Allyson Felix — the most decorated track and field athlete in history, with seven Olympic gold medals among her trophy haul — continues to elevate women’s sports off the field of play. Her latest business venture: launch the first full-service management firm dedicated exclusively to supporting female athletes and their commercial partners in women’s sports.
Women’s sports talent management firm Always Alpha — co-founded by Felix and sports executive Cosette Chaput, who serves as CEO — has teamed up with women’s sports marketing firm Deep Blue Sports + Entertainment — led by founder and CEO Laura Correnti — to create the new outfit.
According to a press release, Deep Blue and Always Alpha’s joint venture (supported by investment from independent, integrated agency Giant Spoon) is designed to “enable both firms to offer complementary commercial strategy, deal development, category creation and industry thought leadership services — providing an unprecedented and simple solution for both brands and talent in women’s sports to connect and grow.”
Always Alpha was founded last year by Felix and Chaput, as a subsidiary of entertainment marketing, production and content development company Dolphin. Their mission: to reimagine talent management for multifaceted women athletes, broadcasters, coaches and changemakers “who are breaking barriers, owning their voices and creating a better future on and off the field of play.” Among Always Alpha’s clients are Olympic gold medalists Kristen Faulkner (cycling) and Kelsey Robinson Cook (volleyball).
Likewise, Deep Blue, founded in 2013 by Correnti and with WNBA legend Sue Bird as partner, also aims to operate differently than other sports firms. The company exists to “identify, inform and influence business models and growth opportunities” in women sports and staked its claim as the first outfit to focus exclusively on commercial opportunities in this sector, utilizing a unique structure where media and marketing pros work alongside the athletes to ensure that brands get their “first-person perspective” when creating marketing strategies and brand messaging around women’s sports.
“In an industry too often defined by competition, we’re breaking new ground with a first-of-its-kind collaboration to drive real change for women in sports,” said Chaput in a statement announcing the new venture, which is being unveiled on National Girls and Women in Sports Day.
“Laura has set the standard in branding and advertising, built upon a shared vision — unlocking the limitless potential of the women’s sports industry and revolutionizing outdated business models that were never designed for the dynamic talent we represent,” Chaput said, adding that joining forces “isn’t simply great business — it’s a perfect alignment of purpose and values.”
Correnti concurred, noting how the joint venture “represents a new era in women’s sports.”
“By developing the first full-service firm intentionally designed to transform all aspects of the industry, Deep Blue and Always Alpha offer unprecedented strategic and operational services for those shaping the future of the women’s sports industry, on and off the field,” Correnti said. “We intend to become the world leader in building strategies and brokering commercial partnerships that deliver ROI and supercharge the business of women’s sports across the entire ecosystem.”
At launch, the new entity has signed some of the world’s top football talent to manage and represent their commercial interests, exclusively. The roster includes Temwa Chawinga (Malawi, Kansas City Current), who is also represented by Always Alpha, as well as Barbra Banda (Zambia, Orlando Pride) and Niamh Charles (England, Chelsea F.C.), who are repped by Deep Blue. The firms are also actively engaging with leading brand marketers.
Always Alpha and Deep Blue will celebrate the launch of their new venture at an exclusive luncheon in New Orleans amid the Super Bowl weekend celebrations. They will also be partnering together at Deep Blue’s annual Business of Women’s Sports Summit on Apr. 22 in New York, as well as at the Women’s Sports House during the Cannes Lions Festival.
[Pictured above: Always Alpha’s Allyson Felix and Cosette Chaput; Deep Blue’s Laura Correnti.]
