A multi-sport house with a women's-game crown jewel
You First is a Spanish multi-sport agency spanning football, basketball, padel and entertainment, which entered Forbes' ranking of the most valuable sports agencies and in December 2024 was acquired by the US talent agency Gersh. Founded in Pamplona, it now gives its operating base as Madrid — a framing correction worth carrying, since older profiles still describe it as Pamplona-based.
Its football book is mid-market-deep — strong second-tier internationals and a national-team-coach relationship rather than a single galáctico — but its strategic asset is women's football. Through its integrated BePlayer arm it represents Alexia Putellas, a position in the fastest-growing, least-saturated segment of representation that rivals such as CAA Base and Pimenta cannot currently match.
Roster, ownership, and footprint
How the agency actually operates
The women's-football book is the strategic asset. Putellas plus the BePlayer arm gives You First a position in the fastest-growing, least-saturated representation segment, and the Gersh tie-up signals the same playbook as CAA and Base — a US talent house buying European football distribution and a multi-sport content pipeline.
The men's roster is mid-market-deep rather than star-heavy: strong second-tier internationals and a national-team-coach relationship, but no single nine-figure name. Roster sizes and the ~€620m aggregate squad value come from industry aggregators that self-caveat their figures, so they should be treated as estimates rather than disclosed numbers.
Direction in 2026
The posture is riding the women's-game and US-distribution tailwind post-Gersh while scaling a genuinely multi-sport, multi-continent platform. The open questions are the exact structure of the Gersh deal — full acquisition versus affiliation — whether Putellas is a primary representation mandate or a commercial relationship via BePlayer, and how much of the headline squad value sits with You First as lead agent rather than co-representation.
- Forbes (agency ranking); footballagencies.com, LinkedIn (roster, Gersh)
- Reported coverage of the BePlayer / Putellas relationship
- FIFA agent-regulation status (FFAR suspended)
- Note: now Madrid-based and Gersh-owned, not Pamplona-based; roster figures are aggregator estimates