Wasserman, the US-based sports marketing and talent representation firm, has launched a new cricket division through a rebranding of cricket talent agency Phoenix Management Group.

Phoenix joined Wasserman as part of its acquisition of the CSM Sport and Entertainment agency last October. CSM acquired Phoenix in July 2022.

The company will be rebranded as Wasserman Cricket, with the division to be led by Phoenix founder and managing director Neil Fairbrother as executive vice president and managing executive.

Fairbrother and his staff will continue to be based in Manchester.  

The agency manages several current players such as Joe Root, Ben Stokes, Jos Buttler, Zak Crawley, Liam Livingstone, Ollie Pope, Nat Sciver-Brunt, Alice Capsey, and Sophie Ecclestone, as well as several ex-players and media personalities, including the recently retired Stuart Broad, and former Ashes-winning captain Michael Vaughan.  

The new division marks Wasserman's first entry into cricket. 

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Jason Ranne, Wasserman president of talent representation, said: “Cricket is an engaging sport of immense popularity around the world, and Neil and his team built a great reputation in the business over many years.

“They are known industry-wide as an innovative cricket practice representing men and women in all phases of their careers. They are also known for their integrity, and we are thrilled to have them as part of Wasserman’s expansion into the sport.” 

Fairbrother added: “Wasserman has long been home to the brightest and best talent in sport, and we’re proud to be leading its entry into cricket, which marks a huge growth opportunity for the entire business.

“Our goal has always been to help our clients reach their full potential, both on and off the pitch. With the launch of Wasserman Cricket, we feel even more empowered to deliver on that promise, and we look forward to seeing what we can achieve together in the future.”  

Fairbrother, a former cricketer, launched Phoenix in 2018 with Sarah Harris, Michael Lumb, and Helen Clorley also part of the management team.

CSM was formally rebranded as Wasserman last week following the recent acquisition. The move will see Wasserman launch three new business units – Wasserman Live, Wasserman Rights Sales, and Wasserman Hospitality Sales.

The company now has an expanded presence across Africa, Asia, Europe, Oceania, and North and South America.