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The bases are loaded

A new agency formed late last year is looking to shake up Major League Baseball (MLB), the US competition that generated $7 billion in gross revenues in 2011 and is guaranteed labour peace until at least 2016.

Formed following the merger of athlete representation outfit Legacy Sports Group, run by baseball player agent Greg Genske, and marketing and management company The Agency Sports Management, TLA (The Legacy Agency) is listed on the London Stock Exchange and has a 250-person client base including 13 MLB All Stars.

TLA CEO Mike Principe and co-founder Bart Campbell, TLA’s non-executive chairman and COO of Chime Communications’ sports marketing division CSM, say there are significant opportunities in the athlete representation sector n the States, in particular now that TLA offers a “consolidated full-service offering combining representation with leading sports marketing expertise.”

SportsBusiness International understands Principe and Campbell looked at 13 different companies for a potential merger but Legacy and the Agency stood out from the crowd in terms of synergy and scope for potential growth.

Principe says before the merger the two businesses were growing organically but the new full-service agency — Providing a broader range of services in an integrated offering under one united brand — will accelerate this.

“TLA’s on-field focus on professional baseball stems from the industry’s strong underlying fundamentals and our belief that we can quickly become a recognised leader in the business of that sport,” says Principe, best known as managing director of BEST (Blue Entertainment Sports Television), the Louisville-based sports and entertainment agency acquired by global media giant Lagardère in June 2012.

Principe added that growth would also be continued through “accretive acquisitions” as well as “the development of select properties for which we’ve identified a need in the marketplace.”

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