A.M.A. Sports Agency AB
Swedish Pipeline Architects

Sweden

Key Facts

Also known as: A.M.A. Sports Agency; AMA Sports Agency; A.M.A Sports Agency AB legal spelling.
Founded: 2005; Swedish company registration shown as 2005-04-14.
Headquarters: Gothenburg, Sweden.
Other offices: Stockholm, Sweden; Denver, Colorado, USA.
Agency type: Multi-sport, full-service sports management, marketing and endorsement agency.
Ownership: Privately held Swedish AB; Pontus Norén is Founder & CEO.
Primary markets: NHL, AHL, SHL and other top leagues/national teams; A.M.A. works with hockey players in Sweden and worldwide and partners with The Team/Wasserman for North America.
Players: 100+ total clients, 15+ NHL clients and 30+ NHL-drafted clients as of 2026-04-30.
Key agents: Pontus Norén, Jacob Hedin, Peter Nilsson, Johan Norén; hockey staff include Emil Olsén, Anders Smith, Joakim Persson, Johan Lindemalm Karlsson and Henning Grans.
NHLPA / North America: Kurt Overhardt and Brian Schoelzel are listed by A.M.A. as North American hockey contacts, and SICO lists The Team with Overhardt/Schoelzel as A.M.A.’s North American partner.
Languages: Swedish and English are operationally supported through the Swedish/English site and public staff communications; Jacob Hedin’s LinkedIn also lists Swedish, English and basic German.
Contact email: info@amasportsagency.com; marketing@amasportsagency.com for marketing/media.
Phone / WhatsApp: Pontus Norén +46 70 218 76 04; Jacob Hedin +46 70 438 39 44; Peter Nilsson +46 73 651 19 73.
Website: http://www.amasportsagency.com
Socials: Instagram https://www.instagram.com/amasportsagency/; X https://x.com/AMASportsAgency; Facebook https://www.facebook.com/A.M.A.SportsAgency/

About A.M.A. Sports Agency

A.M.A. Sports Agency was founded in 2005 and presents itself as a global full-service agency for sports management, marketing and endorsement. The company is rooted in Gothenburg, with public offices in Gothenburg, Stockholm and Denver. Pontus Norén is the founder and CEO, and the hockey agent group publicly includes Pontus Norén, Jacob Hedin, Peter Nilsson and Johan Norén.

The agency says it has offered comprehensive service to hockey players in Sweden and internationally since 2005. Its roster profile is heavily Swedish and Nordic, with a strong pipeline through SHL, HockeyAllsvenskan, AHL and NHL-linked prospects. Its public NHL-facing roster includes established Swedish NHLers such as Mattias Ekholm, Viktor Arvidsson and Filip Gustavsson. A.M.A.’s North American execution is built through The Team/Wasserman, with Kurt Overhardt and Brian Schoelzel repeatedly listed as the North American partner contacts. The agency’s hockey pitch emphasizes structured long-term planning, individual development, and service both on and off the ice.

Its marketing arm covers endorsements, sponsorship, PR, rights management and transition planning after elite sport. Deal evidence shows the North American partner side leading NHL contracts for A.M.A.-listed Swedish clients, including Gustavsson, Ekholm, Arvidsson, Grans, Lundmark, Posch, Östman, Fernström and Gästrin. The agency is therefore best described as a Swedish development-and-placement agency with a strong North American contract bridge, rather than a standalone NHL-only shop. Its differentiators are Swedish market coverage, goalie depth, cross-border NHL/AHL/SHL routing, and commercial support beyond contracts.

Client Roster

Top NHL players

• Viktor Arvidsson (Boston Bruins) – 2 years, $8,000,000, $4,000,000 AAV, NMC – F – Sweden – 1993-04-08.

• Mattias Ekholm (Edmonton Oilers) – 3-year, $12,000,000 extension from 2026-27, $4,000,000 AAV, NMC – D – Sweden – 1990-05-24.

• Filip Gustavsson (Minnesota Wild) – 5-year, $34,000,000 extension from 2026-27, $6,800,000 AAV, NMC/NTC structure – G – Sweden – 1998-06-07.

• Helge Grans (Lehigh Valley Phantoms) – 2 years, $1,575,000, $787,500 AAV – D – Sweden – 2002-05-10.

• Simon Lundmark (Syracuse Crunch) – 2 years, $1,550,000, $775,000 AAV – D – Sweden – 2000-10-08.

• Calle Rosén (Springfield Thunderbirds) – 1-year NHL contract through 2025-26 and 1-year extension from 2026-27 – D – Sweden – 1994-02-02.

• Pierre-Édouard Bellemare (HC Ajoie) – European contract terms not publicly salary-disclosed – F – France – 1985-03-06.

• Max Friberg (Frölunda HC) – European contract terms not publicly salary-disclosed – F – Sweden – 1992-11-20.

• Anton Lindholm (SC Bern) – European contract terms not publicly salary-disclosed – D – Sweden – 1994-11-29.

• Simon Ryfors (HC Davos) – European contract terms not publicly salary-disclosed – F – Sweden – 1997-08-16.

• Jacob Peterson (Frölunda HC) – European contract terms not publicly salary-disclosed – F – Sweden – 1999-07-19.

• Magnus Hellberg (Djurgårdens IF) – European contract terms not publicly salary-disclosed – G – Sweden – 1991-04-04.

Prospects & young talents

• Fabian Wagner (Manitoba Moose, AHL) – 3-year ELC, $2,491,668 total, $830,556 cap hit – F – Sweden – 2004-05-07.

• Melvin Fernström (Wilkes-Barre/Scranton Penguins, AHL) – 3-year ELC, $2,617,500 total, $872,500 cap hit – F – Sweden – 2006-02-28.

• Milton Gästrin (Hershey Bears, AHL) – 3-year ELC, $2,925,000 total, $975,000 cap hit – F – Sweden – 2007-06-02.

• Isak Posch (Colorado Eagles, AHL) – 2-year ELC, $1,745,000 total, $872,500 cap hit – G – Sweden – 2002-01-31.

• Theodor Hallquist (Örebro HK, SHL) – European contract terms not publicly salary-disclosed – D – Sweden – 2007-06-14. Supplied EliteProspects screenshot.

Goalies

• Filip Gustavsson (Minnesota Wild) – G – Sweden – 1998-06-07.

• Isak Posch (Colorado Eagles) – G – Sweden – 2002-01-31.

• Victor Östman (Coachella Valley Firebirds) – G – Sweden – 2000-10-03.

• Magnus Hellberg (Djurgårdens IF) – G – Sweden – 1991-04-04.

Notable former clients

• Not publicly documented in reliable sources as former A.M.A. clients; A.M.A. lists notable current or historical NHL players such as Pierre-Édouard Bellemare, Calle Rosén, Anton Lindholm and Simon Ryfors on its public hockey client page.

Highlights

• Negotiation style: Development-first and cross-border, with NHL contracts handled through The Team/Wasserman for North America.

• NHLPA/CBA expertise: Public records tie active and future NHL contracts to Kurt Overhardt, whose The Team page lists 32 active contracts and $372.5M in active total value.

• Network strengths: Sweden, SHL/HockeyAllsvenskan, AHL/NHL, plus North American partner access through The Team.

• Development pipeline: A.M.A. publicly lists player development/scout roles for Emil Olsén, Anders Smith and Joakim Persson.

• Brand/commercial capability: Marketing, endorsement, sponsorship, PR and rights management are public A.M.A. services.

Agency Snapshot

Origin story

• Founded in 2005 by Pontus Norén; the company states it has operated worldwide from Sweden and the USA.

• First NHL star client: Not publicly documented in reliable sources.

• First client foothold: Public materials point to Sweden-based hockey representation and later North American execution via The Team/Wasserman.

Milestones

• 2005 – A.M.A. founded and begins hockey player service.

• 2021 – Mattias Ekholm signed a 4-year, $25M Nashville extension, agent Kurt Overhardt.

• 2023 – Filip Gustavsson signed a 3-year, $11.25M Minnesota RFA contract, agent Kurt Overhardt.

• 2024 – Viktor Arvidsson signed a 2-year, $8M Edmonton UFA deal, later traded to Boston on July 1, 2025.

• 2025 – Filip Gustavsson signed a 5-year, $34M Minnesota extension with full no-move protection through year two and a later 15-team no-trade list.

• 2025 – Mattias Ekholm signed a 3-year, $12M Edmonton extension with NMC clauses.

Network strengths

• North America: NHL/AHL contract execution through The Team/Wasserman partner contacts Overhardt and Schoelzel.

• Sweden: Gothenburg/Stockholm office base and strong SHL/HockeyAllsvenskan client presence.

• Specialty lanes: Swedish defensemen, goaltenders and late-stage Europe/North America movement.

Support Team / Partners

• Contract/cap specialist: North American NHL contract work publicly tied to Kurt Overhardt / The Team.

• Immigration/visa counsel: Not publicly disclosed.

• Litigation/agent-law counsel: Not publicly disclosed.

• Marketing/brand partnerships: A.M.A. marketing and media team via marketing@amasportsagency.com.

• PR/media training: Included in A.M.A.’s marketing/endorsement services.

• Skills/scouting support: Emil Olsén, Anders Smith, Joakim Persson, Johan Lindemalm Karlsson, Henning Grans.

• Analytics/scouting support: Scouting roles are public; analytics vendor/support is not publicly disclosed.

• Financial/tax partners: Not publicly disclosed.

Notable Deals Led by A.M.A. / North American Partner Pathway

• 2025 – Filip Gustavsson: Minnesota Wild – extension – 5 years – $34,000,000 – $6,800,000 AAV – full NMC through year two, then 15-team NTC.

• 2025 – Mattias Ekholm: Edmonton Oilers – extension – 3 years – $12,000,000 – $4,000,000 AAV – NMC.

• 2025 – Helge Grans: Philadelphia Flyers – RFA contract – 2 years – $1,575,000 – $787,500 AAV.

• 2025 – Isak Posch: Colorado Avalanche – ELC – 2 years – $1,745,000 – $872,500 cap hit.

• 2025 – Melvin Fernström: Pittsburgh Penguins – ELC – 3 years – $2,617,500 – $872,500 cap hit.

• 2025 – Milton Gästrin: Washington Capitals – ELC – 3 years – $2,925,000 – $975,000 cap hit.

• 2024 – Viktor Arvidsson: Edmonton Oilers – UFA signing – 2 years – $8,000,000 – $4,000,000 AAV – NMC.

• 2024 – Victor Östman: Seattle Kraken – ELC – 2 years – $1,740,000 – $870,000 cap hit.

• 2023 – Filip Gustavsson: Minnesota Wild – RFA contract – 3 years – $11,250,000 – $3,750,000 AAV.

• 2023 – Fabian Wagner: Winnipeg Jets – ELC – 3 years – $2,491,668 – $830,556 cap hit.

Track Record (Last 3 Seasons)

Publicly verifiable NHL sample tied to A.M.A.-listed clients and the The Team/Kurt Overhardt North American pathway:
NHL contracts signed: 15 sampled NHL contracts/extensions from 2023-24 through 2025-26.
Total value signed: approximately $83.97M across the sampled contracts.
Total AAV/cap-hit represented: approximately $27.73M across the sampled contracts.
Extensions/renewals: 3 major public extensions in the sample: Gustavsson, Ekholm, Rosén.
ELCs signed: 5 public ELCs in the sample: Wagner, Östman, Posch, Fernström, Gästrin.
RFA outcomes: Gustavsson 2023, Lundmark 2024 and Grans 2025 are public RFA/arb-eligible outcomes in the sample.
Arbitration cases: No heard arbitration case publicly verified in the sampled sources.
Europe transfers: Not audited publicly; EP transaction data would be required for a complete count.
Aggregate client market value: Hockey market value not publicly standardized; EP lists 103 A.M.A. hockey clients, while The Team/Kurt Overhardt active NHL contracts are listed at $372.5M, which should not be treated as A.M.A.-only value.

Compliance & Accreditation

• Swedish certification: SICO lists Jacob Hedin, Peter Nilsson, Pontus Norén and Johan Norén as certified/authorized Swedish hockey player agents.

• NHLPA: NHLPA states only NHLPA-certified agents may represent players in dealings with NHL clubs.

• North American partner accreditation: SICO lists A.M.A.’s North American partner as The Team with Kurt Overhardt and Brian Schoelzel.

• Professional liability insurance: Not publicly stated.

• Ethics/compliance notes: No verifiable public disciplinary note found in the cited sources.

Testimonials

• A.M.A. Sports Agency – agency statement – “help each client reach their full potential.”

• A.M.A. Sports Agency – values statement – “team spirit, quality and business focus.”

• Viktor Arvidsson – player quote after Boston trade – “Just really happy and excited.”

Press, Awards & Recognition

• 2005 – Company founding and launch of hockey service.

• 2025 – Viktor Arvidsson acquired by Boston Bruins from Edmonton Oilers; NHL/Bruins announcement.

• 2025 – Filip Gustavsson 5-year, $34M Wild extension; public contract database and media coverage.

• 2025 – A.M.A. featured by Vioni for social-media visual identity work.