North American professional athlete agency OneTeam Partners (OneTeam) has announced the acquisition of esports and gaming-focused advisory firm Theorycraft.
As part of the acquisition, Theorycraft’s Co-founders, Lauren Gaba Flanagan and Nathen McVittie, will be integrated into OneTeam.
Gaba Flanagan joins as OneTeam’s Director of Strategy, McVittie as Director of Creative, and Bryce Blum will remain involved as a consultant.
According to the release, the trio’s experience within the gaming, esports, sports, and marketing industries will further bolster OneTeam’s gaming and esports businesses.
OneTeam Chief Product Officer, Henry Lowenfels commented: “After working with Theorycraft on successful projects such as the Madden Pro Bowl, we recognised their unique skillset and their ability to engage audiences in new ways. We are thrilled to add some of the best creative and strategic minds in the industry to OneTeam.”
Also leading OneTeam’s gaming business is Co-founder and former CEO of Splyce Marty Strenczewilk, as the firm’s Head of Competitive Gaming. Moreover, Devin Radford, formerly Disney Games and Interactive Experiences VP of Business Development, is currently the company’s Senior Vice President ofGames
OneTeam represents athlete’s commercial business interests across various North American players associations. The firm is backed by founding partners the NFL Players Association (NFLPA), MLB Players Association (MLBPA), and RedBird Capital Partners.