Group 1 Agency

Group 1 is an independent sports marketing agency that specializes in international expansion strategy and execution. We are a one-stop shop solution for properties, athletes, and brands that are looking to grow their business globally. The agency was co-founded in February 2024 by Sergio Friede and Pierre Jouannin following 25 combined years in the industry at properties like the National Basketball Association, La Liga, Manchester City, and Real Madrid. Group 1 core expertise areas are strategy development, brand building, event execution, travel solutions, player marketing, and commercialization of international rights. We are your best partner outside of your local market.