of Legion Sports, a new holding company created by private equity firm The Jordan Company (TJC).
In 2019, Bruin announced a long-term strategic partnership with TJC and CVC Capital Partners. It operates as an affiliate of Bruin Capital to acquire and develop international sports properties across I.P., athlete representation, technology, media, and events.
In addition to access to growth capital for additional strategic initiatives, As1 will have full operational support from Bruin executives as it looks to capitalize on potential synergies across Bruin's holdings of companies in the gaming, media, tech, branding, VIP hospitality, brand strategy, and field turf management sectors.
Simpson Thacher & Bartlett LLP advised Bruin/Legion on each of the deals that comprise the As1 platform.
Pyne has said: “I've been involved with athlete representation for quite a long time, including now through Bruin's interests in TGI Sport, which currently represents more than 300 professional cricketers and several other amateur and professional athletes.
“The industry is evolving in our new creator economy where every athlete can become a global brand or enterprise, and that's how we are going to approach things from the very beginning. Given our background, network, and track record, we believe this new platform can become something special.
“Behind that, we're thrilled to have Ignacio, with his unique background and qualifications, become CEO. He and the team will have the full extent of our resources to help their clients realize their immense potential on and off the pitch and to help As1 set a differentiated paradigm for athlete representation.”
Aguillo added: “We have been listening carefully to our athlete clients and partners to build a highly differentiated firm that addresses the needs of a modern elite football player.
“Our commitment to nurturing long-term relationships and providing strategic advice across different facets of the value chain sets us apart. My partners and I cannot wait to show our clients the great things we will do together.”
Earlier this year, Bruin purchased a minority stake in sports-focused production company Box to Box Films.
That came soon after Bruin announced it was divesting from its ownership of Two Circles, the international digital-focused sports agency.
Other investments by Bruin include travel and hospitality firm On Location, which is the official hospitality provider of the Olympic Games, and video streaming technology firm Deltatre, which most recently announced a digital partnership with North American ice hockey’s National Hockey League.
