The.Team buys creator agency OTG, adding to its football-fuelled deal spree
What's the deal? The.TeamDealroom has a profile for this one. Try Dealroom →, the sports agency formerly known as WassermanDealroom has a profile for this one. Try Dealroom →, has acquired Outreach Talent Group (OTG)Dealroom has a profile for this one. Try Dealroom →, a London-based firm representing social media and digital creators. Terms were not disclosed.
What does OTG do? Founded five years ago by Emilio and Amy Arciniega, OTG represents creators across sport, fitness, beauty, and lifestyle, with offices in London and New York. It joins The.Team's own creator roster, set up in 2023.
The hire: As part of the deal, Emilio Arciniega becomes The.Team's senior vice president of creators. "Their values and approach to representation closely align with ours, making OTG a natural addition," said Michael Calvin Jones, The.Team's executive vice president of creators.
Why now? For a business built largely on football, the move reflects where the game's audience now lives. Clubs, leagues, and players increasingly reach younger fans through creators rather than broadcasters, with football content producers commanding sponsorship fees that rival some professional players.
What's the endgame? An agency representing both players and the people making content about them can package deals a traditional football agency cannot. OTG gains reach beyond the UK; The.Team deepens its creator business.
Part of a spree. Football has driven The.Team's buying. In May it took a stake in GG11Dealroom has a profile for this one. Try Dealroom →, an agency focused on Italian football, and it has also acquired the football division of People in SportDealroom has a profile for this one. Try Dealroom →, International Football ManagementDealroom has a profile for this one. Try Dealroom →, and SportPlusDealroom has a profile for this one. Try Dealroom →.
The backdrop. The deals follow a turbulent year. The company rebranded as The.Team after founder Casey Wasserman decided to sell it when his name appeared in the US government's Epstein files.
The signal: Sports agencies are racing to own the creator economy around the game, not just the athletes in it — betting that the next generation of fans, and sponsorship money, follows content first.
Read more: insideworldfootball.com
Image credit: Generated with Gemini
