Ahead of the 2026 FIFA World Cup, talent agency Gersh is expanding its football representation business with the acquisition of the UK and the launch of a new football unit. The agency’s You First Football division purchased PLG to establish Gersh Football, a global football representation company that “brings together two established agencies under a unified banner and expands the agency’s reach and infrastructure across the Big Five”. [soccer] The companies said.
These five leagues are the English Premier League, the Italian League, the Spanish League, the German League and the French League.
Financial terms of the acquisition were not 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 captain Andrew “Andy” Robertson, while the You First squad includes the likes of Fabian Ruiz, Alexia Putellas, Christoph Baumgartner, Mikel Jaureguizar and Luis de la Fuente.
Gersh Football will continue to be based in Spain and will open a new office in the UK, 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 major European leagues and talent competing around the world,” Gersh said.
The partners emphasized that under the Gersh umbrella, customers will have access to a “broader and more integrated offering across sports and entertainment.” “This includes enhanced support in areas such as brand partnerships, endorsements and commercial opportunities, along with ongoing high-touch representation on and off the pitch.”
“We have spent years identifying the right partners in the UK, and in PLG we have found agents who share the same passion, care and ability that define Gersh and You First,” said Steve Gersh, President of Gersh Sports and Managing Partner of Gersh, and Juan Aisa, CEO of You First. “Bringing these companies 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 organisations, this vision is now a reality.”
Founded in 1949, Gersh acquired You First in 2024. Her entertainment clients include the likes of Jacob Elordi, Spike Lee, Harris Dickinson, Chase Infinity and Angela Bassett.
The FIFA World Cup will be held in the United States, Canada and Mexico from June 11 to July 19.
