You First Joins Gersh, Creating a New Force in Global Sports and Entertainment Representation
With offices in 14 countries and more than 600 employees worldwide, the American agency and European multinational will combine resources to leverage new client opportunities across the sports and entertainment industry
Madrid, Spain – December 3rd, 2024 – Today, You First proudly announces its partnership with Gersh, one of the entertainment industry’s leading agencies. This strategic alliance brings together two renowned entities to create a new force in the global sports and entertainment representation industry. With 24 offices in 14 countries and over 600 employees globally, the integration of You First into Gersh will expand both companies’ reach across sports, entertainment, digital media, and branding. Combining Gersh's entertainment legacy with You First's expertise in sports management will create greater opportunities and services to its clients around the world.
Juan Aísa, CEO and Co-Founder of You First, will continue to lead the company from its headquarters in Madrid, Spain, while joining the Gersh board to have input into the strategic direction of this new, larger global agency. With over 1,000 clients spanning various sports, including soccer, basketball, padel and Moto GP, You First has been at the forefront of shaping athlete careers and elevating brand collaborations worldwide. Its roster includes iconic figures such as Fabián Ruiz, Alexia Putellas, Edy Tavares, Willy Hernangómez, Christoph Baumgartner, Chima Moneke and Luis de la Fuente, among others. Its US basketball division, Tandem, represents NBA players and legends, including Desmond Bane, Jarrett Allen, Jeremy Sochan, Ray Allen, and Vince Carter.
Beyond representing global sporting talent active both on and off the field, You First delivers fan research for leading rights holders including Formula 1, and works closely with sports leagues and leading global corporations—such as EFL, Wrexham FC, Samsung, Starbucks, La Roche-Posay—to forge innovative, data-driven marketing campaigns that empower brands to connect with fans through sports, entertainment, social platforms and live events.
“The partnership with Gersh strengthens our position in the industry and allows us to offer even greater support to our clients. Together, we’re building an ecosystem that goes beyond sports and entertainment representation to foster innovation and create new opportunities for global expansion,” said Juan Aísa, CEO of You First.
22 years after its founding, You First continues to strengthen its position in the market through strategic agreements and a relentless focus on service improvement. The partnership will enable both agencies to expand their reach in established markets like the U.S. and Europe, enter new ones, and create synergies that will benefit both the talent and the brands they represent.
Gersh, founded in 1949 by Phil Gersh has become a household name in the entertainment industry. With offices in Beverly Hills and New York, Gersh operates across multiple areas of representation, including television, film, literature, production, comedy, digital, branding, theater, and film financing. Its roster includes over 3,700 talents, among them award-winning actors, screenwriters, producers, and directors. Their star-studded client list features names like Angela Bassett, J.K. Simmons, Spike Lee, Jacob Elordi, David Schwimmer, Hiroyuki Sanada, Sabrina Impacciatore, Harris Dickinson and Sofia Coppola, among others.
The acquisition of You First provides Gersh with a robust platform to expand into sports representation and consulting. The agency will continue its expansion into new client-serving businesses, which it began earlier this year with the acquisition of the A3 Agency's Digital and Alternative departments. The Gersh sports area, which will be led by Steve Gersh, will unify the agency’s sports initiatives and drive collaboration across its entertainment and sports divisions.
“Sports representation is a natural next step in our growth as we continue to evolve the agency,” said Steve Gersh, a managing partner of Gersh. “In acquiring You First, our strategic ambitions were to find a partner with global scale, a diversified and multi-sport practice, and strong management. Juan and the You First team bring all these attributes, and an ethos of steadfast client-centric advocacy that is core to Gersh’s representation practices. “
“As we continue to grow the agency, our focus is to broaden the practice into new areas of representation, and growing the core business, while building an ecosystem in which clients across all divisions can directly benefit from this enhanced capability,” said Steve Stanford, head of strategy for Gersh. “Gersh has always filled a unique space in the representation landscape, and we want to grow the business in ways that do not come at the expense of what it does best: focus on individuals and their ambitions.”
By merging their operations, You First and Gersh are poised to offer enhanced, data-driven marketing campaigns, and create new revenue streams for brands, athletes, and creators across various sectors of entertainment and sports. This powerful partnership will also provide clients with unparalleled access to a broader set of resources, positioning them for continued success in an increasingly interconnected world.
About Gersh
Gersh is a leading global entertainment and sports agency, representing a diverse roster of clients across film, television, sports, theater, comedy, branding, publishing, and digital media. As the fastest-growing major agency, Gersh is respected for its hands-on, client-first approach and commitment to driving innovation and success. Following an equity investment from Crestview Partners in 2023 Gersh has advanced its long-term growth plan, acquiring the Digital and Alternative departments of the A3 Agency, and You First – one of the world’s top sports and entertainment agencies. With clients at the heart of every growth decision, Gersh is harnessing strategic insights and decades of experience to strengthen its resources, empowering clients to realize success across all areas of the media landscape. For more information, visit www.gersh.com
