OneTeam Partners, the US-based licensing firm, and one of its founders, the Major League Baseball Players Association (MLBPA), have launched a new international business venture to expand the company’s footprint.
The venture, titled OneTeam International, will focus on expanding OneTeam’s existing business verticals internationally and growing its player association partner network globally and across sports.
OneTeam International is seeking to become “the most innovative and disruptive ally to athletes and their player associations in incubating and launching commercial programs that capture the true collective value of athletes’ careers.”
Jonas Baer-Hoffmann, who developed the business concept with the MLBPA and OneTeam, will lead internationalization efforts as OneTeam’s senior vice president of global business affairs and head of OneTeam International, based in Germany.
Baer-Hoffmann has nearly two decades of experience in the global player association movement and most recently served as general secretary of FIFPRO, the international soccer players’ union.
He was also previously the first vice-president of the World Players Association.
Through the new venture, OneTeam’s international business will “collaborate with player associations of all sizes across women’s and men’s sports to protect and maximize the value of athlete name, image and likeness (NIL) rights, as well as build sponsorship, partnership, data rights, content, and venture business opportunities.”
RedBird Capital Partners, the US-based private equity company, founded OneTeam Partners as a joint venture with the MLBPA and NFL Players Association.
Sean Sansiveri, OneTeam Partners chief executive, said: “We are excited to open this next chapter for OneTeam, marking a huge milestone to deliver on our mission to empower athletes not just in the United States but around the world.
“Our founding partners have always intended to support and impact our sister and brother player unions worldwide. There is tremendous upside for our future partners and their athletes on this path, not only in traditional business but through bespoke strategies we will launch in both women’s and men’s sports.
“Jonas’ extensive experience will be instrumental in providing athletes worldwide with new opportunities to generate revenue and access previously untapped opportunities.”
Baer-Hoffmann added: “Globally, sports and competitions are increasingly centered around the profile of their athletes. We want to ensure that each group of athletes has the tools to maximize their individual and collective value throughout their careers.
“At the same time, economic rights serve as a powerful lever for player associations to achieve broader impact for their members and to play a more proactive role in the development of their sports.
“By combining the capabilities which the player associations in the US and OneTeam have created, along with our global network of player associations and athlete collectives, we look to innovate and revolutionize sports, elevating the role and influence of athletes.”
Created in November 2019, OneTeam represents the commercial interests of more than 20,000 players in MLB, American football’s NFL, soccer’s MLS and women’s NWSL, the US Women’s national team, women’s basketball’s WNBA, and US Rugby, as well as college athletes.
In 2022, RedBird sold its stake in OneTeam to HPS Investment Partners, Atlantic Park, and Morgan Stanley in a deal valuing the business at $1.9 billion.
