A Toronto startup is looking to make it easier for sports agents to manage their clients’ contracts and determine what athletes are worth to brands.
Endo, a contract management software company co-founded by former college hockey player and The Team consultant Michael Boushy, has launched publicly with more than 10 agencies on its platform. It also has closed an $815,000 pre-seed round led by Relay Ventures.
An agent can upload a contract, and the software pulls out the money owed and the tasks due, then organizes everything in one place.
It also rates each athlete’s marketability on a 100-point scale, giving agents data to back up their asking price with brands. The score is based on four factors: an athlete’s social media audience, earned media coverage, audience engagement and whether the coverage is positive, negative or neutral. Boushy said Endo can save agents 10 to 15 hours a week.
At The Team, Boushy negotiated endorsement deals for brands. He said agents and unrepresented athletes on the other side of the table often lacked the data to show what their clients were worth.
“It’s not like real estate,” Boushy said. “There’s no comparable in the endorsement ecosystem aside from if you’re an agent that has existing deals or other clients with similar deals.”
Endo’s clients include Quartexx Management, KHG Sports and Orr Group. The company started with NHL agencies and has since expanded into MLB, NFL, and Olympic and Paralympic representation. Endo’s pricing starts at $250 per user per month, with custom pricing for larger agencies based on roster and staff size.
Boushy, the CEO, co-founded Endo with COO Jack Lavorato and Anthony Baxter, who is also the founding engineer. The team grew to four with its first hire, senior product lead Matteo Tanzi.
Boushy said the pre-seed money will go toward hiring engineers, buying third-party data and expanding sales. Next, Endo plans to focus on name, image and likeness deals.
