Sportfive Acquires 4sports Hockey Agency
The Hamburg-based firm adds more than 300 clients through the purchase of the Zug, Switzerland, player representation agency.
Updated on Nov. 2, 2026 in Hockey
Sportfive has acquired 4sports Hockey, a hockey player representation agency based in Zug, Switzerland, adding more than 300 clients to its athlete management business. Financial terms of the deal were not disclosed.
Why it matters
The acquisition extends Sportfive's hockey business beyond its earlier focus on sponsorship deals with European leagues and media services for rights holders, adding player representation to its portfolio. It also supports the company's broader effort to expand its athlete management operations.
The acquisition brings more than 300 clients into Sportfive's roster of roughly 500 athletes across golf, football, hockey and other sports, with all 20-plus 4sports employees staying on. The purchase price and financial terms were not disclosed.
The players
Sportfive
Sportfive is a Hamburg, Germany-headquartered sports marketing and athlete management company that has expanded its representation business across golf, football, hockey and other sports.
4sports Hockey
4sports Hockey is a Zug, Switzerland-based player representation agency whose hockey business began in 2019 and whose roster includes NHL players such as Tim Stützle, Moritz Seider and Timo Meier.
Daniel Giger
Daniel Giger is the founder and CEO of 4sports, and he continues to lead the agency following the acquisition.
Claude Lemieux
Claude Lemieux was a former NHL player who led 4sports' North American NHL contract representation before he died in May.
Peter Forsberg
Peter Forsberg is a former NHL star who is expected to help Sportfive with North American recruiting.
The details
Sportfive acquired 4sports Hockey, which will keep its current name for now and continue under founder and CEO Daniel Giger. No outside firm helped negotiate the deal, and the agency's North American NHL contract representation, previously led by former NHLer Claude Lemieux before his death in May, is part of the transition.
Timeline
May: Claude Lemieux, who led 4sports' North American NHL contract representation, died.
2006: 4sports' roots date to this year.
2019: 4sports' hockey player representation business began.
Next year: Sportfive may revisit the 4sports branding.
Roadmap
The deal reflects a pattern in which multi-sport athlete management firms acquire specialist representation agencies to widen their rosters rather than build from scratch. Sportfive's move positions it to compete for North American and European hockey clients alongside established sports agencies.
For hockey fans, the deal means the 4sports roster of NHL clients, including players such as Tim Stützle, Moritz Seider and Timo Meier, now sits under Sportfive's management, though the agency's name and leadership remain unchanged for now. Contract negotiations and client service for those players are expected to continue through the existing 4sports team.
The takeaway
Multi-sport agencies are increasingly buying specialist representation firms to grow their hockey businesses, and the 4sports deal shows how existing staff and leadership can be kept intact through a sale. Readers following hockey contracts should watch whether the 4sports name and roster stay stable next year.
What happens next
Sportfive may revisit the 4sports branding next year, and Peter Forsberg is expected to help with North American recruiting.
Further reading
For more on how agencies shape player careers, browse the Hockey section.
