Sports agency DEFY isn’t just shaking things up—they’re taking a wrecking ball to the creaky corridors of traditional sports management.
DEFY launched with one clear mission: put the person in front of the player, leaving old-school sports agents fumbling to pick their jaws off the ground.
Co-founded by childhood mates turned sports disruptors Harry Croft (CEO) and Declan Blackwood (COO), DEFY emerged from frustrations with the “archaic, transactional agent,” according to Croft.
“We’ve seen first-hand how the sport ecosystem has changed in recent years,” he explains. Blackwood adds confidently, “DEFY is about you, not us—we’re perfectly placed to deliver superior service to athletes and brands across the UK.”
More Than Contracts: DEFY’s New Model
The DEFY sports agency stands apart by redefining the conventional player-agent dynamic through their unique LifecycleThinking Model built on three pillars: Representation, Performance, and Exposure.
“We build genuine relationships and deliver exactly what our athletes need, personally and professionally,” says Croft.
Unlike traditional agencies that vanish between transfer windows and grand slams, DEFY ensures a year-round commitment, handling everything from elite representation and performance optimisation to creative PR.
Holistic Approach: Nutrition, Recovery, and Beyond
Performance isn’t just a buzzword at DEFY—it’s integral. Their approach deliberately includes elements typically reserved for specialist coaches or clubs, such as nutrition and recovery.
Blackwood explains this clearly: “Adding value to our athletes’ performance wherever possible is critical because ultimately, alongside their mentality and desire, it determines their level of success.”
Recognising that emerging talent may lack access to top-tier nutritional guidance and sports recovery, DEFY connects athletes to a trusted network of industry professionals, helping them become the best versions of themselves. “Our athletes know they can rely on us for nutritionists or sports massages whenever needed,” Croft assures.
A Case Study: Jessie Gale’s Rise
Proof of DEFY’s approach comes in the shape of Jessie Gale, signed at just 17. Within a year, her career transformed dramatically, transitioning from Charlton to Arsenal U21, becoming integral to both Arsenal’s Division 1 PGA League victory and England’s U19 Euros qualification. Equally remarkable is her off-pitch growth, building an engaged social following and openly sharing her ADHD journey—a testament to DEFY’s holistic model.
Mental Health: The Core of DEFY’s Athlete Care
DEFY doesn’t overlook the mental strain athletes endure. The agency provides constant, tailored mental health support through experienced sports psychologists.
“The wellbeing of our athletes is at the core of everything we do,” Blackwood stresses, “from contract negotiations to creative projects, our athletes know they can call us anytime for support.”
Collaboration, Not Competition with Clubs
DEFY’s extensive involvement in performance hasn’t caused friction with coaches or clubs—quite the opposite. By transparently collaborating, DEFY supplements existing structures without overstepping. Croft emphasises, “It’s about striking balance and being additive, not replacing existing services.”
Education as the Foundation
One fundamental element of DEFY’s model is education. The “E” in DEFY stands explicitly for education, highlighting the importance placed on athletes understanding and genuinely believing in the guidance provided.
Through workshops on wealth management, tax, and contract negotiations, athletes are equipped to make informed decisions.
Redefining Success and Managing Boundaries
Success for DEFY isn’t just trophies—it’s maintaining lifelong athlete relationships. “We want our athletes to look back and truly recognise what we helped them achieve,” says Blackwood. Communication remains bespoke and tailored, ensuring athletes are neither overwhelmed nor underserved.
Disrupting the Sports Management Status Quo
DEFY challenges the traditional sports agency landscape by emphasising year-round, holistic athlete care and proactive cultural engagement. Through creative marketing initiatives, DEFY helps athletes authentically express themselves beyond their sport, something the traditional agency rarely facilitates.
The Future of Athlete Management
DEFY’s innovative model isn’t merely experimental; it’s the future blueprint for sports representation. Croft confidently counters scepticism from traditional agents, saying, “We are specialists. Traditional structures don’t work for most athletes. Adding value beyond contract negotiations is crucial.”
Ultimately, DEFY’s sports agency isn’t just reshaping athlete management—they’re redefining it altogether. If traditional agencies aren’t paying attention, they soon might be left in the dust.
