You First | Gersh and PLG create Gersh Football UK
You First | Gersh and PLG Agency have joined forces to launch Gersh Football UK, a new football representation platform built to expand reach across the Premier League and all five major European leagues.
The announcement was framed as “a new era in football,” with the combined group presenting the project under the message: “Welcome to greatness. This is Gersh.”
The move brings together two complementary agency profiles. You First | Gersh brings global scale, multi-sport infrastructure and an established international football operation. PLG brings one of the fastest-rising UK agency stories, with Premier League visibility, legal expertise and a reputation for close player management.
A new UK platform with global reach
Gersh Football UK will operate as the UK football arm of the wider Gersh sports and entertainment platform. The structure gives the group a stronger base in England while connecting PLG’s Premier League network with You First | Gersh’s international football infrastructure.
The modern agency market is no longer built only around transfer negotiation. Players now expect support around contracts, commercial deals, brand partnerships, media work, legal planning, family care and long-term wealth management.
Gersh Football UK is clearly being positioned as a full-service football platform rather than a simple rebrand. It connects UK representation with a wider international system covering Spain, Italy, Germany, France and other key football markets.
PLG’s rise becomes part of a bigger project
For PLG, this is a major acceleration moment. We previously covered how PLG beat Gestifute, Wasserman and CAA Stellar to win Agency of the Year, a result that showed how quickly the UK-based agency had built credibility among bigger global names.
PLG, co-owned and directed by Tyler Alexander-Arnold and Liam Ward O’Donnell, has built its identity around legal knowledge, ex-professional player insight, personal representation and close player support. Its work has been especially visible in the English market, where Premier League clubs and top domestic players increasingly rely on agencies that can combine negotiation power with long-term career planning.
Joining forces with You First | Gersh gives PLG a larger operational base, wider global reach and access to the entertainment, sponsorship and commercial infrastructure that Gersh has been developing.
You First | Gersh strengthens its football operation
You First | Gersh already had a strong football platform before this move. The agency has been active across Spain, Italy, Germany, France, Austria, Belgium, Turkey, the UK and other markets, while also operating in basketball, padel and wider sports entertainment.
Its football roster includes major names such as Fabian Ruiz, Alexia Putellas, Luis de la Fuente, Cucho Hernandez, Alex Jimenez, Chemsdine Talbi, Christoph Baumgartner, Nicolas Seiwald, Noah Okafor and Vicky Lopez.
By joining forces with PLG under the Gersh Football UK structure, You First | Gersh adds deeper UK and Premier League access to its existing European base. That is the key strategic point. The agency already had international scale; PLG gives the group a stronger English-market bridge.
What this means for players
For clients, the pitch is clear: more resources, more markets and a wider support system.
Gersh Football UK can now connect players with representation across the five major European leagues while also offering wider services around sponsorship, endorsements, brand deals, entertainment opportunities, legal planning and family support.
A player may need a transfer strategy in England, tax and legal advice in Spain, a brand campaign in the United States and commercial support across social media. The new You First | Gersh and PLG structure is designed to bring those layers together.
Agency market keeps consolidating
This is another sign that football representation is moving toward bigger, more integrated structures. Boutique agencies can still win major deals, but scale is becoming harder to ignore. Clubs, players and brands increasingly want agencies that can operate across countries, leagues and commercial sectors.
For FootballAgencies readers, Gersh Football UK is one of the clearest examples of that trend. You First | Gersh brings global football and sports-entertainment infrastructure. PLG brings Premier League credibility and a fast-rising UK roster. Gersh adds entertainment-industry reach, US scale and commercial machinery.
The result is a new UK-based football agency platform with serious international ambitions: Premier League access, five-league reach and a clear attempt to compete with the largest representation groups in the game.
