Women’s football has undergone a transformation that is both accelerated and profound: from structural precariousness to stadium filling, through records and the professionalization of leagues, clubs and, also, representation agencies. In Spain, with a golden generation of footballers, a world champion and two-time Nations League champion team, a dominant FC Barcelona in Europe and the last five Ballons d’Or, the international focus was inevitable. In this context, the operation marks a before and after in the business and representation of European women’s football. Wasserman, American multinational and second most valuable sports agency in the world in 2025 according to Forbeshas acquired Unik Sports Management, the agency founded and managed five years ago by Carlota Planas, the first woman to chair a players’ representation agency.
The purchase — for an amount of one million dollars and the mayor remained until the closure of women’s football —, joins Planas as world vice-president of women’s football, and will strengthen the image of Mariona Caldentey, Claudia Pina or Cata Coll, some of whom are represented by the Catalan agent. Furthermore, this confirms an idea that Planas has defended since its beginnings: investing in women’s football is not an action for social values, but also a matter and a business decision. “It is the demonstration that there is business, interested, that there is a market and that it is going there. That this niche which seems to be such a niche is not there,” Planas explains to EL PAÍS. It’s not just a perception. “On the ground, we are looking to agencies, as well as Adidas and Nike, who have seen a sudden change in strategy in women’s sport, particularly in football,” he added.
Wasserman has shared this diagnosis for some time now. Founded in the United States, the company operates in multiple areas of sports, entertainment and entertainment. He also played a vital role in promoting women’s football in his country, where it is the most popular sport among women and the national team was the world’s first major power. It is in the multinational, which currently represents legendary former footballers like Mia Hamm or Alex Morgan, that players find in marketing a way to earn income when there are no professional salaries. In July 2019, he launched The Collective, a division created to promote the visibility and leadership of women in sport and culture. Working with Deloitte, the firm found that sponsorships in women’s professional sports increased by 22% in 2024 and that more than 80% of brands increased their investments over the past five years. At the same time, Wasserman strengthened its presence in European football with the acquisition of agencies like Volante, in the United Kingdom, partners like Alessia Russo, SportPlus.
The next step was to cast Spanish talent. The multinational took the time to continue Planas’ work and sought a personality capable of leading its expansion outside the United States, particularly in Europe, where the level of competitiveness is high and growth evident. The first meeting takes place in the final of the Women’s Champions League in 2024, in Bilbao. Wasserman had workshops in Madrid and Valencia, with structures for men, but needed talent from women’s football. Here is Unik, an agency with top-notch footballers like Caldentey —Balón de Plata and best player in the English championship last season—, Pina —renewed until 2029 with Barcelona, where he is a favorite for the future— and Cata Coll, one of the best carriers in the world, starter for Barça and the national team. For them, the jump is structural: from a team of five people to a network of more than 500 professionals. That’s right, Subraya Planas, you will not lose the personalization of your football players, but it will be an impulse to raise your image without losing your own account.
This change is seen with particular clarity in the context of marketing. Not so long ago, brand collaborations with female football players stemmed from a largely aidist discourse, more symbolic than strategic. “This has nothing to do with what is happening now. The amounts are multiplied by ten,” explains Planas. Some players, let’s face it, have surpassed international footballers in terms of commercial tickets in their first years as an agent. “We went from not being able to overcome the masculine in certain things,” he recalls. But I warn you: it is not necessary to compare him to the male or imitate the same, it is enough to study and investigate his. “They’re different paths, and we don’t need to examine them. What we struggle with is finding the opportunities that merit it and, from there, seeing where we get there.”
Professionalization was key. Before, commercial performance was not real because it was not real in sporting conditions either. “There was a lack of resources, structure, promotion and visibility,” explains Planas. Today, the scenario is more optimistic, even if there is still no way forward. And Wasserman’s move is part of a larger trend. Agencies historically focused on men’s football have evolved into women’s football in their own right, while others continue to expand. Gestifute, led by Jorge Mendes, is associated with WOM by Cristian Martín, who represents Aitana Bonmatí; You First, with Alexia Putellas in its camp, acquired Be Player. “Before, it was exceptional for an agency to be among actresses. Today, it is rare to find one that has not entered the women’s market,” Planas explains.
Buying Unik is not just a simple commercial transaction. This is the confirmation of an idea defended at the time little heard: women’s football also generates business and can also occupy a central place in the sports industry.
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