Sportfive, the heavyweight international sports marketing agency, has agreed a deal to acquire 4sports Hockey, the Switzerland-based athlete management agency specialising in ice hockey.
The acquisition expands Sportfive’s athlete management business into international ice hockey and enhances its global athlete management offering.
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Headquartered in Zug, 4sports Hockey operates internationally with offices in Switzerland, Germany, Sweden, Finland, and the United States and represents around 300 clients.
Its roots date back to 2006, with the current independent company established in 2019.
The agency combines former professional players, agents, and hockey specialists, providing representation and support to athletes across European leagues and North America’s NHL.
Its services span player representation, player development, career planning, contract negotiations, as well as off-ice and business services.
The acquisition complements Sportfive’s existing athlete management activities across golf, soccer, and tennis.
4sports Hockey founder Daniel Giger will continue to lead the business alongside Peter Forsberg, Johan Finnström, Micke Johansson, and Timo Machleid, supported by the company’s 20-member team.
Stefan Felsing, CEO of Sportfive, said: “4sports has built a strong position in international hockey based on deep expertise, trusted relationships and a highly personal approach to athlete representation.
“Bringing 4sports into Sportfive is an important step in our ambition to further grow our global athlete management business. By combining their hockey expertise and international network with Sportfive’s global reach and broader commercial capabilities, we see significant opportunities to create additional value for athletes and grow the business internationally.”
Giger added: “Joining Sportfive gives us the opportunity to build on what has made 4sports successful while significantly expanding the platform available to our athletes.
“Sportfive’s international reach, global sales organization, and relationships across the sports industry open up exciting opportunities for our business and our clients. At the same time, our commitment to personal relationships, deep hockey expertise, and putting our players first will remain at the heart of everything we do.”
