Athletes First Expands Its Dominance from NFL to NBA
For a quarter-century, Athletes First has stood as a powerhouse in sports management, shaping the careers of some of the NFL’s most prominent athletes. Since its founding in 2001, the firm has built an impressive roster, representing elite players such as Baltimore Ravens running back Derrick Henry and Dallas Cowboys quarterback Dak Prescott. At the helm of its team sports division is David Mulugheta, who has been recognized as the top NFL agent on Forbes’ 2025 Most Powerful Sports Agents list, underscoring the firm’s industry authority and trusted reputation.
In a strategic move to diversify and broaden its impact, Athletes First is launching a dedicated basketball division. This new venture enlists seasoned professionals John Noonan and Brandon James to spearhead the NBA and Name, Image, and Likeness (NIL) practices. Mulugheta recently shared insights with Entrepreneur on why now is the ideal moment for this expansion.
David Mulugheta’s Journey and the Evolution of Athletes First
Dan Bova: How long have you been with Athletes First?
David Mulugheta: I started with an internship in the spring or summer of 2008, making it 18 years now.
Mulugheta’s initial responsibilities were foundational tasks such as printing, binding packages, and running errands, but his focus was always on becoming indispensable. This early experience gave him a comprehensive understanding of the sports management ecosystem, laying the groundwork for his eventual rise to the top of the industry.
Why Basketball Is the Next Frontier
While Athletes First has long been synonymous with football, the firm has steadily expanded its reach. “We’ve always had our eye on continuing to diversify our business,” Mulugheta explained. The agency currently represents NFL coaches, front office executives, and college coaches, and has experience in basketball coaching representation through agent Scott Gaffield. The addition of broadcasters to their portfolio further highlights their broadening scope.
Basketball, as Mulugheta notes, “made sense” as the next step, but only when the right team and cultural fit were in place. Previous opportunities to launch a basketball division didn’t feel right until now, emphasizing Athletes First’s commitment to maintaining its strong company culture while expanding.
Inside the Life of a Sports Management Agency
When asked about the daily responsibilities of a management agency, Mulugheta highlights the dynamic nature of the work. Unlike commodities, athletes are individuals with unique needs, making each day an adventure. Activities vary seasonally—from contract negotiations during free agency to recruiting new talent year-round.
The rise of NIL has expanded the scope of athlete representation to younger clients, often high school athletes. “The cool thing is watching them go from high school players trying to figure it out, to college, to hopefully the NFL, NBA, or WNBA,” Mulugheta said. This progression requires a tailored approach that balances athletic development, business education, and personal growth.
Early Engagement and Long-Term Athlete Development
Mulugheta emphasizes the shift in athlete representation, noting that agents can now engage with athletes at much younger ages compared to previous restrictions. “Now we actually get to teach that to kids who are fifteen,” he explained, pointing to the importance of instilling professional habits early on—including financial literacy, body care, and career planning.
This early mentorship helps athletes build a strong foundation, giving them a longer runway to understand the complexities of professional sports, money management, and personal branding before reaching the peak of their careers.
The Growing Opportunity in the NBA Market
Regarding the NBA’s evolving landscape, Mulugheta observes that traditional barriers to entry have diminished, particularly with NIL allowing earlier relationship-building. While football dominates the American market, the NBA’s global stature offers a different and exciting business model.
“We’re excited about it because that barrier to entry has changed significantly,” Mulugheta said. This shift allows agencies like Athletes First to demonstrate value to families and athletes earlier than ever before, aligning with the firm’s long-term strategic vision.
Translating Football Success to Basketball Representation
Mulugheta underscores that the core principles of athlete representation remain consistent across sports. “The baseline for what it is to be a good representative—whether it’s football, basketball, baseball—is pretty much the same,” he explained. The focus is on easing the athletes’ lives off the field or court and maximizing the fruits of their hard work.
Rather than venturing into unfamiliar territory, Athletes First views basketball as a natural extension of its existing strengths and expertise. The firm’s operational excellence, client-first approach, and commitment to culture provide a solid foundation for success in this new vertical.
For more on Athletes First’s groundbreaking expansion into basketball and insights from David Mulugheta, read the full interview Here.
