Manager, Licensing and Athlete Relations

Winners Alliance is a global, athlete-centric commercial solution dedicated to creating novel group licensing, sponsorship, partnership, content, investment and event opportunities for world-class athletes collectively. Launched in August 2022, Winners Alliance serves as the for-profit affiliate of the Professional Tennis Players Association, World Cricketers’ Association, Euro League Players Association, and a growing portfolio of partners, representing the group commercial rights of hundreds of athletes worldwide.

Among its pioneering initiatives, Winners Alliance aims to establish a sustainable group licensing program encompassing video games, trading cards, collectibles, and related opportunities.

We are seeking a Manager, Licensing and Athlete Relations to join our growing team. This is a people-first role that sits across both sides of our business: our group licensing program and our growing Athlete Relations function. This role will be responsible for building and managing relationships with athletes, agents, and licensing partners, lead on-site athlete execution including signing sessions and appearances, and support day-to-day licensing operations.

We are looking for someone versatile who can take on real responsibility from day one.

• Build and maintain trusted relationships with players, agents, and athlete representatives across tennis, cricket and other global sports.
• Lead signing sessions, player appearances, and on-site event execution, including travel at short notice.
• Facilitate athlete participation in partner campaigns (e.g., social content, product reveals, appearances).
• Serve as a contact for players and agents on program questions, approvals, and opportunities.
• Support day-to-day relationships with licensees and act as the key point of contact in the absence of the Senior Account Manager, Licensing.
• Manage the athlete image and product approval process for trading cards, collectibles, and other licensed products across multiple sports.
• Manage onboarding and educational sessions between new licensees and athlete representatives.
• Track licensing agreements and key contract deliverables.
• Maintain tracking systems and tools that keep workflows seamless and projects on track.
• Collaborate with the finance team and licensing team on royalty reporting and deliverable tracking.
• Attend key tournaments and licensing events to deepen relationships across the tennis, cricket, and international sports ecosystems.
• Bring ideas for new athlete-led opportunities and growth areas.

• Bachelor’s degree or equivalent experience.
  3–5 years of professional experience in sports, athlete or talent management, partnerships, licensing, or a similar field.
• Exceptional people skills, with the ability to build trust quickly with athletes, agents, and commercial partners.
• Ability and willingness to travel frequently, including internationally and at short notice, and to work flexible, non-traditional hours around tournaments and events.
• Proactive, self-directed mindset; able to operate with limited direction and juggle multiple priorities in a fast-paced, remote-first environment.
• Strong written and verbal communication, organization, and problem-solving skills.

• Knowledge of, or an existing network within, the tennis and cricket landscape.
• Experience working directly with athletes, agents, or athlete representatives.
• Multiple languages a plus, given the global player and agent base.
• Exposure to licensed products (trading cards, collectibles, games) is a plus, not a requirement.