AMG Sports Management

22/06/2026

Three years in the making.

Last night, I had the privilege of attending the red carpet premiere of Angel of the North, officially selected for the Raindance Film Festival and screened at Vue Piccadilly, London.

The film tells the true story of James ‘Gypsy Boy’ McCrory and features client, Ebanie Bridges, who plays Coach Charlie. Seeing a project that began filming around three years ago finally reach the big screen at such a prestigious festival was incredibly rewarding.

Watching Ebanie transition from world champion boxer to a role in a feature film is a great example of what’s possible when athletes embrace opportunities outside the ring.

What stood out most on the evening was the professionalism and humility shown by both Ebanie and James. Despite the excitement surrounding the premiere, they generously spent time with friends, family and fans, making sure everyone felt part of this special occasion. Those moments say as much about a person as any achievement.

Congratulations to everyone involved in bringing this project to life. A fantastic evening and a well-deserved moment for the cast, crew and everyone who has supported the journey over the last three years.

23/05/2026

Three years in the making and we’re looking forward to attending this film premiere.

‘ANGEL OF THE NORTH’ officially selected for Raindance Film Festival 2026 and will premiere at THE VUE Picadilly London on Sunday 21st of June.

Bringing to film the true life story of World Bare Knuckle Champion
James “Gypsy Boy” McCrory played by the fantastic John Duddy also featuring Steve Collins (one of Ireland’s most successful boxers) and starring former IBF Bantamweight World Champion Ebanie “Blonde Bomber “ Bridges - Boxer

Thank you Sean Cronin Cy Biggs Raymond Hollywood and the extended team 👏🏻👏🏻

26/04/2026

Working alongside Ebanie Bridges in her latest YouTube vlog, you get a real look behind the scenes of what high-performance sport actually demands.

This wasn’t just another fight camp — it was the first with Dom and the new team, and with that comes adjustment, pressure, and honest self-assessment.

Ebanie Bridges vs. Ebonie Cotton.

Saturday 18th April, Rainton Arena Sunderland.

Full vlog on Ebanie “Blonde Bomber “ Bridges - Boxer YouTube channel.

🎥 Hamlin Studios.

40 likes, 13 comments. "I Won…But Something Felt Off"

26/04/2026

Athletes are no longer waiting on contracts or fight purses to define their worth. The ownership economy is here, and the ones who understand branding, audience, and leverage are building income between competition—not just during it.

Your image, your network, your story—that’s your real asset.

If you’re an athlete and you’re not building partnerships, creating content, and owning your narrative, you’re leaving money and opportunity on the table.

Let’s change that.

Mike Perry vs. Nate Diaz Saturday, May 16, 2026 on Most Valuable Promotions.

Perry has built one of the most recognizable names in combat sports: “Platinum” / “King of Violence.”

* That brand travels across BKFC, boxing, and now MVP MMA. That's OWNERSHIP

19/04/2026

Ebanie Bridges gets the job done tonight, staying sharp and active on a smaller hall show—something not many former world champions would do. No shortcuts, no “gimme” fights… just real work.

All part of the journey as she pushes toward becoming a 2x world champion. Big fights ahead, and she’s making sure she’s more than ready. Dream team Kell Brook, Dominic Ingle 🥊🩵

11/04/2026

What is marketing… really?

Let’s put it into a world our team knows best - sport.

In sport, talent gets you noticed…
But strategy builds longevity, and leverage.

Example 🥊 ⚽️🏀🎾🏉⚾️🏈⛳️🎱🏐🏏

If you announce an event or an athlete signing — that’s advertising.

If you build hype around it with content, teasers, and activations — that’s promotion.

If the media picks it up and starts talking — that’s publicity.

If key stakeholders, fans, and partners are aligned and bought in — that’s PR.

And when fans are engaging, buying tickets, tuning in, and showing up — that’s sales.

But the real question is… who designed the whole journey? From the athlete’s story, to the fan experience, to the commercial value behind it — that’s marketing!

If that’s you (or should be you), let’s talk.

09/04/2026

A fundamental principle in modern sport: athletes own their image, and it must be respected.

Why this matters:

• Protecting image rights ensures athletes are not commercially exploited without consent — especially in ways that could harm their reputation or clash with existing partnerships.

• An athlete’s image is their brand. Every appearance, campaign, and collaboration should align with their values and long-term vision.

• Strong image rights = financial security, brand control, and professional integrity.

Athletes are not assets to be used freely; they are brands to be protected.

The most successful athletes today are those who take ownership — of their image, their narrative, and their future.

Credit: FIFPRO

29/03/2026

Different perspectives, personalities, and skill sets aren’t obstacles — they’re the advantage.

The original EastEnders of boxing—Mark Tibbs and Jimmy Tibbs—don’t just produce champions, they have built one of the most respected training environments in the sport.

Understanding people as much as performance—knowing when to demand more, when to support, and how to bring out the best in each individual.

14/03/2026

Winning championships is no longer the primary driver of a club’s valuation. 📈

We’re seeing this at some of the biggest clubs in world sport — organisations with historic success and massive global fanbases that haven’t won their domestic leagues recently, yet continue to grow commercially and digitally.

Why? Because institutional investors increasingly view sports clubs as three things:

📺 Global media assets
Clubs now compete with major media properties for attention. Their content ecosystems — from club TV and YouTube channels to documentaries like All or Nothing on Amazon Prime Video — generate global engagement and guaranteed live audiences.

🧢 Lifestyle brands
The biggest clubs operate more like fashion and culture brands. Partnerships such as Adidas collaborations with clubs like Real Madrid or Arsenal F.C. drive global merchandise sales among fans who may never attend a match.

📊 Data-driven platforms
Modern clubs collect fan data across apps, memberships, ticketing, and e-commerce. Digital ecosystems like the Manchester City Official App or streaming platforms such as MUTV allow clubs to understand, segment, and monetize global fanbases at scale.

In this institutional era of sport, on-field success still fuels the story — but commercial governance, media strategy, and technology infrastructure drive long-term value.

As clubs increasingly operate like global enterprises, the real question becomes:

👇 Are sports franchises becoming too commercialized — or is this exactly the financial discipline the industry needs to sustain long-term growth?

28/02/2026

The athlete economy is evolving.

The next generation of athletes aren’t just building followings — they’re building assets:

• Direct distribution channels (e.g. personal newsletters, subscription communities, owned apps, YouTube channels)

• First-party data (e.g. email lists, SMS databases, community insights, purchase behavior)

• Owned media formats (e.g. podcasts, docu-series, training programs, digital shows)

• Licensable IP (e.g. signature training methods, branded content series, product lines, proprietary frameworks)

• Equity-driven ventures (e.g. co-founded brands, revenue-share partnerships, athlete-backed startups)

When athletes control their narrative, audience, and product layer, they move from being media inventory to becoming media platforms.

And this is where sponsors become even more valuable — just in a different role.

Instead of being the primary paycheck, brands become:

• Strategic partners
• Equity collaborators
• Co-builders of IP
• Long-term growth drivers

The relationship shifts from transactional to structural.

Whether you’re a business or an athlete, talk to our team 🫱🏻‍🫲🏻