Hustle, hit, never quit
Football agency · London
Every decision, backed by evidence
SONO SPORTS represents players, brokers transfers and advises on club ownership. Every recommendation we make is backed by data, from a contract negotiation to a club acquisition.
What we do
Four disciplines, one view of the game
The data that values a player for a transfer also strengthens his contract talks and helps price a club. We use it across all four services.
Player careers
Contracts, career planning and commercial work, from first professional deal to life after football.
Read more → BrokeringTransfers & loans
Buy-side and sell-side mandates, loan placements and deal structuring in every window.
Read more → M&AClub ownership
Acquisitions, minority stakes and investment rounds, with football-specific due diligence.
Read more → AnalyticsPerformance & valuation
Player and squad analysis, market valuation and recruitment shortlists for clubs and investors.
Read more →Player representation
A plan for the whole career
We take on a small number of players so each gets direct attention. The plan changes at every stage, and so does the advice.
- Age 16–18
Academy
Scholarship terms, education and choosing the right pathway.
- Age 18–21
First pro deal
Contract terms, release clauses and loan protections.
- Age 19–23
Development
Loans chosen for minutes and the right level, backed by data.
- Age 24–30
Peak years
Major transfers, image rights and commercial partnerships.
- Age 30+
Transition
Final contracts, coaching badges, media and life after playing.
Brokering
Deals done inside the window
We act for buying clubs, selling clubs and players. We work the market year-round so deals are ready before the window opens.
English transfer windows
Exact dates are set each season by the Premier League and EFL. The other eight months are when the groundwork is done.
Mergers & acquisitions
Buying a club is buying a squad
We advise investors, owners and consortia on acquisitions, disposals and minority stakes. Our football knowledge covers what a general adviser can miss.
- Stage 1
Mandate & search
Define the target profile and screen clubs by league, finances and potential.
- Stage 2
Valuation
Price the club, including the squad as a tradeable asset base.
- Stage 3
Due diligence
Football, financial and regulatory review alongside your legal team.
- Stage 4
Completion
Negotiation, league approvals and a first-100-days plan.
Analytics
We measure before we negotiate
Our in-house recruitment and opposition-scouting platform turns event and tracking data into decisions a sporting director can act on.
- Player valuation
- Market value ranges based on age, contract length, minutes, league strength and comparable transfers.
- Recruitment
- Shortlists built to a club's playing style and budget, filtered by role, not just position.
- Opposition scouting
- Pre-match reports on shape, pressing triggers and set-piece patterns.
- Squad audit
- Age profile, contract expiry map and wage-to-output analysis for boards and new owners.
How a valuation is built
- 1CollectEvent data, tracking data and contract details for the player and his peers.
- 2NormaliseAdjust per 90 minutes, by role and by league strength.
- 3CompareBenchmark against recent transfers of similar profiles.
- 4PriceA value range with the factors that move it, ready for the negotiating table.
About SONO SPORTS
Built by people who know the market
Contact
Let's talk
Players, clubs and investors. Every enquiry is handled in confidence.
- paul@sonosports.com
- Office
- London