Misha Sher is an athlete marketing expert with more than 20 years of industry experience. He has negotiated and advised on deals worth over £1 billion, including sponsorships, endorsements, media rights, and athlete partnerships. Misha has helped shape the modern intersection of sport, talent, media, and culture—working with global brands like Coca-Cola, adidas, and Toyota, and representing icons such as Pelé, Vini Jr, Brian Lara, Mesut Özil, and Alessia Russo. His athlete-first model empowers talent to become brands and media entities in their own right—launching businesses, building IP, earning equity, and starring in award-winning content. A published author and regular contributor to outlets including The New York Times, BBC, and Forbes, Misha also serves on the board of the European Sponsorship Association and holds an MBA in Football Industries.
