Gersh Talent Agency to Acquire Sports Firm

One of Hollywood’s oldest talent agencies wants to play in the sports arena.

The Gersh Agency on Wednesday announced it is acquiring the Beverly Hills sports management firm Steve Feldman & Associates to represent athletes on the field and in Hollywood.

Creative Artists Agency, United Talent Agency and the William Morris Agency represent dozens of well-known sports figures. Tennis player Anna Kournikova, skateboarder Tony Hawk and golfer Michelle Wie all have signed with Hollywood agents.

Feldman’s client list includes the NFL’s Corey Dillon and Rodney Harrison of the New England Patriots and the San Diego Chargers’ Lorenzo Neal.

Feldman will serve as senior vice president. Former NFL cornerback Toi Cook will serve as vice president of development and liaison with NFL players. Sports manager Josh Luchs will work closely with the two.

Agents at the talent firms find acting work as well as endorsement and licensing deals for sports stars. They usually are not involved with contracts in league sports, which are handled by certified sports agents.

But David Gersh, a principal at the agency, said that bringing Feldman and Cook into the 65-agent firm would allow it to broker NFL contracts in addition to making entertainment deals.

“We can offer the athletes the full package,” Gersh said. “We view sports as just another branch of entertainment.”