Athletes First’s broadcasting and new media division is gaining a client with former NFL receiver and NFL Network analyst Steve Smith Sr. joining the Laguna Hills-based agency.
The division’s EVP and 2019 SBJ Forty Under 40 honoree, Gideon Cohen, as well as division VP Will Petok and senior manager Kayli Cutler, will represent him in all areas, including broadcasting, marketing and speaking appearances. Smith’s addition brings the division’s client count to 30 with Cohen, Petok and Cutler representing all of them. Other clients include Scott Hanson, Matt Ryan and Ashley ShahAhmadi.
Joining Athletes First comes at an opportune time for Smith, whose NFL Network contract is ending with ESPN primed to take over the operation. Cohen said the agency is in early talks to have Smith remain in his current role under ESPN’s umbrella.
Smith’s former broadcasting agent, Kristin Bredes LaFemina, represented him for the past 12 years but helped initiate the handoff to Athletes First by texting Cohen that she “wanted to make sure he had proper best in class representation moving into the future.” Cohen had not previously met Smith, but he sees big potential, given Smith’s opinionated and unfiltered style. He’s also among a growing crop of athletes and former athletes who have gained digital traction with nearly 200,000 YouTube channel subscribers.
As former Excel agents, Cohen, Petok and Cutler helped launch and worked at the agency’s media talent division for three years before moving to Athletes First in 2024. With more than 300 active NFL players as clients, Cohen said Smith can help the agency zero in on future media rising stars.
“We have this goldmine of talent here. I really want to make sure that we’re looking inward and trying to figure out who could be the next Pat McAfee,” Cohen said.
