A small set of questions Apex receives most often, from brands evaluating the firm and from talent considering representation. Answered briefly so the first conversation can be about the brief.
01. What does Apex represent?
Apex represents one athlete commercially. The current talent is Serdar Gözübüyük, UEFA Elite Referee. Roster growth is selective. New representation opens only when an existing position can be carried with the same care as the first.
02. Is Apex a sports agency?
No. Apex is a boutique advisory. A traditional agency carries dozens to hundreds of clients and optimises for deal volume. Apex carries one client and optimises for category-exclusive partnership depth. Different model, different mathematics.
03. What does Apex cost?
Specific terms emerge in the first conversation, not on the website. The model is straightforward. Ongoing engagement plus commission on closed partnerships. No introduction fees. No fees to take the first call.
"The model is straightforward. Specifics emerge in conversation."
04. How long until I hear back after writing?
Substantive inquiries are answered within forty-eight hours, Monday through Friday. Each email is read personally by the founder. Press requests on tight deadlines are surfaced faster if the subject includes "PRESS".
05. What categories are currently open?
Live category availability is published on the categories page. A category is either open, in discussion with another brand, or pre-excluded firm-wide. The list is updated as commercial conversations advance.
06. Why "one brand per category"?
Category exclusivity is what makes a partnership compound. Without it, a brand pays for shared attention and shares audience trust with its competitors. The model only works when the position is genuinely owned.
07. What does "by invitation" mean in practice?
It means Apex does not solicit. Conversations begin because a brand or a talent reached out, or because a mutual contact made an introduction. The intake process is the same regardless of how the conversation began.
08. What happens in the first conversation?
Thirty minutes, online or in Amsterdam. The brand or talent describes what they are trying to build. The founder asks structural questions about category, time horizon, existing partnerships. No pitch, no proposal, no commercial pressure on the conversation itself.
"Thirty minutes. No pitch."
09. What are the contract terms?
Twelve months minimum. Category-exclusive. Activation budget separate from representation. Mutual exit clauses written in. The specific structure varies per relationship. The principles are firm-wide and public on the standards page.
10. Which categories will Apex never represent?
Alcohol and spirits. Sports betting and gambling. Football clubs and federations. These three exclusions are permanent and firm-wide. They are written into every contract Apex signs. The reasoning is on the standards page.
11. What about privacy and confidentiality?
Three tiers, enforced by contract and operating practice. Proposals are direct-link only, not indexed by search engines, never repurposed across brands. Brand information at intake is held personally by the founder. Talent representation conversations stay private.
12. How can I refer a brand or talent to Apex?
Write directly to info@apexpartnerships.nl. Include the category, the brief, and what you would want the conversation to do differently. Referrals from existing brand or talent relationships are weighted more highly.
Apex Partnerships & Advisory
Amsterdam · Reviewed May 2026