As the lines between Hollywood and sports continue to blur, filmmaker Joe Russo has volunteered to try and bring those worlds closer together.
Russo has partnered with IHC Sports, a talent agency with a focus on NFL players, to help its clients gain a foothold in the content and entertainment business.
According to IHC, Russo will “help IHC athletes navigate the complex world of Hollywood and content production by bringing his knowledge and expertise from the world of storytelling and branding to the world of professional sports.”
Athletes increasingly complement their work on the field and track with content and entertainment. Many athletes are social media personalities with large followings, but others pursue more formal entertainment engagements in addition to their primary job.
LeBron James, Tom Brady, Lewis Hamilton and Naomi Osaka all have production companies that produce scripted and unscripted dishes, underscoring the interest in the space.
Russo, who worked with his brother Anthony Russo on films such as Captain America: Civil War and Avengers: Endgame and TV series such as Arrested Development, is also the founder of the studio AGBO.
The agency says Russo will provide its clients with “expert advice, guidance and advocacy” regarding interest in the entertainment or content space.
Based in Southern California and Cleveland, Ohio (the birthplace of Russia), IHC has jointly signed deals worth more than $1 billion, including David Bakhtiari’s recent 5-year contract with the Green Bay Packers of $105.5 million by All-Pro.
