Profile completeness77%

Full Potential Agency

Scandinavian Player Hub

Sweden €23mm

25Players

€23mmPortfolio

About

Full Potential Agency is a FIFA-licensed football agency focused on Scandinavian talent, operating out of Malmö and Stockholm . The agency was founded by former Swedish internationals Markus Rosenberg and Petter Andersson to offer a more holistic, player-centric alternative to traditional representation. They work mainly with professional players in Sweden’s Allsvenskan and Superettan, as well as talents moving into leagues in England, the Netherlands, Poland, Norway, Denmark and MLS. A strong emphasis on development, mentoring and performance support differentiates FPA from many competitors.

Key People

CEO / Co-Founder: Petter Andersson

Co-founder and CEO, ex-Hammarby, FC Groningen and FC Midtjylland midfielder, responsible for player development concept and overall strategy. - Co-Founder / Head of Sales: Markus Rosenberg – Former Sweden international and Malmö FF captain, leads sales, football operations and key club relationships. - Licensed agents / management team: Markus Rosenberg – licensed owner / agent - Petter Andersson – licensed owner / agent (CEO / Agent on TransferRoom; agent profile on Swedish databases). - Behrang Safari – former Sweden international full-back, now player manager / mentor and scout. - Ylli Shabani – youth scout / mentor focused on Malmö and Skåne talent. - Stefan Alvén – sports lawyer / agent via Sportlex, handling legal and contractual matters. - Jimmy Bjorkander – Creative Director and Athlete Partnerships

Notable Deals

2022 – Rasmus Alm – IF Elfsborg to St. Louis CITY SC – signed on a free transfer ahead of the club’s inaugural MLS season, contract through 2025 with an option for 2026. - 2023 – Marcus Antonsson – IFK Värnamo to Al-Adalah FC – move to the Saudi Pro League, reported as a free transfer. - 2023 – Casper Widell – Helsingborgs IF to Excelsior Rotterdam – step to the Eredivisie, reported fee around €175k, long-term contract. - 2023 – Erdal Rakip – Malmö FF to Antalyaspor – switch from Allsvenskan to the Turkish Süper Lig, widely reported as a free transfer. - 2024 – Victor Eriksson – Minnesota United FC to Hammarby IF – return to Allsvenskan for an undisclosed fee. - 2024 – Ousmane Diawara – Landskrona BoIS to SCR Altach – move to the Austrian Bundesliga on a contract to 2027. - 2024 – Ousmane Diawara – SCR Altach to KuPS – loan for the remainder of 2024 to gain regular minutes. - 2024 – David Edvardsson – Malmö FF to Tromsø IL – permanent move after successful loan spells, reported fee around €170k–€200k range. - 2024 – Julian Larsson – Nottingham Forest to Burton Albion – permanent move to secure senior football in England. - 2025 – Fredrik Hammar – Hammarby IF to KV Mechelen – move to the Belgian Pro League, fee reportedly around €800k. - 2025 – Melker Widell – AaB to Swansea City – Championship move on a long-term deal, with a loan-back to Aalborg for the rest of 2024-25. - 2025 – Noah Persson – BSC Young Boys to Hammarby IF – left-back returning to Allsvenskan on a long-term contract to 2029, fee undisclosed. - 2025 – Camil Jebara – IF Elfsborg to Kalmar FF – loan move to get consistent minutes. - 2025 – Elton Hedström – Hammarby TFF to IF Brommapojkarna – step into Allsvenskan setup after development spells. - 2025 – Marcus Pettersson – Malmö FF to Landskrona BoIS – permanent transfer, contract reported to run until 2027. - 2024 – Jesper Karlström – Lech Poznań to Udinese Calcio – major move from Ekstraklasa to Serie A on a permanent deal.

Services

- Contract negotiation and career management Long-term career planning, club strategy and pathway design. - Negotiation of playing contracts, bonuses and performance clauses. - Renewal and extension talks with existing clubs to secure stability. - Transfers and loans Sourcing opportunities through a verified global club network. - Structuring domestic and international transfers across Scandinavia, wider Europe and MLS. - Loan placements aimed at playing-time development, particularly for young players. - Image rights, brand building and sponsorships Personal brand strategy, content and social media presence. - Endorsement and sponsor negotiations aligned with player values and profile. - PR support via the in-house creative studio and the TALKS content platform. - Legal, tax and compliance Contract review, dispute resolution and arbitration support via sports-law specialist Stefan Alvén and Sportlex. - Coordination with club and local advisors on tax, image-rights structures and regulatory compliance. - Performance, wellbeing and post-career planning Mentoring from ex-internationals (Rosenberg, Andersson, Safari) on performance habits, leadership and mentality. - Guidance on life after football through networks in business, media and education.