A new agency launching around the women\u2019s Final Four is taking an increasingly trendy approach to athlete representation — focusing exclusively on high school and college women\u2019s 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.<\/p>\n
The agency will target high school and collegiate women\u2019s basketball players only, with a focus on the nation\u2019s 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.<\/p>\n
Choice will be a full-service agency helping clients through everything from financial literacy to basketball development in a process they call \u201cFull Court Press.\u201d The agency will use basketball as the cornerstone of all their relationships to cultivate deals with potential brands.<\/p>\n
![\"N\/A\"](\"https:\/\/www.newsbeep.com\/au\/wp-content\/uploads\/2026\/03\/V3RBLLWRUBAETBEWXL7FUKHPRY.png\")
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
\nStrategy Stephanie Kooch (right). Choice Sports Group <\/p>\n
Kaplan said he launched Choice to meet a rapidly expanding women\u2019s basketball market with an agency built specifically for it. His belief in women\u2019s basketball is thanks in large part to a 2025 McKinsey study<\/a> which said that women\u2019s sports could generate \u201c$2.5B in value for rights holders in the United States by 2030.\u201d<\/p>\n \u201cOn the economic side, it [women\u2019s basketball] is booming right now,\u201d Kaplan said. \u201cObviously, 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\u2019m in the right place to help move it [women\u2019s basketball] up.\u201d<\/p>\n 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.<\/p>\n He\u2019s 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.<\/p>\n 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\u2019s chief operating officer and the head of off-court strategy. Each will report to Kaplan.<\/p>\n The agency will have some stiff competition in an increasingly compelling women\u2019s sports representation business. Larger agencies like Range Sports<\/a>, Priority Sports<\/a> and Deep Blue Sports + Entertainment<\/a> have found their niche by representing women\u2019s 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\u2019s high school and college basketball.<\/p>\n 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\u2019t ruling out expansion into other women\u2019s sports, he said the immediate priority is women\u2019s basketball.<\/p>\n 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\u2019s\u2011first, development\u2011heavy agency model can look like in a sport that is still figuring out how to handle its own rapid rise.<\/p>\n","protected":false},"excerpt":{"rendered":"A new agency launching around the women\u2019s Final Four is taking an increasingly trendy approach to athlete representation…\n","protected":false},"author":2,"featured_media":576854,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[574],"tags":[64,63,726,724,85],"class_list":{"0":"post-576853","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-basketball","8":"tag-au","9":"tag-australia","10":"tag-basketball","11":"tag-college-basketball","12":"tag-sports"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/576853","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=576853"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/576853\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/576854"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=576853"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=576853"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=576853"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}