A curated few. Approached directly.
Every athlete on the AoS roster is reviewed by us before the profile goes live. Brands with an AoS account see names, photos and full profiles. Ask about an athlete, or send us a brief: every enquiry comes to us, and we answer it ourselves.
Format
Long-term ambassadorships, not campaign cameos.
Geography
Professional sport worldwide, broadly defined.
Structure
Cash, equity, or both, depending on fit.
Selection
Mutual. We say no often.
How we work with brands
What a serious partnership actually requires.
A partnership that works is built on fit, not on follower counts. We start with whether the brand and the athlete share something real: a product worth using, a set of values that align, a horizon long enough to build something.
We manage the relationship from introduction to delivery. That means we know the athlete's schedule, their preferences, their boundaries, and their goals. It means a brand contacts one person and gets a consistent response. And it means when something goes wrong, as it occasionally does in any working relationship, it's handled quickly and without noise.
Our commercial structure is straightforward. We earn a commission on the negotiated deal value, disclosed to both parties from the first conversation. There is no placement fee and no listing cost.
Find
Browse the roster by sport, level and country, or send us a brief.
The shortlist
One to three athletes we'd approach. Explained, not just listed. We tell you why each is the right fit.
The structure
Cash, equity, or both. We negotiate on behalf of the athlete and ensure the brand has clear deliverables.
The work
Campaign delivery, content, appearances, and the ongoing relationship. We are the point of contact throughout.
A note on structure
Why we increasingly structure deals in equity.
An athlete who owns a stake in a brand behaves differently from one who was paid for an appearance. They ask questions. They introduce people. They mention it in rooms you'll never be in.
The most durable partnerships we've seen share a common structure: the athlete is a stakeholder, not a vendor. Cash works for short engagements. Equity works for the kind of relationship that compounds over time.
Not every deal should be equity-based. But we always ask the question, for both sides. The answer shapes the relationship more than the fee does.
What we look for in a brand
The things that make a partnership work.
- A real product. Something worth wearing, using, or living with. The athlete has to believe in it.
- A long horizon. Looking for a relationship that lasts, not a campaign that ends after two posts.
- A clear ethic. Nothing to apologise for, in six months or six years.
- A serious team. People who understand what a working athlete relationship actually requires.
We won't take on single-post promotions. We won't work with gambling brands. We won't represent alcohol brands activated during competition. We won't sign anything we couldn't stand behind in a public conversation six months from now.
The sectors we're drawn to: independent sportswear, watches, hospitality and wellness, automotive, food and beverage with real provenance, financial services with genuine conviction, founders with a reason to exist.
Independent Sportswear
Watches & Fine Accessories
Hospitality & Wellness
Automotive
Food, Drink & Provenance
Financial Services
Brief us directly.
Five short questions about your brand, the partnership you have in mind, and who you're trying to reach. We'll review it carefully and come back to you within a few days.
Five minutes. No obligation.