ITG Surprises Market with Stake in Tongue Tied, Targets Women’s Sport

The independent entertainment firm ITG announced a new investment in the UK‑based sports talent agency Tongue Tied Management (TTM) on Tuesday.

The deal follows Sienna Private Equity’s December purchase of a majority share in Duncan Heath’s agency, which represents high‑profile actors such as Daniel Craig and Gillian Anderson. ITG said the move will help it become Europe’s leading entertainment and sport talent group.

TTM is a founder‑led business that represents athletes, coaches, broadcasters and creators. Its roster includes former Manchester United coach Michael Carrick, ex‑footballer Dion Dublin, and actress Hayley McQueen. Founder Jo Tongue, a FIFA‑registered intermediary and Women in Football board member, runs the agency.

## Background & Context

Independent Talent Group has been expanding its footprint across the entertainment and sport sectors. The December investment by Sienna Private Equity in Duncan Heath’s agency gave ITG a foothold in the talent industry. With TTM now on board, ITG can broaden its reach into Europe’s growing women’s sport market.

TTM’s clients benefit from an expertise that spans both sports and broadcasting, creating a hybrid skill set rare among UK agencies.

Jo Tongue said that “ITG’s investment would allow TTM’s team and clients access to a broader network across entertainment and global commercial partnerships, while preserving the spirit, culture, and personal approach our clients value.” She added that the partnership would keep the agency’s client‑focused ethos intact.

TTM has built a reputation for deep relationships with athletes and media personalities alike.

Duncan Heath, founder and chairman of ITG, explained the strategic intent: “Our ambition is to build a business that has broader capabilities and expertise at the intersection of culture, entertainment and sport whilst keeping a focus on what matters most: outstanding people, exceptional talent and long‑term relationships.” He emphasized that the investment reflects a plan to “back exceptional founders and invest in great businesses to strengthen our collective platform and give both partners more opportunities to grow.”

## What People Are Saying

Sally Long‑Innes, CEO of ITG, framed the transaction as a milestone. “This strategic investment is an important step in Independent Talent Group’s ambition to build Europe’s leading entertainment and sport talent group,” she said.

Long‑Innes highlighted TTM’s “exceptional founder‑led business” and its strength in “growth areas like women’s sport.” The CEO also noted that the partnership would give TTM clients expanded commercial reach without sacrificing the agency’s personal touch.

The spokesperson for TTM confirmed that the collaboration will not alter the agency’s culture. “We will maintain our client‑centric approach,” said Tongue. She added that the new network will help clients navigate broader commercial opportunities while staying true to their values.

Heath reiterated the broader vision in a statement: “This investment reflects how we intend to grow in the sport and entertainment sectors – backing exceptional founders and investing in great businesses to strengthen our collective platform and give both partners more opportunities to grow.” He also referenced a recent studio launch with former BBC News boss Deborah Turness, positioning ITG as a versatile player in media production.

## What Happens Next

Following the investment, ITG plans to deepen its presence in Europe’s sport and entertainment markets. The partnership will leverage TTM’s existing relationships with athletes and media professionals to forge new global commercial deals.

Meanwhile, TTM’s clients will gain access to ITG’s broader entertainment network, opening doors to cross‑industry projects.

ITG has also announced a new studio set up with Deborah Turness, indicating a push into content creation and production.

The company intends to build a business that blends cultural relevance with commercial acumen, keeping its focus on “outstanding people, exceptional talent and long‑term relationships.” Future initiatives will likely involve expanding the roster of athletes and creators represented by TTM while integrating them into ITG’s broader entertainment platform.

The deal marks a significant step for both agencies, positioning them to capture emerging opportunities at the nexus of sport, media and culture. It also signals ITG’s ongoing strategy to invest in founder‑led businesses that can deliver growth and add depth to its portfolio.

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