GoKawiilAthletes First launches NBA and NIL division, hires Noonan and James
Athletes First, the sports agency known for NFL clients like Derrick Henry and Dak Prescott, is starting a full basketball practice covering NBA representation and NIL work. The firm has hired industry veterans John Noonan and Brandon James to build out the new division, according to President of Team Sports David Mulugheta.
GoKawiil's interpretation of the reporting above, not reported fact.
The move suggests Athletes First is trying to diversify beyond its football-dominant business, following earlier expansions into coaching representation and broadcasting. Mulugheta frames the timing as being about finding the right cultural fit rather than market opportunity, which could signal a cautious, relationship-driven growth strategy rather than a rushed bid to capture NBA market share.
- Athletes First, a top NFL agency, is entering basketball representation for the first time.
- New hires John Noonan and Brandon James will lead the NBA and NIL practice.
- Firm leadership says cultural fit, not market timing alone, drove the decision to expand now.
Source: entrepreneur.com — Dan Bova, 2026-10-08
Published there as: “Athletes First Is Taking Its NFL Playbook to the NBA. Here’s Why Now Was the Exact Right Time to Do It.”
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