Full Potential Agency
Scandinavian Player Hub

Sweden

€23mm

Key Facts

Also known as: FPA
Founded: 2020
Headquarters: Malmö & Stockholm, Sweden
Players: 25+ (1st tier: 20) – Total market value: €23mm
FIFA/FA registration: FIFA-licensed agency
Languages: Swedish, English
Regions covered: Scandinavia (primary), wider Europe (England, Netherlands, Poland), MLS
Email: info@fp.agency
Instagram: https://www.instagram.com/fullpotentialagency/
LinkedIn: https://www.linkedin.com/company/fullpotential/

About

Full Potential Agency is a FIFA-licensed football agency focused on Scandinavian talent, operating out of Malmö and Stockholm. The agency was founded by former Swedish internationals Markus Rosenberg and Petter Andersson to offer a more holistic, player-centric alternative to traditional representation.

They work mainly with professional players in Sweden’s Allsvenskan and Superettan, as well as talents moving into leagues in England, the Netherlands, Poland, Norway, Denmark and MLS. A strong emphasis on development, mentoring and performance support differentiates FPA from many competitors.

Key People

• CEO / Co-Founder: Petter Andersson – Co-founder and CEO, ex-Hammarby, FC Groningen and FC Midtjylland midfielder, responsible for player development concept and overall strategy.

• Co-Founder / Head of Sales: Markus Rosenberg – Former Sweden international and Malmö FF captain, leads sales, football operations and key club relationships.

• Licensed agents / management team:

  • Markus Rosenberg – licensed owner / agent

  • Petter Andersson – licensed owner / agent (CEO / Agent on TransferRoom; agent profile on Swedish databases).

  • Behrang Safari – former Sweden international full-back, now player manager / mentor and scout.

  • Ylli Shabani – youth scout / mentor focused on Malmö and Skåne talent.

  • Stefan Alvén – sports lawyer / agent via Sportlex, handling legal and contractual matters.

  • Jimmy Bjorkander – Creative Director and Athlete Partnerships

Client Roster

Top players and talents (current)

• Jesper Karlström (Udinese Calcio) – 21 June 1995

• Victor Eriksson (Hammarby IF) – 17 September 2000

• Fredrik Hammar (KV Mechelen) – 26 February 2001

• Melker Widell (Swansea City) – 19 April 2002

• Noah Persson (Hammarby IF) – 16 July 2003

• Rasmus Alm (St. Louis CITY SC) – 17 August 1995

• Elison Makolli (Aalborg BK) – 10 January 2005

• Casper Widell (Excelsior Rotterdam) – 5 May 2003

• David Edvardsson (Tromsø IL) – 5 March 2002

• Victor Larsson (IFK Värnamo) – 19 April 2000

• Erdal Rakip (Without Club) – 13 February 1996

• Camil Jebara (Kalmar FF) – 19 January 2003

• Ieltsin Camões (Tromsø IL) – 16 April 1999

• Ousmane Diawara (SCR Altach) – 10 October 1999

• Rasmus Wiedesheim-Paul (IK Oddevold) – 8 February 1999

• Laorent Shabani (Varbergs BoIS) – 19 August 1999

• Marcus Antonsson (IFK Värnamo) – 8 May 1991

• Elias Olsson (Lechia Gdansk) – 23 April 2003

• Simon Thern (IFK Värnamo) – 18 September 1992

• Felix Hörberg (Trelleborgs FF) – 19 May 1999

• Karl Wendt (Trelleborgs FF) – 5 July 2005

• Marcus Pettersson (Landskrona BoIS) – 20 March 2005

• Samuel Burakovsky (Kolding IF) – 29 December 2002

• Carl Björk (Boldklubben af 1893) – 19 January 2000

• André Álvarez Pérez (Landskrona BoIS) – 23 March 2005

• Wilson Lindberg Uhrström (Hammarby IF) – 23 March 2006

• Elton Hedström (IF Brommapojkarna) – 11 July 2003

• Julian Larsson (Burton Albion) – 21 April 2001

• Leonel Eklund (FC Nordsjælland U19) – 27 March 2009

Notable former clients

• Alexander Jeremejeff (BK Häcken → Panathinaikos) – high-profile Allsvenskan striker whose move to Greece is highlighted in FPA’s track record; no longer on the current client list.

Coaches / Staff represented

• No high-profile coaches or technical staff are publicly listed as FPA clients; the focus is on players and on-staff mentors rather than coach representation.

Notable Deals

• 2022 – Rasmus Alm – IF Elfsborg to St. Louis CITY SC – signed on a free transfer ahead of the club’s inaugural MLS season, contract through 2025 with an option for 2026.

• 2023 – Marcus Antonsson – IFK Värnamo to Al-Adalah FC – move to the Saudi Pro League, reported as a free transfer.

• 2023 – Casper Widell – Helsingborgs IF to Excelsior Rotterdam – step to the Eredivisie, reported fee around €175k, long-term contract.

• 2023 – Erdal Rakip – Malmö FF to Antalyaspor – switch from Allsvenskan to the Turkish Süper Lig, widely reported as a free transfer.

• 2024 – Victor Eriksson – Minnesota United FC to Hammarby IF – return to Allsvenskan for an undisclosed fee.

• 2024 – Ousmane Diawara – Landskrona BoIS to SCR Altach – move to the Austrian Bundesliga on a contract to 2027.

• 2024 – Ousmane Diawara – SCR Altach to KuPS – loan for the remainder of 2024 to gain regular minutes.

• 2024 – David Edvardsson – Malmö FF to Tromsø IL – permanent move after successful loan spells, reported fee around €170k–€200k range.

• 2024 – Julian Larsson – Nottingham Forest to Burton Albion – permanent move to secure senior football in England.

• 2025 – Fredrik Hammar – Hammarby IF to KV Mechelen – move to the Belgian Pro League, fee reportedly around €800k.

• 2025 – Melker Widell – AaB to Swansea City – Championship move on a long-term deal, with a loan-back to Aalborg for the rest of 2024-25.

• 2025 – Noah Persson – BSC Young Boys to Hammarby IF – left-back returning to Allsvenskan on a long-term contract to 2029, fee undisclosed.

• 2025 – Camil Jebara – IF Elfsborg to Kalmar FF – loan move to get consistent minutes.

• 2025 – Elton Hedström – Hammarby TFF to IF Brommapojkarna – step into Allsvenskan setup after development spells.

• 2025 – Marcus Pettersson – Malmö FF to Landskrona BoIS – permanent transfer, contract reported to run until 2027.

• 2024 – Jesper Karlström – Lech Poznań to Udinese Calcio – major move from Ekstraklasa to Serie A on a permanent deal.

Services

• Contract negotiation and career management

  • Long-term career planning, club strategy and pathway design.

  • Negotiation of playing contracts, bonuses and performance clauses.

  • Renewal and extension talks with existing clubs to secure stability.

• Transfers and loans

  • Sourcing opportunities through a verified global club network.

  • Structuring domestic and international transfers across Scandinavia, wider Europe and MLS.

  • Loan placements aimed at playing-time development, particularly for young players.

• Image rights, brand building and sponsorships

  • Personal brand strategy, content and social media presence.

  • Endorsement and sponsor negotiations aligned with player values and profile.

  • PR support via the in-house creative studio and the TALKS content platform.

• Legal, tax and compliance

  • Contract review, dispute resolution and arbitration support via sports-law specialist Stefan Alvén and Sportlex.

  • Coordination with club and local advisors on tax, image-rights structures and regulatory compliance.

• Performance, wellbeing and post-career planning

  • Mentoring from ex-internationals (Rosenberg, Andersson, Safari) on performance habits, leadership and mentality.

  • Guidance on life after football through networks in business, media and education.

Partner Network

• Clubs and leagues

  • Working relationships with Malmö FF, IFK Värnamo, Hammarby IF, IF Elfsborg, Lechia Gdańsk, Tromsø IL, SCR Altach, Excelsior and Landskrona BoIS, based on current roster and recent transfers.

  • Proven ability to place players into Greek Super League, Turkish Süper Lig and MLS.

• Scouts and youth networks

  • In-house scouting through Ylli Shabani in Malmö/Skåne plus broader Scandinavian scouting connections.

• Legal and professional services

  • Sportlex Advokatbyrå for legal work and dispute resolution.

  • External financial advisors and performance experts accessed via the founders’ networks.

• Marketing and media

  • In-house creative studio led by Jimmy Björkander for campaigns, content and sponsorship activations.

  • Collaborations with lifestyle brands and media outlets around recovery, performance and player storytelling.

Track Record (last 3 seasons)

• Total transfers completed: At least 10 documented first-team transfers or loans involving these FPA-listed players since 2022 (including moves for Alm, Antonsson, Rakip, Widell, Edvardsson, Eriksson, Diawara, Karlström, Persson, Pettersson, Hedström), with additional domestic moves and renewals likely not fully public.

• Deals ≥ €10m: 0 – the portfolio appears focused on Scandinavia and mid-tier European pathways where fees are typically below this level.

• Clients in top-5 leagues: At least 1 current top-5 league client (Jesper Karlström at Udinese in Serie A).

• National team clients: Several players with Swedish senior/youth involvement or broader national-team pool connections across this group.

• Renewal / extension deals: Multiple extensions and re-signings are likely across Allsvenskan and abroad, including deals linked to IFK Värnamo profiles such as Simon Thern.

Approach & Philosophy

FPA’s philosophy is explicitly player-centric: the founders stress that they have been on the journey themselves and want to build an agency where players feel supported as people, not just assets.
Using tools like TransferRoom to get direct, verified access to club decision-makers, they minimise intermediaries and emphasise transparency, long-term relationships and honest communication. Player development, mentality and environment are considered as important as transfer size or salary.

On the sporting side, the agency leans heavily into Scandinavian markets, focusing on placing players where they can play, develop and then take the next step rather than chasing speculative moves. For younger clients, FPA is particularly active in arranging loans or smart permanent moves within Sweden, Denmark, Norway and the Netherlands before exploring bigger leagues.

Fees & Transparency

Exact commission structures are not disclosed publicly, but as a FIFA-licensed agency working in Europe FPA is expected to operate within standard industry ranges under current FIFA caps.
The leadership speaks openly about cutting out unnecessary intermediaries and ensuring clubs always know who genuinely represents the player, which reduces hidden commissions and promotes clean deals.

The agency emphasises transparency, long-term trust and clear expectations; players usually work with a small core team rather than being passed between different intermediaries. Image-rights and sponsorship arrangements are handled together with legal counsel to keep contracts clean and compliant.

Compliance & Reputation

• Disciplinary actions / sanctions:

  • No public record of FIFA, UEFA or Swedish FA sanctions, bans or major disciplinary cases involving Full Potential Agency or its named agents.

• Litigation / disputes:

  • No high-profile litigations involving FPA are reported in major football or legal media; legal work around disputes appears to be mainly on behalf of players via Sportlex.

• Media sentiment:

  • Largely positive, portraying FPA as a modern, trusted Scandinavian agency; they are featured as a trusted agency on TransferRoom and in Swedish coverage for their player-first mentality.

Awards / Recognition

• TransferRoom “Trusted Agency” designation and featured customer story, underlining verified representation and strong use of the platform.

• Recognised on Swedish platforms as one of the leading Scandinavian agencies representing high-value Allsvenskan and international players.