Private equity firm Velocity Capital Management has unveiled the acquisition of an ownership stake in Unique Sports Group (USG), a soccer-focused talent representation agency.
The deal, according to media reports, is worth over $100 million.
Go deeper with GlobalData
UK-based USG, founded in 2008, currently represents a host of well-known players from the top-tier men's soccer leagues in England, Germany, Italy, Spain, and France, and has also recently expanded into cricket.
The agency currently represents over 350 soccer players globally, with "estimated combined transfer market values" of over £1 billion ($1.32 billion).
Will Salthouse, founder and chief executive at USG, has said: "We have been actively engaged in identifying the right partner to help us achieve our go-forward ambitions, and we have been incredibly impressed with Velocity and the firm’s team.
"Their capabilities, professional network, holistic value-add approach, and expertise across the sports, media, and entertainment sectors will be invaluable in helping us consider a broad array of strategic options, including organic expansion and strategic M&A."
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataAs part of an international growth strategy, the agency plans to open an office in Miami, Florida, ahead of the 2026 men's FIFA World Cup to be held across Mexico, the US, and Canada.
David Abrams, Velocity's co-founder and managing partner, added: "We have cultivated a strong personal and professional relationship with the USG team over the past three years, and we collectively recognized that this was the right time for us to complete an investment in the Company and support USG on the next phase of their growth.
"USG has built an outstanding business, and we believe we can leverage our football industry expertise and relationships to drive their business forward.”
Velocity, founded in 2021, adds USG to a sports investment portfolio that also includes the Elevate Sports Ventures agency (in which it substantially increased its stake last December), as well as the Parella Motorsports brand, and the Videocites AI-powered video tracking and analysis firm.
The agency is looking to use Elevate to "strengthen USG's relationships with football club owners, as well as Videocites to "support content modernization for its players."
