You First — Sports & Entertainment
Multi-Sport Brandbuilders
Spain €500mm
Key Facts
Also known as: You First Sports; U1st Sports S.A.
Founded: 2002
Headquarters: Madrid, Spain (registered HQ: C/ Colombia 12; operating address: Calle Uruguay 3 (bis), 28016)
Players: ≈ 400 (119 in top-tier leagues; total squad MV ≈ €500.9m)
FIFA/FA registration: Multiple FIFA-licensed agents across Spain, Italy, Austria, Belgium, Turkey, UK (e.g., David Aranda — Spain; Thomas Böhm — Austria; Alessandro Favaro — Italy; Miguel Alfaro — Italy; Tom De Mul — Belgium)
Languages: Spanish, English, Italian, German, French, Portuguese, Turkish
Regions covered: Europe (Spain, UK, Germany, Italy, France, Austria, Belgium, Lithuania), North America, South America, Africa (Senegal), Australia, Turkey
About
You First is a global talent agency focused on football, basketball, padel and broader sports/entertainment, combining athlete representation with brand services (data & insights, creative/content, digital, events, influencer marketing). The firm entered Forbes’ top-10 sports talent agencies in 2022 and, in December 2024, joined Gersh—continuing to operate from Madrid under CEO & Co-founder Juan Aísa. Football operations span 28 countries with 100+ players in top leagues and clients from 40 nationalities.
Key People
CEO/Founder: Juan Aísa (continues to lead post-Gersh acquisition)
Managing Director / Head of Football: Álvaro Torres Calderón (Worldwide Football Managing Director)
Licensed agents (sample):
David Aranda — FIFA licensed (Spain)
Thomas Böhm — FIFA licensed (Austria)
Alessandro Favaro — FIFA licensed (Italy)
Miguel Alfaro — FIFA licensed (Italy)
Tom De Mul — FIFA licensed (Belgium)
Client Roster
Top players (current):
Fabián Ruiz (Paris Saint-Germain)
Alexia Putellas (FC Barcelona Femení)
Gerard Moreno (Villarreal CF)
Christoph Baumgartner (RB Leipzig)
Nicolas Seiwald (RB Leipzig)
Noah Okafor (AC Milan)
Rising talents / U23:
Álex Jiménez (AC Milan)
Mikel Jauregizar (Athletic Club)
Chemsdine Talbi (Sunderland)
Christos Mandas (Lazio)
Notable former clients: Not publicly disclosed by the agency.
Coaches/Staff represented (if any):
Luis de la Fuente (Spain men’s national team head coach)
Imanol Alguacil (Al-Shabab head coach)
Jagoba Arrasate (RCD Mallorca head coach)
Gerhard Struber (Bristol City head coach)
Notable Deals
2025 — Julen Agirrezabala: Athletic Club → Valencia CF (loan with option to buy; fee undisclosed; one-season loan)
2024 — Alexia Putellas: FC Barcelona contract renewal to 2026 (+ option to 2027)
2023 — Christoph Baumgartner: TSG Hoffenheim → RB Leipzig (~€25.5m; long-term deal)
2023 — Nicolas Seiwald: RB Salzburg → RB Leipzig (~€20m; long-term deal)
2022 — Fabián Ruiz: Napoli → Paris Saint-Germain (multi-year contract; reported ~€23m)
Services
Player services: Contract negotiation, transfers/loans, renewals, image rights & sponsorships, PR/branding, content & social, legal/tax coordination, relocation & family support, performance/analytics, wellbeing & injury case management, post-career planning.
Brand services: Data & consulting, creative, content production, digital & performance marketing, events, influencer marketing.
Rights-holder services: Content plus data & insights/YouTube channel management.
Partner Network
Integrated/affiliated entities: Goodform (sports data & insight; majority stake acquired 2022), Mothership (gaming/digital), A-Group (Belgium; football), BePlayer (women’s football).
Club/league & brand collaborations via the agency’s marketing arm (examples include Formula 1 and major global brands).
Track Record (last 3 seasons)
Total transfers completed: Not centrally published; active across top-five and additional first divisions with 119 first-tier clients.
Deals ≥ €10m: At least 3 publicly reported (Baumgartner, Seiwald, others).
Clients in top-5 leagues: Not broken out publicly; benchmark - 100+ in top leagues globally, 119 in first tiers.
National team clients: Multiple (Spain, Austria, etc., incl. Spain men’s head coach).
Renewal/extension deals: Alexia Putellas (2024), Gorka Guruzeta (Athletic Club, 2024).
Approach & Philosophy
A global, multi-disciplinary model: on-the-ground FIFA-licensed agents with local knowledge, backed by in-house data & insights, content and brand teams. Player development and career management are treated holistically, with bespoke service stacks and an emphasis on long-term value (sporting plus commercial). Negotiations are conducted by senior, jurisdiction-specific leads to align with league/NFA rules while leveraging the agency’s scale.
Fees & Transparency
Commission structures and fee caps follow applicable FIFA/national association rules and local law; terms vary by jurisdiction, contract type (club-to-club vs. player services), and whether single- or dual-representation applies (explicit written consent required for the latter). Specific percentages are negotiated case-by-case and are not publicly listed by the agency.
Compliance & Reputation
Disciplinary actions / sanctions: None publicly noted for the agency.
Litigation / disputes: No material, public football-related disputes identified.
Media sentiment: Positive/neutral—recognised by Forbes (Top 10 in 2022) and cited as a leading European multi-sport agency; integration into Gersh in 2024 further elevated profile.
Awards/Recognition
Forbes “Most Valuable Sports Agencies” Top 10 (2022).
