From PR powerhouse to FIFA-licensed football agent, Georgia Adderley is rewriting the playbook for what leadership in sport looks like. With over a decade of experience shaping global brands and building talent, she now uses that insight to guide athletes on and off the pitch.
A Vision Rooted in Purpose
‘Sport has a unique power to bring communities together and make a positive impact,’ Georgia says. It was this belief, along with her love of football, that led her to create Add Management – a hybrid PR and talent agency dedicated to telling better stories in sport.
With an MBA in Marketing and a background working with brands like Instagram, adidas and the DP World Tour, Georgia brings an instinct for brand-building and a people-first mindset to the sports industry.
‘I like to do things differently,’ she explains. ‘I want to be a unique football agent with the players’ best interests at heart, while helping them grow opportunities off the pitch too.’
Although it is a male-dominated industry,
I use my uniqueness as a superpower.
Turning Challenges into Strengths
Being one of the few women in football agency hasn’t stopped Georgia from pushing forward. In fact, she sees her difference as an asset. ‘Although it is a male-dominated industry, I use my uniqueness as a superpower.’
That doesn’t mean it’s always been easy. ‘We often have to work harder to earn respect,’ she says. ‘I have confidence in myself, but it can be frustrating. Still, I try to build positive relationships and approach others with understanding. A thick skin and a good sense of humour help too.’
Redefining Success
While passing the FIFA Football Agent License in 2023 and earning her MBA were proud milestones, Georgia measures success more personally. ‘I focus on the everyday wins – seeing my work have a positive impact on people is what drives me.’
This ethos has shaped her approach to talent management, where supporting athletes holistically is key. From branding campaigns to career planning, Georgia ensures that success is sustainable and meaningful.
Fuelled by Growth
‘The growth of women’s sport is so exciting,’ she says. ‘Female athletes and clubs have a chance to do things differently. Ilona Maher is a brilliant example – what she did for women’s rugby during her time at Bristol Bears is something all athletes and federations can learn from.’
Georgia also champions initiatives like Her Game Too, which tackles sexism in football, and This Girl Can, which encourages women to get active. She highlights TOGETHXR, She’s a Baller and The Sportess as platforms making real waves in the UK.
Looking Ahead
Georgia believes that in ten years, the women’s sports landscape will be transformed. ‘More coverage, more commercial growth, more crossover with fashion and culture. It’s going to be a really exciting place.’
And social media will remain crucial. ‘It gives fans access to the personalities behind the players. Clubs and brands need to invest in community-building and social-commerce. This space has so much untapped potential.’
Clubs and brands need to invest in community-building and social-commerce.This space has so much untapped potential.
Advice for the Next Generation
For women hoping to break into the sports industry, Georgia keeps it simple: connect and collaborate. ‘Speak to people. Showcase your personality. Research who you’re talking to. Collaboration is the key to success – we don’t need to gatekeep.’
She also credits communities like Women in Football, Women in Sport and The Women’s Sport Collective as powerful resources: ‘If we all share our knowledge, we create a much more inclusive industry.’
Women like Georgia are the voices changing the game – on and off the field.
Follow her socials below and stay connected with She Moves The Game as we spotlight more trailblazing women in sport.
You can also follow her Add Management business accounts on LinkedIn, Instagram, TikTok, Facebook & X.
Want to share your story or nominate someone doing amazing work in women’s sport?
