PLG Agency crowned Agency of the Year
PLG Agency have capped a remarkable rise by being named Agency of the Year at the 2025 Global Football Industry Awards (GFIA) in London.
On Instagram, the agency summed up the mood in one line: “PLG is thrilled to have been named as Agency of the Year at the 2025 Global Football Industry Awards.”
For a relatively young, boutique firm to win ahead of some of the most powerful agencies on the planet is a major statement – and a sign of how quickly PLG’s profile has grown at the very top of the game.
A stacked shortlist of global powerhouses
The Agency of the Year category read like a who’s who of modern player representation. Alongside eventual winners PLG, the shortlist featured:
- Wasserman – the US-based multi-sport giant with a huge footprint in the Premier League and across Europe.
- New Era Global Sports Management – the UK agency that represents high-profile stars and managers across the English game.
- Gestifute – Jorge Mendes’ Portuguese powerhouse, long associated with Cristiano Ronaldo and many of the biggest deals of the past two decades.
- Unique Sports Group – one of the most influential UK-based football agencies, active across the Premier League and European market.
- CAA Stellar – part of the Creative Artists Agency family, with a long track record of representing elite European talent.
- Axia Sports Management – a UK-based agency growing its presence in top European leagues.
- ROOF (Representatives Of Outstanding Footballers) – a firm with strong Bundesliga and European links.
- Agency CMG – a London-based agency working with established professionals and emerging talent.
- Elite Project Group (EPG) – well known for its work with gifted young players and dual-national prospects.
To come out on top in a field like this underlines just how seriously PLG are now taken inside club boardrooms and among players.
What are the Global Football Industry Awards?
The Global Football Industry Awards are a new awards platform dedicated to recognising excellence off the pitch – from clubs and leagues to sponsors, executives and agencies. Hosted in London and run in association with The Daily Telegraph, the event is designed to celebrate the people and organisations driving the business of football forward.
The 2025 ceremony took place on 20 November and was presented by former England internationals Jamie Carragher and Peter Crouch, adding extra star power to a night focused on the usually unseen side of the game.
For agencies, GFIA’s Agency of the Year award is quickly becoming one of the most prestigious honours available – a public seal of approval from peers, rights-holders and the wider football industry.
Who are PLG?
A modern, player-focused UK agency
PLG Agency – often referred to in full as Players Liaison Group – is a UK-based football agency built around a modern, player-centric approach. The firm is closely associated with the family of Liverpool vice-captain Trent Alexander-Arnold; his brother Tyler Alexander-Arnold serves as a director at the agency.
PLG’s client list includes Alexander-Arnold himself along with other high-profile names such as Andy Robertson, Jarrod Bowen, Jordan Henderson and a number of promising Liverpool and Premier League youngsters.
The agency’s model combines contract negotiation with off-pitch support – commercial deals, media positioning and guidance on long-term career planning. Winning Agency of the Year at GFIA is likely to accelerate that growth, giving PLG even more visibility with elite prospects and established stars.
The importance of recognition
For PLG, the GFIA recognition is more than just a trophy. It signals that:
1. Boutique agencies can beat the giants
In a category loaded with global heavyweights like Gestifute, Wasserman and CAA Stellar, a more compact, relationship-driven agency has come out on top. That will encourage other ambitious boutiques who prioritize personal service over sheer scale.
2. The player’s voice is central
PLG’s rise has coincided with a broader shift toward agencies that emphasise holistic support – from mental wellbeing and family advice to branding and post-career planning. The award suggests the industry is rewarding those who treat players as partners, not just assets on a balance sheet.
3. Competition at the top is intensifying
With so many elite firms on the shortlist, the Agency of the Year race underlines how competitive the agency landscape has become. Clubs are more sophisticated, regulations are evolving and players have more choice than ever – awards like GFIA help signal who is adapting best.
Looking ahead
Being named Agency of the Year at the 2025 Global Football Industry Awards will undoubtedly make PLG an even more attractive destination for top-level players and emerging talent alike.
For the wider industry, the result offers a snapshot of where power currently lies – a mix of established super-agencies and hungry, modern outfits like PLG who are reshaping what elite player representation looks like in 2025 and beyond.
You can visit the official website of the PLG Agency.
