Steve Gersh (left) and Juan Aisa Courtesy of Gersh Just ahead of the 2026 FIFA soccer World Cup, talent agency Gersh is expanding its soccer representation business with a U.K. acquisition and launch of a new soccer unit. The agency’s You First Football division has bought PLG to form Gersh Football, a global soccer representation business that “brings together two established agencies under a unified banner and expands the agency’s reach and infrastructure across the ‘big five’ major [soccer] leagues,” the companies said.
Those five leagues are the English Premier League, Italy’s Serie A, Spain’s LaLiga, Germany’s Bundesliga and France’s Ligue 1.
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Financial terms of the acquisition weren’t disclosed, but Gersh highlighted benefits such as “greater resources, enhanced operational capabilities and a stronger international footprint.”
PLG has represented players such as Trent Alexander-Arnold, Jarrod Bowen and Scotland national team captain Andrew “Andy” Robertson, while You First’s roster includes the likes of Fabián Ruiz, Alexia Putellas, Christoph Baumgartner, Mikel Jauregizar and Luis de la Fuente.
Gersh Football will continue to be headquartered in Spain and will open a new office in the U.K., alongside its existing presence in Italy, France, Austria, Germany, Portugal, Brazil, Belgium and Senegal, among other markets. “This structure will allow the company to provide a more comprehensive, coordinated and international service, with players and coaches across Europe’s top leagues and talent competing around the world,” Gersh said.
Under the Gersh umbrella, clients will have access to “a broader, more integrated offering across sport and entertainment,” the partners emphasized. “This includes enhanced support in areas such as brand partnerships, endorsements and commercial opportunities, alongside continued high-touch representation on and off the pitch.” Said Steve Gersh, head of Gersh Sports and managing partner at Gersh, and Juan Aísa, the CEO of You First: “We spent years identifying the right partners in the U.K., and in PLG we found agents who share the same passion, care and ability that define Gersh and You First. Bringing these businesses together fills a critical gap in building a truly global representation platform.”
They added: “Our focus is simple: to provide the highest level of service to our clients, with a collaborative approach across all parts of the business. By connecting our teams and capabilities, we can better support our athletes and help them maximize opportunities across all five major leagues. With the combined strength of our organizations, that vision is now a reality.” Gersh, founded in 1949, acquired You First in 2024. Its roster of entertainment clients includes the likes of Jacob Elordi, Spike Lee, Harris Dickinson, Chase Infiniti and Angela Bassett.
The FIFA World Cup in the U.S., Canada and Mexico runs June 11-July 19.
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