'AJ can speak to any player he wants' - Eddie Hearn & Anthony Joshua building new football agency as boxing promoter makes Cristiano Ronaldo 'DM' quip

Hearn, who is the head of Matchroom Sport, is buying into an exciting venture that was dreamt up by Olympic gold medal winner and former heavyweight title holder Joshua. They are planning to create a company that will help to manage every aspect of a professional footballer’s career.

Hearn has told the Daily Mail, with meetings and talent scouting already taking place: “We've been talking about this for years and fine-tuning the plans behind the scenes over the past couple of months. But, I hadn't planned to speak about it publicly just yet. AJ's gone and revealed the whole thing. I had no idea he was going to post about it (on Instagram) but once he did it went mental. Players, clubs, sponsors, media, everyone was coming to us.”

The business model in question will handle sponsorships, brand deals, PR, endorsements, lifestyle, logistics, and long-term career strategy, with Hearn adding: “It will be a 360-degree service for players. From a commercial level, from a transfer level, from a concierge level, booking restaurants and sorting private jets - everything. We're not just talking about moving you from one club to another. It's about shaping your career and life on and off the pitch. We don't expect to be a nine-to-five business, they can use us as they please to benefit their careers.”

Joshua’s profile will help the new brand to gain access to players that others cannot reach, with Hearn saying of ambitious plans to get superstar clients on board: “I'm not interested in coming in, with all due respect, and representing a couple of lower league players. I want to enter at the highest level. I want to leverage all of our contacts globally - particularly, perhaps, in the Middle East - to represent the biggest names in the sport.

“So we've definitely been keeping our ear to the ground when it comes to players who might be seeking new representation or looking for something different. Because again, when we launch, we want to do so with players already on board - not launch the agency and then, a year later, people are asking, ‘So who have you actually signed?’ So yeah, we believe we could move quite quickly when it comes to talent.”

A source close to Joshua has told the Mail: “Anthony has been approached multiple times over the years on similar projects, a number of the current England team have discussed management with him in the past, but the timing has never been quite right. However, this is a project that really intrigues him and he is taking very seriously.”

Joshua has spoken with five-time Ballon d’Or winner Ronaldo on multiple occasions in Saudi Arabia, as CR7 turns out in that region for Al-Nassr, with it that standard of player that is being targeted. Hearn added: “AJ can speak to any player he wants. One of the biggest challenges agencies face when recruiting players is simply getting in front of them. AJ can get in front of any player in the world tomorrow. In fact, players are already speaking to him.

“He's had discussions. They know what we do. How good Matchroom is and they know the power AJ has. AJ's post certainly pricked up a few ears from those big names. A lot of people are interested already.

“Ronaldo didn't DM me, but let's just say a few eye emojis popped up. Quite a few high-profile players sent them. They weren't saying they were signing with us tomorrow, but they were definitely showing interest. There are conversations to be had, for sure.”

There is no word on when Hearn and Joshua will launch their agency, with it possible that planning will drag on into 2026, but they are ready to shake up the football business - having previously done likewise in the worlds of boxing and darts.