We kick things off with Georgia reflecting on her younger self’s career expectations vs. reality—how she envisioned her path and the pivotal moments that changed everything. She then takes us through her decision to break into football, what led her to becoming a licensed agent, and the pros and cons of having a background in PR and marketing when working in the industry.
From there, we dive into ADD Management, her agency specializing in PR, branding, and talent representation. Georgia explains why personal branding is more important than ever for athletes and who is leading the way in this space. She also gives an inside look at how she evaluates potential clients, what she looks for, and how she helps them craft a brand that extends beyond their playing career.
The conversation then shifts to the differences in personal branding between men’s and women’s football—why female athletes often face unique challenges and whether clubs are doing enough to support their players off the pitch when it comes to brand deals and career development.
We wrap up with practical advice for anyone looking to break into PR, marketing, or athlete branding, followed by a bold look at the future of personal branding and athlete-led businesses. Georgia shares her predictions on where the industry is headed, the increasing influence of American ownership in European football, and how players can leverage their brand for long-term success.
Georgia's Instagram: https://www.instagram.com/georgia.add/
Georgia's Linkedin: https://www.linkedin.com/in/georgiaadderley/
Add Management Website: https://www.addmgmt.co.uk/
Add Management on Instagram: https://www.instagram.com/addmanagement/
🎙️ More Insider's Lounge Content: https://linktr.ee/theinsiderslounge
Chapters:
00:00 Intro
01:16 Career Expectations vs. Reality: What Georgia Envisioned vs. What Happened
03:15 Georgia's Journey: Breaking Into the Football Industry
05:13 A Unique Path to Becoming a Licensed Football Agent
07:16 PR & Marketing Background: Pros and Cons in Football
08:12 What Is ADD Management? PR, Branding & Talent Representation
11:09 Why Athletes Must Prioritize Personal Branding
14:00 Leading Athletes in Personal Brand Development
16:28 What Georgia Looks for in Clients & Their Objectives
21:09 Personal Branding in Men's vs. Women's Football
24:23 Are Clubs Supporting Female Athletes' Careers Off the Pitch?
26:13 Career Advice: Breaking Into PR, Marketing & Athlete Branding
28:18 The Future of Personal Branding & Athlete-Led Businesses
32:29 Quick-Fire Questions
38:35 Outro