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Unmatched excellence

ABOUT US

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Unmatched Excellence•

Global Sports Insight That Drives Our Client Success.

General Sports Worldwide (GSW) was founded in 1998 by Andy Appleby with a single, clear ambition: to build a world-class sports and entertainment business. What followed was more than 25 years of growth, evolution and genuine impact across the global sports industry. 

Today, GSW operates across the globe, works with clubs at every level of professional sport, and represents hundreds of athletes across multiple disciplines. The business has grown significantly – but the ambition that started it all has never changed. 

We offer a range of specialist service areas, each delivered by a team with genuine, first-hand experience inside sport: including representation, consultancy services, team acquisitions and mergers and executive search. By combining strategic insight, commercial expertise and a deep understanding of sport’s cultural power, the organization is positioned to deliver meaningful impact – for partners, communities, and the industry as a whole. 

GSW is built on a simple but powerful belief: Sport has a unique ability to bring people together in ways nothing else can. 

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UNMATCHED EXPERIENCE

With decades of experience, we have first-hand experience and understanding of exactly what it takes to succeed in the business of sports.
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Network DEPTH

We have built long-lasting relationships with decision makers across the industry: from sports teams, athletes, governing bodies, agencies and blue-chip brands.
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OUTSTANDING RELIABILITY

Our working philosophy ensures that each and every client, project and party receives the highest levels of professionalism and quality of service.
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TURNKEY SERVICE

Our service categories naturally flow from one area to another allowing us to offer holistic support to our clients, providing them with the tools they need to succeed.