First Artist and Mission Sports Management announced their merger and revealed their new name of First Artist Mission. The agencies, which between them have been running for more than 45 years, have formed the majority basis of First Artist Mission, which has also incorporated another football-specialist agency, Next Gen. Specializing in talent management, sponsorship and football consultancy, brand management and PR, it will represent many of the most high-profile names and up-and-coming stars from various sports, including cricketer Kevin Pietersen, footballer Jordan Ibe, cricketer Jason Roy, Paralympian swimmer Ellie Simmonds, football managers Steve Bruce, Dieter Hecking and Neil Lennon, footballer Kortney Hause, broadcaster Jim White, diver Jack Laugher and former athlete Steve Cram. Mission Sports Managing Dir Adam Wheatley will act as CEO for First Artist Mission, while former CEO of First Artist and football agent Jon Smith will act as chair, and experienced football agent Phil Smith as COO. Four-time Ashes and World Cup-winning cricketer Pietersen is also a company director. The move marks the end of an era for both parties, with First Artist having been involved in football management for more than 30 years. First Artist was involved in the formation of the Premier League and assisted Sky in launching this in '92 (First Artist Mission).
