One On One With Ali Barat

TURIN, ITALY – DECEMBER 4, 2023: Ali Barat, founder of Epic Sports representation agency, receives the Best Agent award at the European Golden Boy ceremony in Turin, Italy on December 4, 2023

EPIC SPORTS

Recent changes to the soccer calendar — like the revamped UEFA Champions League format and the introduction of the FIFA Club World Cup — have forced European clubs to reassess their approach to the transfer market. To handle the more condensed game schedule, teams have redefined how they buy and sell players, with the work of soccer agents inevitably being affected by the evolving market trends.

One of the soccer agents successfully navigating this new environment is Ali Barat, who founded Abu Dhabi-based representation agency Epic Sports back in 2020. Last summer, Barat engineered 15 major deals reportedly valued at more than $400 million, including 20-year-old Dean Huijsen’s move to Real Madrid, Nicolas Jackson’s loan from Chelsea to Bayern Munich and Xavi Simons’ transfer to Tottenham Hotspur.

“Standing out as a soccer agent is really about three fundamentals: strategy, trust and execution,” said Barat, who was born in Iran and raised in London, England, during our interview last week.

Following a transfer window that saw him negotiate deals with major clubs in the English Premier League, Spain’s La Liga and Germany’s Bundesliga, Barat, 45, shared insights into the current state of the transfer market, his agency’s approach and how he sees the role of the soccer agent evolving in the years to come.

Daniele Proch: You were involved in several high-profile transfers during last summer’s window. What has contributed to your growth and visibility in the soccer agency space?

Ali Barat: In my opinion, standing out as a soccer agent is really about three fundamentals: strategy, trust and execution.

Strategy begins with acknowledging that every negotiation must fit into a long-term career architecture, never just a one-off transaction. Trust is the real currency in this business. It comes from aligning the interests of the player, the selling club and the buying club, and then consistently delivering on your promises. Execution is about discipline under pressure: knowing how to manage timing, maintaining calm when emotions run high and making the right decision in the critical moment.

But the foundation of our work lies in the strong relationships we build with players and their families. Families are central to our decision-making, and the trust they place in us is the key to building sustainable careers. That is why, from the beginning, we have prioritized the concept of representing a small, elite group of top-level players and high-potential talents rather than managing a vast portfolio like many of the bigger agencies. This allows us to provide all-round support and tailor every detail to the individual player’s career.

Proch: What are the key elements to keeping a good relationship with soccer clubs?

Barat: The key to maintaining strong relationships with clubs is, again, trust. And trust is built over time through transparency, delivering on your commitments, and creating consistent value. When clubs know that you keep your word and act in their best interest, they are willing to collaborate again and again.

Keep in mind that every league and every country has its own specificities, whether it’s regulations, tax structures, or even the type of technical and tactical profiles that are most valued in that country. Over the past three years, we have built and maintained strong relationships with the leading clubs across the top five European leagues. Last summer, we completed 15 transfers, involving 12 clubs across seven leagues. That said, our goal is not to prioritize one league over another, but to continuously nurture and strengthen these connections with major clubs season after season.

Proch: What is the biggest challenge that you regularly face as an agent?

Barat: The biggest challenge in this job is when a transfer looks like it could collapse, even after months of preparation and negotiation.

The most vivid example I can think of is Nicolas Jackson’s move from Chelsea to Bayern Munich a few months ago. At one point, the deal was genuinely under threat, as Chelsea were reluctant to let him go without securing a replacement. With Nico (Jackson), our role was to protect his desire to join Bayern Munich while also respecting Chelsea’s constraints and finding common ground for all parties. Every hour that went by seemed to jeopardize the deal.

In those moments, the key is to stay calm and not let emotions dictate decisions. Instead of seeing the setback as the potential end to Jackson’s deal to Bayern Munich, we kept our composure and asked ourselves, “What’s next? How do we adapt in real time?”Careful scenario planning always allows us to act with clarity and composure, even under pressure. Eventually, it was patience, diplomacy and persistence that made the difference, bringing the transfer to the closure we were chasing. Jackson’s deal proved that success often comes down to staying composed in the middle of the storm and sticking to a clear strategic line until the very last moment.

Proch: How do you incorporate talent scouting into your work as an agent to gain an edge in discovering emerging players?

Barat: At Epic Sports, we have a combination of scouts, who are scattered all over Europe as well as in Africa and South America, and data, which runs on our own scoring system and is used to evaluate players.

Identifying talent is only the first step. What really matters is long-term planning, because it’s never just about moving a player somewhere: It’s about building a clear career path. We look at a player’s potential and room for growth, but we also take into account his mentality and character. From there, we map out a realistic plan to help them achieve their goals in close collaboration with their families, because they are central to every decision.

To give you an example, we recently signed a very young prospect from Brazil. His name is Angelo Candido, and at just 16, I believe he has the potential to develop into one of the best full-backs in the world.

Proch: What does the work of an agent look like outside of the transfer windows?

Barat: The work of an agent during the season runs on three parallel tracks. The first is player care, which means supporting the athlete’s performance on the pitch as well as off the pitch, including his mental wellbeing, family life and the development of his brand and identity.

The second is club relations, where we constantly review pipelines, future club needs and budget planning alongside the sporting directors and club executives. The third is market intelligence, which involves attending live games, analyzing data and closely monitoring regulatory developments.

I structure my time each week to make progress across all three areas, because a major transfer is never built on deadline day alone. The foundations are laid months in advance, between October and May, through patience, method and anticipation.

Proch: What is the most valuable lesson you’ve learned in your career as a soccer agent?

Barat: The biggest lesson I’ve learned is that people matter more than transactions. A transfer is never just a number on a balance sheet: Rather, it represents a career, a family and a long-term journey. When you keep that in mind, you make better decisions, build lasting reputations and create the conditions for performance and success to follow.

Proch: In your projections, what will the transfer market look like in a few years?

Barat: Looking five to ten years ahead, I expect three major shifts. First, transfers will become more “cap-aware,” with fees and wages optimized across the full contract lifecycle. Secondly, clubs will look to capture value earlier on 18 to 21-year-olds via smart loans and buy-back clauses. And finally, there will be a growing premium for players who bring both on-pitch performance and off-pitch value, because clubs and sponsors are now thinking well beyond the 90 minutes played on the pitch.