Private equity firm Bruin Capital launched a new international soccer representation agency, As1, following a series of acquisitions of separate agencies.
The firm had already acquired agencies Position Number, Nomi Sports and Promoesport, and also has an agreement to acquire Football Division Worldwide. It’s bringing those agencies together to form the new agency that manages a portfolio of more than 300 elite soccer players, a news release said. Its players and coaches represent more than €700 million ($738 million) in market value. Players include Liverpool FC’s Luis Diaz, Chelsea’s Moises Caicedo, Atletico de Madrid’s Axel Witsel, and Paris Saint-Germain’s Nuno Mendes.
Bruin Capital specializes in the entertainment and sports industries.
As1 CEO Ignacio Aguillo will work closely with Bruin’s founder and CEO George Pyne, who is also be the chair of the agency. The agency’s headquarters will be in London, with offices across Europe.
The agency is part of a new holding company, Legion Sports, created by private equity firm TJC, formerly The Jordan Co.
"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," Pyne said in the news release. "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."
A spokesperson confirmed the launch, adding that “Bruin is, indeed, knee deep in sports investments.”
New York-based Bruin Capital was founded in 2015 and has closed more than 40 deals. Law firm Simpson Thacher & Bartlett advised Bruin and Legion on each of the acquisitions.
The launch comes as interest from private equity firms in sports deals and investment continues to rise on both sides of the Atlantic.
