Three Six Zero Partners With Florian Schroeder to Launch Sports Division

The management company behind Calvin Harris and Kid Cudi launches Three Six Zero Sports with the PRJCT:A founder.

The line between sports and entertainment have been blurring for years. Now, Three Six Zero, the agency behind some of the biggest artists in the world, is looking to blur it even further.

The international management and entertainment company — home to a roster that includes Calvin Harris, Muse, WILLOW, Kid Cudi, and Jaden — announced the launch of Three Six Zero Sports, a new athlete representation division built in partnership with Florian Schroeder, founder of PRJCT:A. The move extends Three Six Zero’s footprint beyond music, film, television, and digital culture into the one vertical that has arguably done more to reshape the modern attention economy than any other: sports.

Schroeder brings with him a firm foundation painstakingly built over the past five years. His PRJCT:A roster already includes Chelsea and England captain Reece James, Chelsea striker Sam Kerr, and Marseille striker Pierre-Emerick Aubameyang — a starting lineup of global talent that gives Three Six Zero Sports immediate credibility in football’s most commercially valuable markets. Before founding PRJCT:A, Schroeder spent nearly a decade at Nike in brand and sports marketing, then led Athlete and Sports Partnerships for Meta across EMEA. He has sat on every side of the table athletes now find themselves negotiating across: the brand, the platform, and the agency.

That experience informs how he’s framing the new venture. “I think the future of sports and athlete marketing is not only with traditional deal making, but with building an authentic brand around the talent,” Schroeder said. “It’s culture, storytelling and creating something that is unique to the athlete or any talent, something they can truly stand for and believe in.”

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It’s a thesis that maps cleanly onto how the most commercially successful athletes of the past decade — think LeBron, Serena, Messi, KD — have operated. Endorsements alone don’t move the needle anymore. Athletes looking to make a real splash need to—pardon the pun—have a 360-degree strategy that encompasses everything from investments and equity to merch fulfillment to media production. A strategy that lets an athlete sit comfortably in the worlds of business, fashion, music, or whatever they desire. Schroeder wants Three Six Zero Sports to be the shop that helps the next generation get there.

“We want to work with talent that is not only exceptional in their field, but that is also hungry for true brand building and trailblazing,” he said. “We want to inspire athletes to want more, to think holistically about their own brands and businesses and to become entrepreneurs themselves.”

For Three Six Zero founder and CEO Mark Gillespie, the partnership is less a pivot than a recognition of what the company has been watching unfold for years. “Every week, the connection between sport and traditional entertainment becomes more evident,” Gillespie said, calling the expansion a “natural evolution” for a company that has built its business at exactly that intersection.

For Schroeder, the convergence is the whole point.

“We are constantly trying to blur the lines between Sports, Music, Entertainment and other verticals,” he said. “I think it’s important for athletes and talent to not look at their business opportunities in such a linear way, but to be a bit more creative and adventurous with it.”