Sports
Gersh buys UK Soccer Agency PLG to create Gersh Football
Just ahead of the 2026 World Cup, talent agency Gersh is expanding its football representation activities with a UK takeover and the launch of a new football unit.
The agency’s You First Football division has acquired PLG to form Gersh Football, a global football representation company that “brings together two established agencies under one banner and extends the agency’s reach and infrastructure across the ‘big five’ major players. [soccer] competitions,” the companies said.
Those five leagues are the English Premier League, the Italian Serie A, the Spanish LaLiga, the German Bundesliga and the French Ligue 1.
Financial terms of the acquisition were not disclosed, but Gersh highlighted benefits such as “increased resources, enhanced operational capabilities and a stronger international footprint.”
PLG represented players such as Trent Alexander-Arnold, Jarrod Bowen and Scotland national team captain Andrew “Andy” Robertson, while You First’s roster includes Fabián Ruiz, Alexia Putellas, Christoph Baumgartner, Mikel Jauregizar and Luis de la Fuente.
Gersh Football will maintain its headquarters in Spain and open a new office in the UK, joining its existing presence in Italy, France, Austria, Germany, Portugal, Brazil, Belgium and Senegal, among others. “This structure will enable the company to provide a more comprehensive, coordinated and international service, with players and coaches from Europe’s top leagues and talent around the world competing,” said Gersh.
Under the Gersh umbrella, customers will have access to “a broader, more integrated offering across sports and entertainment,” the partners emphasized. “This includes enhanced support in areas such as brand partnerships, endorsements and commercial opportunities, alongside continued high-touch representation on and off the pitch.”
Steve Gersh, head of Gersh Sports and managing partner at Gersh, and Juan Aísa, CEO of You First, said: “We have spent years identifying the right partners in Britain, and at PLG we have found agents who share the same passion, care and capability that define Gersh and You First. Bringing these companies together fills a critical gap in building a truly global representation platform.”
They added: “Our focus is simple: to provide the highest level of service to our customers, with a joined-up approach across all parts of the business. By connecting our teams and capabilities, we can better support our athletes and help them maximize their opportunities in all five major competitions. With the combined strength of our organizations, that vision is now a reality.”
Founded in 1949, Gersh acquired You First in 2024. Its list of entertainment clients includes Jacob Elordi, Spike Lee, Harris Dickinson, Chase Infiniti and Angela Bassett.
The FIFA World Cup in the US, Canada and Mexico will take place from June 11 to July 19.
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