October 8: The.Team, the sports agency formerly known as Wasserman, has purchased Outreach Talent Group (OTG), a UK-based company representing social media and digital creators.
OTG was founded five years ago by Emilio and Amy Arciniega and is based in London, with an office in New York. It represents the creators of sports, fitness, beauty and lifestyle. He will join The.Team’s roster of creators, created in 2023, and Emilio Arciniega becomes The.Team’s Senior Vice President of Creators.
“OTG’s impressive growth over the past five years is a testament to the level of service and commitment its talent delivers every day,” said Michael Calvin Jones, Executive Vice President of Creators at The.Team. “Their values and approach to representation align closely with ours, making OTG a natural addition.”
For a company built largely on football, the move reflects where the game’s audience lives now. Clubs, leagues and players are increasingly reaching younger fans through creators rather than broadcasters, and football content producers now charge sponsorship fees that rival those of some professional players. An agency that represents both the players and the people who make content about them can package deals that a traditional football agency can’t.
Football has been the focus of The.Team purchases. In May he took a stake in GG11, an agency focused on Italian football. It has also acquired the football division of People in Sport, International Football Management and SportPlus.
The deals follow a turbulent year for the business. It changed its name to The.Team after founder Casey Wasserman decided to sell the company when his name appeared in the US government’s Epstein files.
“Joining The.Team gives our customers access to more opportunities, capabilities and support beyond the UK, while allowing us to build on what has made OTG successful,” Arciniega said. “We’re incredibly proud of what we’ve built, and we’re confident that The.Team’s platform will help us continue that growth over the long term.”
Contact the writer of this story, Nick.Webster, at (email protected)
