Athletes First, one of the most prominent agencies in American football, is expanding into basketball. The firm, which has represented NFL players for a quarter of a century, is taking its playbook to the NBA, according to top-ranked sports agent David Mulugheta.
The move marks a significant strategic shift for an agency that built its reputation in professional football. Mulugheta, who has negotiated some of the largest contracts in NFL history, explained that the decision to enter basketball was not taken lightly. The firm waited 25 years before making the leap, a period of deliberate patience that he believes holds lessons for entrepreneurs across industries.
Mulugheta framed the timing as deliberate rather than overdue. The agency spent years building the infrastructure, relationships and reputation needed to compete in a sport with a different salary-cap structure, player demographics and commercial ecosystem. Only when those foundations were firmly in place did the leadership conclude the moment was right to expand.
The NBA represents a distinct challenge from the NFL. Basketball contracts, endorsements and player representation operate under different collective bargaining rules, with a global talent pool and a season that overlaps with football’s off-season calendar. Agencies that have tried to straddle both sports have often struggled to replicate their success across codes.
Athletes First’s decision to wait reflects a broader philosophy that Mulugheta has articulated: growth should follow readiness, not opportunity alone. For entrepreneurs, the lesson is that expanding into a new market before the operational and cultural foundations are solid can dilute a brand rather than strengthen it.
The agency’s NFL client roster includes some of the league’s highest-profile quarterbacks and defensive stars. Translating that credibility into basketball will require new relationships with players, agents and team executives who operate in a different professional culture. Mulugheta’s own reputation as a top-ranked agent gives the firm a platform, but the NBA’s player representation market is crowded with established rivals.
The expansion also comes as athlete representation becomes increasingly global and commercial. Players in both leagues are building personal brands through media, endorsements and investment vehicles, and agencies are competing to offer a broader suite of services. Athletes First’s move into basketball can be seen as part of that wider trend toward multi-sport representation.
Mulugheta has not disclosed which NBA players the agency has signed or is targeting. The firm’s entry is likely to be gradual, mirroring the patient approach that defined its football business. Rather than announcing a splashy roster of clients, Athletes First appears to be building its basketball operation methodically.
For the sports industry, the expansion signals that the boundaries between football and basketball representation may be softening. Agencies that once specialised in a single sport are increasingly looking to diversify as athlete careers become more commercial and cross-platform. The success of Athletes First’s NBA venture will be watched closely by rivals considering similar moves.
Mulugheta’s message to entrepreneurs is that timing is a strategic asset. Waiting 25 years to enter a new arena may seem excessively cautious, but in his view it allowed the agency to arrive with the credibility, capital and operational discipline needed to compete. Whether that patience pays off in basketball will be the test of whether the NFL playbook translates to the hardwood.