Popular Loner Sports is built to help athletes turn their name, image, and likeness into a lasting business through deal negotiation, brand strategy, media positioning, and long-term career planning.
From the first deal to a lasting personal brand, we manage the full arc of an athlete's career with precision and relentless advocacy.
We negotiate across every category — apparel, food, tech, and more — to maximize value at every stage of an athlete's career.
Learn More →From national brands to local sponsors, we build partnerships that align with an athlete's identity and generate income long-term.
Learn More →We build audience, manage press relationships, and shape a digital brand — because every follower is brand equity.
Learn More →We connect athletes with advisors who specialize in athlete income — taxes, budgeting, and wealth-building from day one.
Learn More →A personalized roadmap for each athlete's sport, school, and audience — identifying opportunities that maximize market value.
Learn More →We position athletes for the draft, broadcasting, entrepreneurship, and whatever comes after the whistle blows.
Learn More →Built through Ismael Soto's previous agency roles, athlete-management work, and brand partnerships.
Popular Loner Sports is the sports management division of Popular Loner, built to represent and develop athletes across NIL, brand partnerships, media, and long-term career strategy. Founded by Ismael Soto, the agency is shaped by hands-on experience recruiting athletes, negotiating opportunities, building partnerships, and supporting careers on and off the field.
Transparent, built around the athlete — not the agency.
We listen and understand each athlete's goals — on the field, financially, and personally.
A personalized management plan covering deal strategy, brand positioning, and social growth.
We go to work — negotiating, connecting to brands, advocating with full sports management expertise.
Our strategy evolves alongside each athlete — renewals, new partners, and pro transitions.
A selection of brands founder Ismael Soto has worked with through previous agency roles, athlete partnerships, and brand activations.
Athletes deserve more than representation. They deserve visibility.
Real examples of athlete PR, media relations, recruiting coverage, and brand activations.
Secured and coordinated a commercial opportunity between Phenom Elite and a represented athlete.
Behind the scenes at Power 106 in Los Angeles, where a represented athlete joined the station for an on-air interview.
Coordinated a brand activation between GHOST Energy and a represented athlete, pairing a full product delivery with athlete-created unboxing content.
Coordinated commitment coverage for athletes, including custom commitment graphics and editorial coverage.
Selected work reflects founder Ismael Soto’s individual track record prior to launching Popular Loner Sports.
Whether you're just starting your career or ready to scale, Popular Loner Sports is ready to go to work for you.
Social Coverage
Recruiting updates, commitment announcements, and national coverage secured during previous agency roles.
Posts are embedded from X and load from x.com; all coverage remains credited to its original authors.