Also known as: HCM, HCM Media
Founded: 2015 (first public player mandates; Malta holding company incorporated February 2018)
Headquarters: Dubai, United Arab Emirates (media office)
Players: ≈ 200 active clients, about 130 in top-tier leagues; combined squad value ≈ €690 m
FIFA/FA registration:
• Hasan Çetinkaya – FIFA-licensed, Executive Director
• Ali Dursun – FIFA-licensed agent (Netherlands)
Languages: English, Dutch, Swedish, Spanish, French, German
Regions covered: Europe (Premier League, La Liga, Bundesliga, Ligue 1, Eredivisie), Middle East (UAE, Turkey, Saudi Arabia), South America, North America
Founded by former Sweden U-21 international Hasan Çetinkaya, HCM has evolved from a Scandinavian boutique into a Dubai-based agency with one of the most valuable rosters outside the mega-firm “big four.” The group specialises in guiding Northern-European and Benelux talent to Champions-League clubs, then packaging commercial opportunities through its in-house HCM Media unit. Strategic partnerships in Dubai provide clients with concierge-grade lifestyle, medical and real-estate services alongside traditional representation.
Founder & CEO: Hasan Çetinkaya
Managing Partner / Head of Football: Ali Dursun
European Operations Director: Jaspal Singh Gill
Licensed agents (sample): Sahr Senesie, Alexander Bergweiler, Mahmoud El Boustati
Top players (current)
Viktor Gyökeres (Arsenal)
Frenkie de Jong (FC Barcelona)
Antonio Rüdiger (Real Madrid)
Hugo Larsson (Eintracht Frankfurt)
Maghnes Akliouche (AS Monaco)
Rising talents / U23
Sebastian Nanasi (RC Strasbourg)
Hugo Larsson (Eintracht Frankfurt)
Ismaël Saibari (PSV Eindhoven)
Ousmane Diomandé (Sporting CP)
Notable former clients
Emil Forsberg
Donny van de Beek
Victor Lindelöf
Coaches/Staff represented
Tyrell Malacia (career-planning client)
2025 – Viktor Gyökeres: Sporting CP → Arsenal, €63 m + €10 m add-ons, five-year contract
2025 – Noa Lang: PSV → Napoli, €25 m + bonuses, contract to 2030
2025 – Sofyan Amrabat: Fiorentina → Fenerbahçe, €12 m, three-year deal
2023 – Hugo Larsson: Malmö → Eintracht Frankfurt, €7.5 m, five-year contract (record Swedish sale)
2022 – Antonio Rüdiger: Chelsea → Real Madrid, free transfer, four-year deal
2019 – Frenkie de Jong: Ajax → Barcelona, €75 m, five-year contract
Contract negotiation & transfer brokerage
Image rights, sponsorship & personal-brand building
PR & social-media strategy (HCM Media)
Legal, tax & immigration support through partner firms
Data-driven performance and market-value analytics
Medical, rehabilitation & high-performance training network
Lifestyle, relocation & real-estate concierge (Dubai hub)
Club relationships: Arsenal, Barcelona, Real Madrid, PSV, Sporting CP
Real-estate & lifestyle: MERED Luxury Residences (Dubai)
Medical & rehab partners in Stockholm, Eindhoven and Dubai
Scouting alliances with Scandinavian academies and Dutch Eredivisie clubs
Total transfers completed: ≈ 140 across 16 countries
Deals ≥ €10 m: 28
Clients in top-5 European leagues: 130
Senior national-team clients: 50+ across 15 federations
Renewal / extension deals: 60+ (including De Jong wage restructure 2024; Rüdiger 2026 option)
HCM combines a relationship-heavy, agent-on-the-ground style with in-house analytics that benchmark salaries and tactical fit before presenting players to clubs. The agency targets upward-mobility moves while maintaining a tight core of marquee names to anchor brand partnerships. Social-media storytelling is central: every major transfer is wrapped in curated video content via HCM Media, reinforcing the motto “Elite vision, timeless legacy, unstoppable passion.”
Standard commission: 5–7 % of gross player salary, aligning with FIFA’s 6 % single-party cap
Dual representation possible with written consent; combined fee ceiling 10 %
Image-rights income channelled through player-owned SPVs; quarterly expense statements provided to clients
Disciplinary actions / sanctions: None recorded against the agency or its principals
Litigation / disputes: None active; agency waived commission on the Gyökeres transfer to expedite Sporting-to-Arsenal move
Media sentiment: Generally positive for its Scandinavian talent pathway; occasional scrutiny over aggressive negotiation tactics during the De Jong wage-cut standoff in 2022
Sportingpedia “Top-10 Most Powerful Football Agencies” (2024)
GiveMeSport “World’s 20 Most Valuable Agent Rosters” list (2020, 2023, 2024)
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