The Team, the talent and marketing agency formerly known as Wasserman, has acquired Provisions Golf, an agency representing golf content creators including YouTube star Grant Horvat and the Bryan Bros, whose channels have a combined following in the millions.
The acquisition, announced in May, brings Provisions Golf founders Joe Gilliland and Josh Morgan into The Team as senior vice presidents, adding a roster of digital-first golf personalities to an agency whose traditional golf client list already includes professional players such as Rickie Fowler. Horvats channel has approximately 1.7 million subscribers, while the Bryan Bros channel has approximately 853,000, placing them among the largest creator audiences in golf. The deal comes as The Team itself is reportedly on the market: the firm rebranded from Wasserman in March, and United Talent Agency submitted a non-binding bid to acquire it in April, with other suitors also said to be circling.
The purchase signals that talent agencies now treat digital creators as a core commercial category rather than an adjacent experiment, particularly in golf, where the audience for creator-led content has grown alongside, and in some cases faster than, traditional tour viewership among younger fans. By folding Provisions Golfs roster into its existing golf practice, The Team can offer brands a single point of access spanning tour professionals and creators, a combined-inventory approach that mirrors how major agencies have already integrated influencer representation into traditional sports marketing. The timing is also notable: acquiring assets while the company is itself the subject of acquisition interest suggests that The Teams management is actively working to raise its valuation by expanding the categories and audience reach it can offer a buyer.
The deal adds to a wider trend of consolidation between legacy sports agencies and creator-economy businesses, following similar moves by rivals building out digital-first divisions. For brands and sponsors, it means fewer, larger intermediaries controlling access to both traditional athletes and high-reach digital personalities, concentrating negotiating leverage in agencies that can bundle both. It also raises the stakes for The Teams own sale process, since a broader creator-economy footprint could influence which bidder ultimately prevails and at what valuation. UTAs non-binding offer now faces competition from other interested parties evaluating an agency with an expanded digital portfolio.
