Independent Talent Group acquires 20% stake in Tongue Tied Management

Independent Talent Group announced on Tuesday that it has taken a minority stake in Tongue Tied Management, a boutique sports‑representation firm based in Los Angeles. The deal, closed at the end of the third quarter, gives ITG a foothold in the fast‑growing athlete‑marketing sector while allowing Tongue Tied to tap ITG’s broader network of entertainment and brand partners. The transaction was finalized at the firm’s headquarters and was reported to the Securities and Exchange Commission on Wednesday.

The partnership comes as the sports‑agency market consolidates around a handful of large players and an influx of new revenue streams, such as name‑image‑likeness deals and digital content rights. Industry analysts say smaller agencies are seeking capital and strategic allies to compete for top talent and to expand their service offerings beyond traditional contract negotiations. Tongue Tied, founded in 2019 by former college athlete and agent Maya Patel, has built a reputation for representing rising stars in basketball, soccer and esports. ITG, which counts actors, musicians and athletes among its clients, sees the investment as a way to diversify its portfolio and to cross‑sell its entertainment clients into the sports world.

Financial terms were not disclosed, but sources close to the deal said ITG will acquire roughly 20 percent of Tongue Tied’s equity and will place two of its senior partners on the agency’s advisory board. Patel said the collaboration will give her team access to ITG’s branding expertise and global sponsor relationships. “We can now offer our athletes a broader suite of services, from film opportunities to digital campaigns, without compromising our boutique approach,” she told reporters. ITG’s CEO, David Larkin, added that the move reflects a “long‑term strategy to bridge entertainment and sport in ways that benefit both our talent and our partners.” The two firms plan to launch joint initiatives later this year, starting with a pilot program that pairs emerging athletes with streaming content creators to produce branded series for platforms such as YouTube and TikTok.