You don't need permission to be heard—just a great story and the right team to tell it. These five sports publicity firms know how to get you noticed.
The Changing Game of Sports Publicity
Sports publicity has moved far beyond the press release. Today, it's about building a narrative that resonates across earned, social, and owned media. Athletes, teams, and brands need partners who understand the media landscape and can pivot quickly when stories break. From NIL deals to crisis management, the right publicity firm can make or break your visibility. The firms below represent a spectrum of approaches, from boutique consultancies to global powerhouses.
How We Evaluated These Firms
We looked at each firm's service scope, industry focus, and how they position themselves for different client types. We also considered their track record with sports media and their ability to handle both proactive and reactive communications. Each firm brings a distinct flavor to the table, and we've highlighted what makes each one stand out.
Here's a quick snapshot of the five firms, their specialties, and what they're best for.
| Provider | Best For |
|---|---|
| FINN Partners | Full-service sports marketing with global reach |
| gpublicity – No B.S. Publicity | Personalized sports publicity and crisis prep |
| SPORTFIVE | Global sports marketing and brand partnerships |
| Praytell | Creative earned media and influencer campaigns |
| United Talent Agency | Full-service athlete representation and media deals |
The Full Breakdown
#1 FINN Partners
A screenshot of the FINN Partners website.
FINN Partners is a full-service sports marketing agency with three decades of experience guiding athletes, leagues, and brands. They've been at the Olympics since Salt Lake City and courtside at the NBA Finals, so they know how to create moments that matter. Their approach combines creative storytelling, thought leadership, and corporate communications to elevate clients. If you're looking for a team that can handle everything from crisis to celebration, FINN has the depth. They also have a global reach, which is key for athletes and brands with international ambitions. Check out their sports marketing case studies to see how they've helped clients win.
#2 gpublicity – No B.S. Publicity
A screenshot of the gpublicity – No B.S. Publicity website.
gpublicity is a personal consultancy that cuts through the noise with a no-nonsense approach to sports publicity. Owner G. Sideman brings decades of experience in sports media, helping athletes, organizations, and broadcasters build lasting connections with fans and partners. The site emphasizes storytelling and media strategy, with a clear focus on NIL athletes and author publicity. They also offer crisis communications guidance, using a simple ACT framework: Anticipate, Communicate, Tell the truth. If you want a hands-on partner who treats your story like their own, gpublicity delivers. Their blog and newsletter offer practical advice, making them a valuable resource beyond just PR services.
#3 SPORTFIVE
A screenshot of the SPORTFIVE website.
SPORTFIVE is a global sports marketing agency that works with the bravest brands and biggest rightsholders. They have a strong track record with athletes like Sam Kerr and Jürgen Klopp, showing they can handle top-tier personalities. Their work spans from football to golf to gaming, so they're not limited to one sport. They focus on delivering results through strategic partnerships and innovative campaigns. If you're a brand looking to break into sports or an athlete seeking global exposure, SPORTFIVE has the connections. Their success stories highlight their ability to create meaningful partnerships that drive business.
#4 Praytell
A screenshot of the Praytell website.
Praytell is a creative PR agency that brings a fresh, personality-driven approach to sports publicity. They focus on earned media, which means they're all about getting you coverage that you don't have to pay for. Their gameplan includes trend-to-earned opportunity-spotting and tentpole moment ideation, so they're always looking for the next big angle. They've worked with brands like DICK's Sporting Goods and Under Armour, proving they can handle big names. If you want a team that thinks outside the box and isn't afraid to get a little WTF, Praytell is your match. They also offer digital and influencer marketing, making them a one-stop shop for modern publicity.
#5 United Talent Agency
A screenshot of the United Talent Agency website.
United Talent Agency (UTA) is a powerhouse in sports representation, powered by KLUTCH Sports Group. They offer full-service representation, from athlete management to media and broadcast deals. UTA also produces original content through KLUTCH Originals, so they can tell your story across multiple platforms. They work with athletes, coaches, teams, and brands, making them a versatile partner. If you're looking to extend your career into media or secure major brand partnerships, UTA has the clout. Their corporate advisory services are a plus for athletes thinking about business ventures.
How to Choose Your Publicity Partner
Start by defining your goals: are you looking for ongoing PR strategy, a one-time campaign, or crisis support? Consider the size of the firm—boutique agencies like gpublicity offer personalized attention, while larger firms like UTA bring more resources. Look at their experience with your specific sport or niche, whether that's NIL athletes, authors, or broadcasters. Don't forget to ask about their media relationships and how they measure success. Finally, trust your gut: you want a partner who gets your story and is excited to tell it.
Streamlining Your Publicity Workflow
To make the most of your publicity efforts, consider automating parts of your media monitoring and outreach. Use tools to track mentions and sentiment, and set up alerts for relevant industry news. Automate your press release distribution to save time, but personalize your pitches to journalists. Schedule social media posts in advance to maintain a consistent presence. And always have a crisis communication plan ready—automation can help you respond quickly when things go wrong.
The Bottom Line
Whether you're an athlete, a brand, or an author, the right publicity firm can amplify your story and protect your reputation. From the personalized touch of gpublicity to the global scale of SPORTFIVE, there's a partner for every need. Take the time to evaluate your options, and don't be afraid to ask tough questions. Your story deserves to be heard—make sure you have the right team to tell it.