Gersh has launched a soccer division after buying UK outfit PLG, merging it with You First Football, which it bought in 2024.
The new agency, called , will rep the likes of Trent Alexander-Arnold, Jarrod Bowen, Fabián Ruiz, Alexia Putellas and Christoph Baumgartner. Financial details were not disclosed.
Gersh Football will continue to be headquartered in Spain, where You First is based, and will add a new office in the UK, alongside its existing presence in Italy, France, Austria, Germany, Portugal, Brazil, Belgium and Senegal, among other markets. Gersh said the structure will “allow the company to provide a more comprehensive, coordinated and international service, with players and coaches across Europe’s top leagues and talent competing around the world.”
Gersh has been pushing further into the sport space since buying You First Football owner You First in late 2024, which meant a doubling of its number of employees. It has now amassed more staff via the PLG acquisition. Headquartered in the UK, PLG reps the likes of Real Madrid star Alexander-Arnold, West Ham captain Bowen and England’s Jordan Henderson.
Gersh managing partner Steve Gersh and You First CEO Juan Aísa said: “We spent years identifying the right partners in the UK, and in PLG we found agents who share the same passion, care and ability that define Gersh and You First. Bringing these businesses together fills a critical gap in building a truly global representation platform.”
Multiple American agencies have been pushing into the sport space in Europe of late including CAA and UTA, the latter of which bought Virgil Van Dijk’s rep ROOF.
Gersh clients include Marisa Tomei, Melissa Leo, and Constance Wu.
