Entourage Sport and Entertainment - The Founder's Story

By Mark Cowan, CEO & Founder

What is the founder(s) background?

I actually started my career in the music industry, working with talent and helping to build their profiles through strategic partnerships. That experience gave me a deep understanding

of how to manage talent, maximise their commercial potential, and align them with the right brands.

From there, I transitioned into sport and entertainment, starting Entourage in 2014. It was during that time that I saw first-hand how powerful the right talent partnership could be for a brand -

and how often those opportunities were being missed or under-leveraged.

That’s really where the seed for Entourage was planted: the belief that by connecting the right talent with the right brand, at the right moment, you could create truly impactful campaigns.

What drove you to start Entourage?

We saw a clear gap in the market. Most footballers, once they reached the end of their playing careers, were often left without the same level of commercial support they had during their playing days. Their agents, who were primarily focused on securing contracts while they were active, would typically move on once their playing career was over - leaving these high- profile individuals with untapped commercial potential.

We felt there was a huge opportunity to step in and continue building their profile off the pitch - whether that was through brand partnerships, media opportunities, or ambassador roles.

We wanted to create an agency that didn’t just focus on the playing career but instead looked at the entire lifespan of a footballer’s commercial value. That’s really how Entourage was born - giving football legends a platform to remain relevant, commercially active, and culturally impactful long after they’d hung up their boots.

What key milestones have you achieved so far?

There have been a few standout moments that really shaped the trajectory of Entourage. One of the biggest was bringing Roberto Carlos onto our talent roster. He’s one of the most iconic figures in world football, and having him on board opened the door to some incredible brand partnerships and

content opportunities. It really validated our belief that football legends still hold immense commercial value long after they’ve retired - they just need the right platform and representation.

Another major milestone was facilitating the partnership between Fly Emirates and SL Benfica. To connect a global brand like Fly Emirates with one of Europe’s most iconic football clubs was a huge achievement for us. It reinforced our ability to not only work with talent but also drive major commercial

partnerships within the football ecosystem.

But one of the standout moments was definitely our work on the Nexon Icons Match in Seoul. We facilitated 29 football legends who took part in the match, ensured they were embedded into meaningful content, and helped deliver an experience for over 70,000 fans. That was a proud moment for

the team.

What has been the biggest challenge?

Scaling without compromising quality. When you’re working with global talent, global brands, and global rights holders, there’s always a temptation to take on as much work as possible. But from day one, we’ve been clear that every project must have real impact - whether it’s the right talent fit, the

right story, or the right commercial outcome.

So, the challenge has always been about finding that balance - growing at scale while staying true to the level of excellence that Entourage is known for.

What lessons have you learned so far?

The biggest lesson is that relationships drive everything. It’s not just about securing talent or brokering deals — it’s about nurturing relationships with brands, talent, and rights holders so that when the right opportunity arises, you can move fast and deliver real impact.

I’ve also learned that speed wins in this industry. If you can spot an opportunity, align the right stakeholders, and execute quickly — you’ll always stay ahead of the competition.

Lowest moment?

I think any founder will tell you that there are moments when the pressure feels immense - whether it’s managing cash flow, scaling the team, or simply trying to deliver for every single client, every single time.

There have definitely been moments where we’ve lost out on opportunities we were passionate about or seen projects fall through at the last minute. That’s tough. But you learn from it, and you keep moving forward

Biggest highlight?

There are too many to define as the biggest. Working in this space, being able to meet idols and influential people within sport I would say is the biggest “high.”

Next summer will be the 4th FIFA World Cup we have attended. Being heavily involved with an event we all grew up fascinated with is a constant high.

But one project we’re extremely proud of is the production of Brazil 2002: The Real Story. It was an incredible opportunity to tell the inside story of Brazil’s World Cup-winning team, featuring first-hand accounts from some of the greatest

players in football history.

What is your ambition and what do you want to achieve in the future?

The ambition is to continue building the most influential talent and partnership agency in sport and entertainment. I think we’ve built a strong reputation for delivering high-quality talent-led campaigns, but there’s still so much room to grow - particularly in North America, Asia, and the Middle East.

I’d also love to see Entourage play an even bigger role in shaping cultural moments through sport - whether that’s through major film partnerships, global tournaments, or pioneering content formats. There’s still so much more to do, and we’re only just getting started.

https://www.entourage-global.com/