ABOUT FAME SPORTS GROUP
Twenty-five years. Every side of the table. One purpose.
FAME Sports Group was built on a depth of experience that very few organisations in sport can claim — not in one role, one market or one discipline, but across the full breadth of what this industry demands and what it truly takes to succeed within it.
An organisation built on genuine understanding.
FAME Sports Group is a premium sports advisory agency. We are boutique by design — focused, personal and entirely committed to the clients we work with. What we bring to every relationship is the product of over 25 years operating at the highest levels of global sport.
We have competed professionally, coached and developed athletes, built sporting properties from concept to global scale, negotiated and signed major commercial agreements, and advised some of the most significant organisations in world sport. We have been on every side of this industry — and that experience shapes everything we do.
“The best guidance in sport comes from an organisation that has lived every part of it — not one that has simply observed it from a distance.”
WHO WE ARE
It means that when FAME sits across the table from an athlete, a club director or a brand, the conversation begins with genuine understanding. Not assumption. Not theory. The kind of understanding that only comes from having been in that position — and knowing what it actually costs to get it wrong.
That is the foundation FAME brings to every client. Not just an agency that cares. An agency that knows.
WHAT IT MEANS FOR YOU
Experience that opens the right doors.
Over 25 years, FAME has built working relationships across the full landscape of global sport — with governing bodies, major clubs and leagues, global brands and the athletes who define the game. These are not connections assembled for the purposes of a pitch. They are the result of sustained delivery, earned trust and a long track record of making things happen.
For every client we work with, that network translates into something concrete — the right introduction at the right moment, the ability to navigate complex negotiations with confidence, and the knowledge of what a good outcome actually looks like in practice rather than in theory.
Our experience spans the full commercial and sporting spectrum. We have structured and negotiated deals with some of the most significant organisations in world sport. We have built properties from the ground up and scaled them to global audiences. We have advised boards, ownership groups and leadership teams on strategy, governance and commercial growth — in markets that range from the most developed sporting economies to emerging ones navigating complex environments for the first time.
Across all of it, the standard has been the same. We are in the room because we have earned the right to be there. And every client we work with benefits directly from that.
“We have been in the room before. We know who to speak to, what to say, when to push and when to hold. That judgment is not something you can shortcut.”
A GLOBAL PERSPECTIVE
Wherever sport matters, we have operated there.
Sport is without borders. Careers cross continents. Commercial opportunities exist in markets that most agencies have never set foot in. The organisations shaping global sport think and act internationally — and so do we.
FAME's operational experience spans six continents. Not as an observer, but as an organisation that has led, built and delivered across them — understanding the cultural, commercial and regulatory realities that determine whether something actually works in a given market.
That global depth is available to every client we work with — whether they are exploring familiar markets or navigating ones that are entirely new to them.
THE COMPLETE PICTURE
Every side of sport. One organisation.
What makes FAME genuinely different is not any single credential or any single deal. It is the combination — professional sport, elite coaching, league building, commercial negotiation, global executive leadership — accumulated over 25 years and applied entirely in the service of our clients.
Very few organisations in sport have operated across all of those dimensions. Fewer still have done so at the level FAME has, across the markets we have worked in and the organisations we have partnered with.
We are smaller by design. That is not a limitation — it is a deliberate choice that ensures every client receives the full weight of that experience, directly and without compromise. We are better because of it.
“Guiding you through what matters.”
WHAT WE STAND FOR
Four values. No exceptions.
These are the principles that guide every conversation, every negotiation and every decision we make on behalf of the people who trust us.
01
Integrity
“We say what we mean, and mean what we say.”
We are honest in every conversation, especially the uncomfortable ones. We will never tell you what you want to hear at the expense of what you need to know. Our clients trust us because we have given them every reason to, and never given them a reason not to. In a world where spin is standard, we choose plain truth every time.
02
Dedication
“We work harder for you than anyone else will.”
We are not managing you from a distance or handling your situation between dozens of others. When you are with FAME, you have our complete focus at every stage of the relationship — in every moment that matters, and in every moment you did not expect to need us. We show up. Every time.
03
People First
This is what makes FAME different from every agency our size and every agency ten times our size. We care about you — not your profile, not your contract value, not your ranking. Your wellbeing, your growth, your pressures, your life beyond the sport. We are genuinely invested in how things go for you. Not because it is good business. Because it is who we are.
“The person always matters more than the deal.”
04
Transparency
“You always know where you stand with us.”
No surprises. No delays. No spin. Whether the news is good or difficult, you will hear it directly from us — clearly and promptly. We do not dress things up or wait for the right moment. The people who trust us with their careers and their futures deserve nothing less than complete honesty, at all times.
LEADERSHIP
The minds behind the strategy.
Kieran Foley
Founder & CEO — FAME Sports Group
With over 25 years in the industry, Kieran has overseen some of the most complex commercial negotiations in world sport. His vision for a boutique, high-touch agency is the foundation upon which FAME was built.
Kieran Foley is a FIFA Licensed Agent and the Founder and CEO of FAME Sports Group. With over 25 years in the game — as a professional player, a coach, an official and a commercial negotiator — he brings a depth of understanding to sport that spans every side of the industry.
His commercial career has taken him across six continents, working with some of the most significant organisations in global sport. He founded and built the Caribbean Premier League T20 into the second largest T20 cricket league in the world, and has developed major commercial and partnership programmes across football, basketball, golf, rugby, athletics, cricket and beyond — working with governing bodies, major clubs, global brands and leading media organisations throughout.
He holds a Bachelor of Commerce and a Master's in Business from the University of Galway.