We are a first-of-its-kind, independent sports marketing agency focused on connecting the global sports community by helping athletes, properties and brands to expand their global reach and revenues, through marketing and commercial initiatives.
Group 1 has the ability and know-how to provide our clients with everything they might need while traveling, from a local gym and trainer to branding and commercial opportunities. We are the best partner outside of your local market.
The agency was founded by Sergio Friede and Pierre Jouannin, who first met at the NBA Europe & Middle East office in 2016 where they spent more than seven years working together to grow the league’s reach globally.
NBA Players Larry Nance Jr. and Joe Harris as well as European soccer players Marco Asensio and Thibaut Courtois joined the pair as seed investors, providing invaluable knowledge and insights.
