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Olympic Gold Medalist Allyson Felix Backs First Full-Service Management Firm Dedicated to Women’s Sports

Always Alpha, co-founded by Allyson Felix, and Deep Blue Sports + Entertainment launch women's sports' first full-service management firm.

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.” 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). 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.

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