England's rising football star Dele Alli hires CAA and The Sports PR Company in bid to 'maximise off-field potential'

Tottenham Hotspur and England national team player Dele Alli has appointed The Sports PR Company to manage his PR and CAA Sports to manage his commercial portfolio.

Alli celebrates netting for club side Spurs
Alli celebrates netting for club side Spurs

London-based independent The Sports PR Company, led by Caroline McAteer, also has UK-based stars including Theo Walcott, Petr Cech and Marouane Fellaini on its books. Its most famous former client is David Beckham, who also worked with McAteer at previous agencies including Outside Organisation.

McAteer confirmed to PRWeek that Alli was now a client.

CAA Sports, a division of global entertainment and sports agency Creative Artists Agency, will "work closely with Dele’s manager Harry Hickford to amplify and enhance Dele’s commercial portfolio globally", it said in a release.

Alli's new appointments follow a split with long-term agent Rob Segal and the official appointment of adoptive brother Hickford to manage his activies, according to the Mail. The paper writes that the player hopes the new team can "propel him to global superstardom".

"Dele is one of the most exciting players in the world presently, and we are thrilled to have the opportunity to work with him at this pivotal moment in his career, helping to accomplish his personal and professional goals," said Matthew O’Donohoe of CAA Sports.

Alli, who has been named the Professional Footballers' Association Young Player of the Year for the latest two seasons, said of CAA: "I’m excited for the future working alongside them. It was clear from the start that this is a company that can help me maximise my potential off the field."

CAA also represents footballers including Cristiano Ronaldo and James Rodriguez, managers such as José Mourinho, and individuals and competitions in other sports such as F1 star Nico Rosberg and the Six Nations Rugby Championship.

Listen now: What's the point of a sports agency? Episode 7 of PRWeek's sports marketing podcast, The Line

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