A new agency launching around the women’s Final Four is taking an increasingly trendy approach to athlete representation — focusing exclusively on high school and college women’s basketball prospects rather than professional stars. Longtime sports and entertainment marketer George Kaplan is launching Boston-based Choice Sports. The agency is led by Kaplan, who also serves as its co-founder and Managing Director.
The agency will target high school and collegiate women’s basketball players only, with a focus on the nation’s 100 top-ranked players. Choice is launching with three clients: Mater Dei High School G Harmony Golightly, incoming Stanford G Jhaliana Guy and Indiana F Zania Socka-Nguemen.
Choice will be a full-service agency helping clients through everything from financial literacy to basketball development in a process they call “Full Court Press.” The agency will use basketball as the cornerstone of all their relationships to cultivate deals with potential brands.
Choice Sports Group is led by the agency’s Co-Founder and Managing Director George Kaplan (left), Head of Athlete Impact Morgan Jones (middle left), Head of Legal and Athlete Representation David Bikofsky (middle right) and Chief Operating Officer and Head of Off-Court
Strategy Stephanie Kooch (right). Choice Sports Group
Kaplan said he launched Choice to meet a rapidly expanding women’s basketball market with an agency built specifically for it. His belief in women’s basketball is thanks in large part to a 2025 McKinsey study which said that women’s sports could generate “$2.5B in value for rights holders in the United States by 2030.”
“On the economic side, it [women’s basketball] is booming right now,” Kaplan said. “Obviously, those numbers are compelling. But my career has been brand marketing between sports and entertainment, and specifically creating extremely high touch VIP experiences for people who sort of have it all already. At the end of the day, I feel like I’m in the right place to help move it [women’s basketball] up.”
Kaplan formerly served as the VP of marketing at entertainment brand Superplastic and worked with brands like Beats by Dre, Epic Games, Coca-Cola, Diageo and Uber through his work at The SpringHill Company.
He’s joined at Choice by former Florida State G Morgan Jones, who will serve as the head of athlete impact, overseeing the athlete pipeline and working directly with players and their families as well as helping athletes pursue opportunities after their sports careers.
David Bikofsky, a longtime litigator at Gillis & Bikofsky, PC and will provide legal guidance to Choice and its athletes. Longtime marketing and creative consultant Stephanie Kooch will be Choice’s chief operating officer and the head of off-court strategy. Each will report to Kaplan.
The agency will have some stiff competition in an increasingly compelling women’s sports representation business. Larger agencies like Range Sports, Priority Sports and Deep Blue Sports + Entertainment have found their niche by representing women’s athletes, with Range and Priority each having their own division dedicated to that portion of their practice. However, Choice will be among one of the only agencies solely dedicated to women’s high school and college basketball.
Choice is backed by a small group of undisclosed strategic partners who have invested less than $1M to get the agency off the ground. While Kaplan isn’t ruling out expansion into other women’s sports, he said the immediate priority is women’s basketball.
Whether the firm ultimately becomes a major player in the space or remains a boutique presence, its founders see Choice as a test case for what a women’s‑first, development‑heavy agency model can look like in a sport that is still figuring out how to handle its own rapid rise.