The.Team, the sports agency formerly known as Wasserman, has acquired UK-based social media and digital creator representation business Outreach Talent Group (OTG).
Founded five years ago by Emilio and Amy Arciniega, OTG is headquartered in London and also operates an office in New York. The agency represents creators across sport, fitness, beauty and lifestyle.
OTG will be integrated into The.Team’s creator business, which was established in 2023. Emilio Arciniega will join The.Team as senior vice president of creators.
The.Team expands its creator strategy
Michael Calvin Jones, executive vice president of creators at The.Team, said OTG’s growth reflected the quality of its talent representation and highlighted the alignment between the two companies’ approaches.
The acquisition expands The.Team’s presence in the creator economy as the sports industry increasingly uses digital creators to reach younger audiences.
Football clubs, leagues and players are relying more heavily on creators alongside traditional broadcasters to engage fans, creating new commercial opportunities for agencies that can represent both athletes and the people producing content around them.
Bringing athletes and creators under the same agency platform can also allow brands and sponsors to build broader campaigns combining sporting talent, influencer reach and digital storytelling.
Football remains at the centre of The.Team’s expansion
The OTG acquisition is part of a broader investment and acquisition strategy by The.Team, with football continuing to be a major focus.
In May, the agency acquired a stake in GG11, a business focused on Italian football. It has also acquired the football division of People in Sport, as well as International Football Management and SportPlus.
The moves have expanded The.Team’s capabilities across football representation and commercial services.
The company underwent a major rebranding following founder Casey Wasserman’s decision to sell the business, with the agency subsequently adopting The.Team name.
OTG targets international growth
Emilio Arciniega said joining The.Team would give OTG’s clients access to greater opportunities, capabilities and support beyond the UK while allowing the agency to build on the foundations of its existing business.
With operations in London and New York, OTG will now have access to The.Team’s broader international platform, potentially expanding its creators’ reach across sports, brands and commercial markets.
The financial terms of the acquisition were not disclosed.
The deal reflects The.Team’s broader strategy of building an agency model that extends beyond traditional athlete representation to include creators, digital content and the wider commercial ecosystem surrounding modern sport.