About ETSG
WHO WE ARE
Extra Time Sports Group specialises in connecting brands with elite players, clubs, rights holders, and VIP talent through trusted, long-term, and prosperous relationships.
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We operate at the intersection of sport, culture, and commerce, brokering partnerships that are strategically aligned, commercially sound, and built to deliver measurable value. Our work spans global sponsorships, ambassador appointments, and content-led activations, with football at the core of everything we do.
Our Approach
Relationship-Led
Our access is built over years, not campaigns. We work through established relationships with players, agents, clubs, creators, and commercial decision-makers, allowing us to move efficiently and align the right partners from the outset.
Discreet & Professional
We manage every engagement with structure and clarity. From negotiation and rights allocation to approvals, scheduling, and delivery, we ensure each partnership is executed properly and with minimal friction.
Global & Cross-Industry
While football remains our foundation, our network extends across sport, entertainment, and VIP culture. This allows us to support brands operating across multiple markets and sectors, from regional activations to global campaigns.
How We Work
ONE
Access & Alignment
We begin by understanding commercial objectives, market priorities, and brand positioning. Using our existing network, we identify the most suitable talent, club, or rights-holder for the brief.
TWO
Negotiation & Agreement
We work directly with talent representation and partner organisations to structure clear, commercially sound agreements that protect both sides and support long-term value.
THREE
Activation Plan & Delivery
From campaign planning to appearances, shoots, and digital output, we oversee delivery to ensure every element aligns with the agreed brief.
FOUR
Reporting & Performance
Where required, we support amplification and performance review, ensuring partnerships deliver tangible value beyond initial exposure.
Our History
Where we started
Origins in Player Representation
We began as a specialist football player agency, built on trusted relationships, deep industry knowledge, and first-hand experience within elite sport.
This foundation gave us direct access to players, clubs, and decision-makers across the game, establishing a network built on credibility and long-term trust.
Expanding Through Relationships
As our network grew, so did the opportunities around it. The natural extension of our work with players and clubs opened doors into brand partnerships, commercial collaborations, and broader marketing activity.
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Rather than a strategic pivot, this evolution was a direct result of the access and insight we had already built within the industry.
Becoming a Sports Marketing Agency
Today, we operate as a multi-functional boutique sports marketing agency, connecting brands, athletes, clubs, media personalities, and creators.
We continue to leverage the same trusted network and industry understanding, but now apply it across a wider range of partnership, activation, and commercial opportunities.
ETSG Leadership
Experience That Matters
Extra Time Sports Group is led by a team with over two decades of experience operating at the highest levels of sports partnerships, brand sponsorships, and talent-led commercial agreements.
Our leadership has worked across multiple sports, Premier League clubs, international rights holders, global brands, and elite sports talent, structuring partnerships that balance commercial value, brand alignment, and long-term viability.
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This experience enables us to understand how deals are truly executed: the commercial realities, the operational pressures, and the importance of delivering partnerships that work for every stakeholder involved. We bring a clear, professional approach to negotiation, execution, and relationship management, ensuring brands gain credible access, and partners receive structured, well-managed collaborations.
