Raheem Sterling for Gillette

Eric Cantona for Kronenbourg 1664

Robbie Savage for William Hill

Harry Redknapp for GoDaddy

Pierluigi Collina for Vodafone

Steffi Graf for Rexona

Sir Andy Murray for The American Express Gold Card

Pierluigi Collina for Snickers

Nigel Mansell for Ford Fusion

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Jose Mourinho for XTB

Sir Mo Farah for Oral B



Useful Sports specialise in matching the right sporting Talent to the right advertising, PR, Event or endorsement campaign on the right terms, at the right fee. Useful Sport is a service from The Useful Group which includes Useful TalentUseful ChefsUseful TV, & Useful Speakers.

With offices in London, New York, Monaco, Los Angeles and now, Abu Dhabi the group has been responsible for negotiating innumerable celebrity led endorsements, advertising & PR campaigns, corporate entertainment, product launches and personal appearances. These range from the very modest to multi-million dollar campaigns.

Our directors and staff are an enthusiastic group of young professionals qualified in advertising and public relations. We speak the same language as our agency clients as well as being highly skilled in negotiating the best deals with management when buying Talent. We have saved advertisers huge sums of money by cutting out unnecessary middlemen, whilst generating millions in income for our Talent.

And because we are independent, not acting as an agent for anyone except our advertising & PR clients, we have an outstanding reputation for skill and integrity in matching the aspirations and strategic marketing plans of major international advertisers with precisely the correct celebrity spokesperson.

When we speak. Celebrities listen.


An enthusiastic group of young agents

Representing over 250 sports stars from 5 international offices

The Useful Group has long-established contacts directly with many celebrities, personalities, and sports stars as well as with their representatives, managers, publicists, attorneys, personal assistants, and agents. Useful Sports not only represents sports Talent but is also able to access major British, European, and International talent with the minimum delay and have an outstanding reputation for matching advertisers with precisely the most appropriate Celebrity Influencers and Brand Ambassadors.

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Quite simply. No contract – No charge. If we are unable to secure the target Talent of your choice within the budget you have set, we make no charge whatsoever. We consult with our clients in the Advertising, Marketing, and PR industry to identify the celebrity or personality with the strongest appeal to the target market who will deliver the best possible results at the most economical cost for any proposed celebrity led advertising or endorsement campaign. We give our clients unlimited ideas and suggestions completely FREE of charge.

We will contact the appropriate celebrity, personality, or sports star by the method THEY have requested to negotiate the best terms on behalf of our client. We prepare, issue and negotiate water-tight contracts to bind and protect both the client and the celebrity. We deal with the payment of deposits and arrange for the collection and payment of subsequent contractual monies. If necessary we will arrange for payments to be made in ways designed to reduce the tax burden of the Talent concerned.

We make all the necessary arrangements for the travel and attendance of the selected Talent at the studio or other venue and personally supervise whatever activity is called for under the contract. We are one of the most experienced and reliable agencies in the world for any commercial activity concerning any type of Talent.

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Planning a Campaign, Shoot or Event?


Useful Talent are the best and most reliable celebrity agents based in the UK, in part because we understand that authenticity is an essential component to building a successful campaign. Couple this with a strong PR approach that will engender plenty of media coverage and you have a winning formula.


We also understand that many content avenues exist for applying a celebrity’s talents. This has become increasingly important in the digital era as the younger generation is both media- and marketing-savvy. Therefore, we think long-and-hard on what communication tools are available, and which will best drive a successful collaboration.


We are an enthusiastic group of talent agents, qualified in advertising and PR, who speak the same language as our agency clients. We pride ourselves on being highly skilled negotiators, able to secure the best deals with managements when buying talent.


No other talent agency has such experience in procuring celebrities for long-term deals that continuously create value for the brands they represent.

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