Avid Sports & Entertainment Group
Family-First Agency
UK €22mm
Key Facts
Also known as: Avid Sports, Avid SE
Founded: 2018
Headquarters: London, United Kingdom – offices in Richmond (UK) and Bogotá (Colombia)
Players: 65+ (1st tier: 28) – Total market value: approx. €22mm
FIFA/FA registration: FIFA company registration IMSC001003; FA-registered intermediary company in England
Languages: English, Spanish (with Portuguese- and Italian-speaking staff in key markets)
Regions covered: UK & Ireland, Central and South America, Asia, Australia, Balkans, Iberia and wider Europe
Email: info@avidse.com
Instagram: https://www.instagram.com/avid_se/
LinkedIn: https://www.linkedin.com/company/avid-sports-and-entertainment/
X: https://x.com/avid_se
About
Avid Sports & Entertainment Group is a London-based football agency founded in 2018 by David Baldwin, after more than a decade at one of the UK’s larger agencies. The company positions itself as a “young and innovative” management firm with a strong family feel and client-first culture. Its network and staff cover the UK, Central America, South America, Asia, Portugal and Colombia, combining on-the-ground regional expertise with a central London hub.
Avid represents a mix of experienced internationals and younger talents across men’s and women’s football, with activity in more than 20 countries and a growing presence in women’s football via moves like Paula Partido’s transfer from Real Madrid to London City Lionesses.
Key People
CEO/Founder:
David Baldwin – Founder & Managing Director, long-time UK intermediary with prior experience running his own firm and working at a major agency before launching Avid in 2018.
Managing Director / Head of Football:
David Baldwin – oversees global football operations, senior negotiations and strategic partnerships.
Head of Media and Comms:
Janina Escofet – Was in charge of the coverage of FC Barcelona for a Spanish media outlet.
Licensed agents:
David Baldwin – Owner, Managing Director, FA–registered intermediary (UK)
Eduardo Pedemonte – Licensed intermediary, Central America lead (Honduras, Costa Rica, Panama, MLS/South America)
James Hardy – Licensed intermediary, Asia–Pacific lead (Australian–born, based in Colombia; strong A–League and Asian market focus)
John Wake – FA–registered intermediary, UK & Balkan markets
Darren Leslie – Licensed intermediary with 20+ years in financial services and Scottish scouting background
Filipe Lages – UEFA B–licensed coach & consultant, Portugal market and youth scouting
Javier Vásquez – Senior Colombian coach & consultant, youth development and South American scouting
Additional intermediaries and consultants (e.g. Den Balla, Lee Naylor) focusing on Italy, Albania and UK youth pathways.
Client Roster
Top players (current)
Aaron Ramsey (Without club – most recently Cardiff City and Juventus)
Joel Ward (Without club – long-serving former Crystal Palace captain)
James Forrest (Celtic FC)
Ali Ahmed (Vancouver Whitecaps)
Ruairi McConville (Norwich City)
Emmanuel Sabbi (Vancouver Whitecaps)
Calem Nieuwenhof (Heart of Midlothian)
Marius Corbu (APOEL Nicosia)
Kenneth Vargas (CS Herediano)
Alexandru Baluta (Los Angeles FC)
Deabeas Owusu-Sekyere (Zhejiang FC)
Funsho Bamgboye (Hataysport)
Peter Ambrose (Aberdeen FC)
Jack Cooper-Love (Roda JC Kerkrade)
Jonathan Núñez (CD Motagua)
Sam McClelland (St Johnstone)
Jordan Harrison (Al-Fateh SC)
Adam Zimarino (Brisbane Roar)
Vedran Janjetovic (Sydney United 58)
Steven Lustica (Without club – most recently Western United, A-League)
Rising talents / U23
John Dumitra (FCV Farul U18) – 30/03/2007
Ackeme Francis-Burrell (Without club – last Solihull Moors) – 08/03/2005
Anton Mlinaric (Marconi Stallions) – 11/03/2002
Jordan Harrison (Al-Fateh SC) – 09/09/2002
Adam Zimarino (Brisbane Roar) – 15/03/2001
Jonathan Núñez (CD Motagua) – 26/11/2001
Sam McClelland (St Johnstone) – 04/01/2002
Selected current clients
Aaron Ramsey (Without club) – 26/12/1990
Jonathan Núñez (CD Motagua) – 26/11/2001
Kenny Miller (Retired) – 23/12/1979
John Dumitra (FCV Farul U18) – 30/03/2007
Joel Ward (Without club – ex Crystal Palace) – 29/10/1989
Ivan Vujica (Without club) – 20/04/1997
Matthew Millar (Macarthur FC / recent A-League defender) – 23/08/1996
Stefan Colakovski (Without club – last Wellington Phoenix) – 20/04/2000
Ryan Leak (Ross County) – 28/02/1998
Joey Champness (Without club) – 27/04/1997
Sam McClelland (St Johnstone) – 04/01/2002
Henry Figueroa (CD Marathón) – 28/12/1992
Agdon (Without club – last Pyunik) – 26/01/1993
Adam Zimarino (Brisbane Roar) – 15/03/2001
Jordan Harrison (Al-Fateh SC) – 09/09/2002
Carl Robinson (Retired – assistant coach, Atlanta United) – 13/10/1976
Joe Ledley (Retired) – 23/01/1987
Lee Wallace (Retired – Hearts U18 assistant coach) – 01/08/1987
Ackeme Francis-Burrell (Without club – last Solihull Moors) – 08/03/2005
Vedran Janjetovic (Sydney United 58) – 20/08/1987
David Templeton (Glasgow United) – 07/01/1989
Efraín Juárez (Retired player – head coach, Pumas UNAM) – 22/02/1988
Anton Mlinaric (Marconi Stallions) – 11/03/2002
Steven Lustica (Without club – last Western United) – 12/04/1991
Bernie Ibini-Isei (Without club) – 12/09/1992
Notable former / veteran clients
Kenny Miller – former Scotland international striker, long-time Avid client at the end of his 24-year professional career.
Joe Ledley – ex Wales international, formerly of Cardiff, Celtic and Crystal Palace.
Lee Wallace – former Scotland international and Rangers captain, now in coaching.
Coaches/Staff represented
Carl Robinson – former Wales international midfielder, currently assistant coach at Atlanta United.
Notable Deals
2018–2019 – Aaron Ramsey – Arsenal to Juventus – Free transfer negotiated after Avid publicly confirmed Ramsey’s need to find a new club; key exit from Arsenal leading to a long-term deal in Serie A.
2023 – Emmanuel Sabbi – Odense BK to Le Havre AC – Permanent move to Ligue 1 for around €1m, setting up his later transfer to Vancouver Whitecaps in 2025 on a multi-year deal.
2023 – Kenneth Vargas – CS Herediano to Heart of Midlothian – Forward’s move to Scotland on a reported six-figure fee.
2023 – Ryan Leak – move to Ross County – Centre-back stepping up to the Scottish Premiership in a free transfer, highlighted by the agency as a key Scottish deal.
2024 – Alexander Lind – Silkeborg to Pisa SC – Avid assisted partner agency CMA Group in the transfer of the Danish forward to Serie B side Pisa.
2025 – Paula Partido – Real Madrid to London City Lionesses, then loan to DUX Logroño – Spain youth international’s multi-step move into WSL and Liga F, signalling Avid’s growing role in the women’s game.
Services
Career management – Long-term planning from youth to late-career, including contract strategy, club moves and post-career transitions.
Contract negotiation & transfers – Domestic and international moves, including free transfers, loans and permanent deals in Europe, MLS, Asia and Latin America.
Commercial & image rights – Sponsorship strategy, brand partnerships and activation with sportswear and lifestyle brands, with emphasis on keeping focus on football performance.
Finance & legal – In-house financial and legal support plus external partners, covering tax, contract review and broader life-planning for players and their families.
Social & digital – Advisory on social media, online reputation and personal brand-building.
Troubleshooting & concierge – Day-to-day problem solving, relocation support and family matters, delivered via a “family feel” management approach.
Partner Network
Clubs & leagues: Experience with clubs such as Arsenal, Juventus, Crystal Palace, Hearts, Ross County, Le Havre, Vancouver Whitecaps, Pisa SC, London City Lionesses and multiple sides in Central America and Australia.
Regional scouts & coaches: Embedded presence in Scotland, Central America, Colombia, Portugal and Australia through staff like Eduardo Pedemonte, James Hardy, Filipe Lages and Javier Vasquez.
Legal, financial and performance partners: External advisors supporting tax, legal, performance and wellbeing.
Technology partners: Integration with EnskAI’s agent platform, bringing data and workflow technology into Avid’s management model.
Track Record (last 3 seasons)
Total transfers completed: 30+ deals across Europe, North and South America, Asia and Australia.
Deals ≥ €10m: No publicly reported fees above €10m; business focused on mid-market moves, free transfers and strategic placements.
Clients in top-5 leagues: 1–2 active at any time in the last three seasons, mainly in Ligue 1 and historic placements into Serie A and the Premier League.
National team clients: 5+ current or former full internationals (e.g. Aaron Ramsey, Kenny Miller, Joe Ledley, Efraín Juárez and various Central American internationals).
Renewal/extension deals: 10+ contract renegotiations and extensions, including Joel Ward’s updated contract at Crystal Palace and multiple domestic renewals in the UK and Scotland.
Approach & Philosophy
Avid’s philosophy is to combine big-agency negotiating experience with a boutique “family” atmosphere where players are treated as people, not assets. Baldwin emphasises honesty, long-term relationships and a hands-on management style, with staff spread across key markets to stay close to players.
Scouting and recruitment lean heavily on regional specialists – Central America, Asia, Portugal, Scotland and the Balkans – to identify undervalued or under-exposed talent. Recent partnerships with tech platforms add more data and workflow support, while negotiations prioritise career fit, playing time and long-term upside over short-term fees.
Fees & Transparency
Precise commission rates are not public, but Avid appears to operate within standard industry ranges for player representation, typically in the low single-digit to around 10 % band depending on jurisdiction and deal type. Available disclosures suggest that Avid generally represents the player side rather than relying heavily on dual representation with clubs, especially in the UK.
Commercial and image-rights work is positioned as part of the overall management service rather than stand-alone, with the agency stressing that branding should not distract from football.
Compliance & Reputation
Disciplinary actions / sanctions:
No public FIFA, FA or national-association disciplinary cases or sanctions identified against Avid Sports & Entertainment Group or its key staff.
Litigation / disputes:
No notable public court disputes involving the agency; public noise has mainly centred on transfer speculation about high-profile clients rather than any alleged misconduct by Avid.
Media sentiment:
Overall neutral-to-positive. The agency is often quoted or referenced as the voice of its players in contract and transfer stories, with growing recognition through partnerships and social media activity.
Awards/recognition
Featured partner of EnskAI’s Agents Platform, highlighted as a case study for “family-style management meets smart technology”.
Regular mentions in UK and international media in connection with high-profile clients like Aaron Ramsey and Kenny Miller, reinforcing its visibility despite operating with a relatively lean team.
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