Group 1 is a first-of-its-kind, independent sports marketing agency specializing in international expansion. We help brands, rights holders, and athletes grow their global reach and revenues through strategic marketing and commercial initiatives.
With offices in Europe, the United States, and the Middle East, Group 1 combines global presence with deep local expertise. We operate as a true one-stop shop, delivering end-to-end solutions across international fan engagement strategy, digital content, talent activation, event operations, and commercial development.
Founded in 2024 by Sergio Friede and Pierre Jouannin, the agency is built on a long-standing partnership. The founders first met at the NBA’s Europe & Middle East office, where they spent more than seven years working together to help expand the league’s global footprint.
Group 1 is also backed by elite athlete investors, including NBA players Larry Nance Jr. and Joe Harris, and European footballers Marco Asensio and Thibaut Courtois, whose experience and insight provide a unique strategic edge.
