GOLF
Carly Booth
Three-Time LET Winner · Sports Personality
AMG SPORTS MANAGEMENT · EST. 2014
REPRESENT.
POSITION.
BUILD.
International sports management and commercial strategy for athletes, brands and opportunities that demand more.
Explore AMG ↗01 / THE AMG APPROACH
Where sport, business and media meet.
AMG was formed in 2014, built from backgrounds in international sports events, athlete support environments, commercial partnerships and media operations.
02 / SELECTED ATHLETES
03 / COMMERCIAL
Athletes aren't just building followings. They're building assets.
AMG develops the commercial architecture around an athlete's profile — turning attention into direct distribution, first-party data opportunities, owned media, licensable IP and ventures that can create value well beyond competition.
04 / THE COMMERCIAL JOURNEY
FROM FOLLOWING
TO ASSET.
We look beyond impressions and logo placement. The objective is to build athletes into media and commercial platforms — creating assets that brands can participate in, help grow and ultimately gain a more valuable role within.
Direct Distribution Channels
Build direct routes to audiences rather than relying solely on rented platforms and algorithms.
First-Party Data
Develop meaningful audience relationships and permission-based data opportunities that strengthen long-term commercial value.
Owned Media Formats
Create repeatable shows, series, content franchises and experiences that can become recognisable media properties.
Licensable IP
Turn an athlete's story, expertise, identity and formats into intellectual property that can travel across platforms and markets.
Equity-Driven Ventures
Where the fit is right, move beyond endorsement into ventures where the athlete and strategic partner can share in the value created.
Strategic Partners — Not Just Sponsors
The ambition is simple: give the right brands a more valuable role than a logo on shorts — building partnerships around growth, distribution, IP and shared commercial upside.
05 / ACROSS SPORT
BOXING
MMA
BKFC
GOLF
MULTI-SPORT
06 / AMG NETWORK
SPORT. MEDIA.
COMMERCE.
AMG also supports major sporting promotional events, creating connections across athletes, brands, media and live sport.
AMG SPORTS MANAGEMENT