Athletes First Expands from NFL to NBA Operations

Sports agency Athletes First, known for its significant success within the NFL, has announced the launch of a dedicated basketball division. The firm plans to leverage its established expertise and operational model from professional football to build a presence in the NBA and the Name, Image, and Likeness (NIL) space.

David Mulugheta, President of Team Sports at Athletes First and a highly-ranked agent according to Forbes, stated that the timing for this expansion into basketball is strategic. The company has been evaluating opportunities to diversify its business while maintaining its core cultural values.

To spearhead the new basketball division, Athletes First has recruited industry veterans John Noonan and Brandon James. This move aligns with the agency's broader strategy of diversifying its client base and service offerings beyond its core football representation.

The establishment of a basketball division signals Athletes First's ambition to compete in new segments of the sports management landscape. Their prior track record in the NFL provides a foundation for entering the competitive NBA and NIL markets.