Major global sports agency Sportfive has launched a new athlete-focused division as it looks to build out its production offerings.
The Global Athlete Media House will be integrated within Sportfive’s broader production offering and is tasked with tailoring strategies and cross-channel content to support athletes in building long-term personal brands.
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More specifically, Sportfive will look to strengthen athletes’ presence beyond the sport, from building digital identities and launching social media profiles to producing documentaries and long-form content to help them engage with fans and market themselves for brands.
Other offerings include creating athlete-hosted audio and video formats (podcasts) and providing off-court PR.
The division will be led by former professional athlete and media executive Vincent Kittmann.
Along with Sportfive-represented athletes, the service will also be made available to brands, rightsholders, and external talent seeking athlete-first media production.
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By GlobalDataKittman said: “Athletes have become their own media platforms. Our role is to help them tell their stories in a way that reaches their fans directly.
“With Sportfive’s global reach and content expertise, we will develop new, innovative formats that create real value for athletes, their fans, and partners.”
The new division builds on Sportfive’s established athlete-representation business, which has seen the agency play a role in helping athletes position themselves as global media personalities.
Previous works include launching ex-Liverpool manager Jurgen Klopp's Instagram social media page, German soccer star Manuel Neuer’s entry into the Chinese market via Weibo and Xiaohongshu, and former Manchester United player Rio Ferdinand’s documentary with Amazon Prime Video.
More recently, Sportfive helped launch the popular Becker Petkovic Podcast during the 2025 Australian Open tennis grand slam.
Ron Wiegand, senior vice-president of global athlete and team marketing at Sportfive, said: “Athletes today are more than just sports professionals – they are brands, creators, and entrepreneurs. At Sportfive, we recognized early on that authentic, high-quality content is essential for building long-term athlete brands.
“With the Global Athlete Media House, we are taking the next step by combining our expertise and services in one department. This provides not only our own athletes with a range of services but also extends these to external partners.”
