General Sports Worldwide (Football – General Sports Europe)
Global Hybrid Agency
About
General Sports Worldwide is a global sports business group combining a long-running US-based consultancy with a European football agency arm under General Sports Europe. Founded by former Detroit Pistons executive and ex-Derby County owner Andy Appleby , the group expanded into football player representation through the acquisition and integration of 366 Group , later rebranded as General Sports Europe. GSW now manages athletes across football, American football, cricket, athletics and boxing, with the football unit focused on EFL, Scottish, Nordic and emerging international markets. Its differentiator is the blend of club-side consulting (ticketing, sponsorship, team M&A, executive search) and player representation, giving agents an unusually strong understanding of how clubs think commercially and operationally.
Key People
Notable Deals
2022 – Dan Ballard from Arsenal to Sunderland AFC – Permanent transfer to then-Championship Sunderland, later promoted to the Premier League; fee officially undisclosed, long-term contract reportedly through 2028. - 2024 – Tom Bradshaw to Oxford United – Centre-forward moves from Millwall to Oxford United on a permanent deal; contract details undisclosed but recorded under GSW’s representation. - 2025 – Sam Dalby from Wrexham to Bolton Wanderers – Free transfer after his Wrexham contract expired; four-year contract through 2029 following a prolific loan spell at Dundee United. - 2025 – André Raymond from St Johnstone to Ilves Tampere – Permanent move for the Trinidad and Tobago left-back to Finnish top-flight side Ilves, after a short spell at St Johnstone and Dunfermline; fee undisclosed, multi-year deal. - 2025 – Ashley Hay to Dundee FC – Young English centre-forward secures a move into the Scottish Premiership with Dundee FC on a contract running to 2027. - 2025 – Ben Casey from Watford to Potters Bar Town – Watford academy centre-back joins Potters Bar Town for senior minutes in the Isthmian Premier Division. - 2024 – Brad Halliday contract extension at Bradford City – Experienced right-back signs a new deal extending his stay to 2026. - 2025 – Kristian Dennis contract extension at Tranmere Rovers – Centre-forward extends his contract to 2026 after a productive spell at Tranmere. Fees shown are indicative estimates (not official).
Services
Quick Facts
Contact
This agency has been verified by Inter Agentcy. Information sourced from public records and verified sources.