Finland now has its first full-service, multi-sport athlete management company. Likel Growth Oy is launching a new operating model that brings athletes, managers and industry experts into one professional network. Likel supports athletes at every stage of their career path and strengthens the quality, resources and operating practices of Finnish athlete management.
Likel’s network initially includes nearly 30 athletes across 14 different sports. The group ranges from internationally successful top athletes to promising young talents at the beginning of their careers. The operations are built by a team of seven managers and operational specialists, supported by a three-person Advisory Board.
The founding team of Likel Growth consists of Anu Helin, Heli Vepsäläinen, Arja Joutsen, Kimi Jaakkola and Elias Räisänen. The Advisory Board members are experienced professionals from the worlds of sport and business: Pekka Ilmivalta, Erkko Simsiö and Ville-Veikko Laukkanen. The first managers joining the network are Kiti Kalymialaris and Beata Leppilampi. Together, they form a unique combination of expertise, creativity and insight into the everyday reality of athletes.
A solution to a real need – especially for young athletes’ support networks
Likel was born out of a desire to build better support structures for athletes. Many athletes, especially young ones and their families, need help with contract negotiations, financial planning, partnerships, career planning and day-to-day representation. At the same time, many Finnish managers work alongside other jobs, which limits the amount and quality of support available.
“We wanted to take on this challenge and create an environment where the athlete is genuinely at the centre and where managers have the tools, support and networks they need to succeed in their work,” says Anu Helin, CEO of Likel.
The franchise model creates a unified and professional operating environment
Likel operates on a franchise basis, in which each manager works with their own athletes while utilising shared resources, processes, expertise and networks. This model aligns working practices, strengthens resources and enables a professional, transparent and long-term way of operating. In the future, the network will expand and new managers will be able to join.
The management company offers athletes services that cover all aspects of their career, ranging from personal brand building, contract and partnership negotiations, media relations and content production to communication, comprehensive representation and support throughout different stages of an athlete’s lifecycle, including the period after their athletic career.
An increasing number of Finnish athletes aim for international arenas, which requires the right contacts and an understanding of the global sports environment. Likel helps athletes build the pathways they need to access international training and competition opportunities at different stages of their careers.
A partner for companies looking for impactful and responsible sports stories
For companies, Likel provides strategic partnership expertise and ready-made or tailored collaboration concepts that centre around the athlete and meaningful, responsible storytelling. Likel helps companies create partnership models that support both elite athletes and young talents in a way that brings real business value to the partner. Collaborations give companies a concrete opportunity to promote the growth and wellbeing of young athletes.
Towards a more professional and unified industry
Likel’s mission is to build a modern and long-term network of managers and experts in Finland, where the athlete’s best interest always comes first. Our work is guided by clear values: openness, honesty and trust.
“We want more athletes to have a professional team around them and the opportunity to fully focus on their career. Athletes grow both as professionals and as individuals when they have a team that is present at every stage of their journey.”
