Athlete-founded Endo lands $573,000 to drag sports agencies out of spreadsheets
What's the deal? Toronto-based EndoDealroom has a profile for this one. Try Dealroom → launched on Wednesday with US$597.7K (roughly $573,000) in pre-seed funding led by Relay VenturesDealroom has a profile for this one. Try Dealroom →. The startup, founded by a group of Canadian athletes, is building AI-powered software to help sports agencies modernise their operations and value endorsement deals.
What's the endgame? Endo's platform folds roster management, contract tracking, and deliverable fulfilment into what co-founder and chief executive officer Michael Boushy calls "a single system of record." At its core sits a proprietary valuation engine, endodeals, that measures incoming brand offers against media equivalency and anonymised comparable contracts to help agents gauge what clients are worth.
Why now? Boushy spent nearly three years negotiating endorsement deals at talent agency The TeamDealroom has a profile for this one. Try Dealroom →, where he found agents relied on instinct over data — leaving them in what he calls a sizeable "information gap." He co-founded Endo this summer with fellow Western University alumnus Jack Lavorato to close it.
The startup launched with 11 agencies on board, including Quartexx Management and Roy Sports Group, which represent clients across the NHL, MLB, and other leagues. Boushy claims the platform can save agents 10 to 15 hours a week by centralising data that often lives across spreadsheets, email chains, and memory.
By the numbers: Sponsorship spending in Canada rose 17% year-over-year to $4.7 billion in 2025, with a significant portion flowing to sports. Yet many agencies still run eight-figure careers manually, Boushy said, leading to missed payments and undervalued deals.
The round closed in July via simple agreements for future equity. "Talent has never been worth more, and agents have never had less time and resources at their disposal to prove it," Relay founder and partner John Albright said over email. "That's the gap we believe Endo closes."
The signal: Endo is betting that the name, image, and likeness economy needs a pricing benchmark. While it starts with athletes, Boushy sees the tech extending across the wider talent ecosystem — from actors to influencers and musicians.
Read more: betakit.com
Image credit: Generated with Gemini
