KMJ Sports
Swedish Development Powerhouse

Sweden

$148.54M

Key Facts

Founded: 2009
Headquarters: Åkersberga, Sweden
Other offices: Stockholm region; no additional public office list found
Agency type: Mid-size hockey-specific agency
Ownership: Privately held; founded by Joakim Persson
Primary markets: NHL, AHL, SHL, HockeyAllsvenskan, Swiss NL, Liiga, DEL, CHL, Swedish junior development and NHL Draft pathways
Players ($148.54M public active NHL contract value): 105+ total clients; NHL clients: 14; NHL-drafted clients: 23. $148.54M active value and $25.04M active cap hit
Key agents / staff: Erik Wallström, Hampus Forsling, Joakim Persson, Leonardo Åsen, Walter Olsson, Mia Malm Persson
NHLPA Certified Agent(s): Joakim Persson
Other certifications: Joakim Persson is certified NHLPA, SICO and DEL; Leonardo Åsen, Hampus Forsling, Walter Olsson and Erik Wallström are certified SICO agents
Languages: Swedish, English
Contact email: info@kmjsports.com
Phone / WhatsApp: +46 70 658 41 59
Website: https://www.kmjsports.com/
Instagram: https://www.instagram.com/kmj_sports/
X: Joakim Persson: https://x.com/JockeKMJSports

About KMJ Sports AB

KMJ Sports AB is a Swedish hockey agency founded in 2009 by longtime agent Joakim Persson. The agency is based in Åkersberga, north of Stockholm, and describes itself as one of Sweden’s leading hockey agencies. KMJ works with clients in the best leagues in North America and Europe, with a public roster led by Jesper Bratt, Linus Ullmark and Gustav Forsling. The agency’s current NHL footprint is smaller than the largest global firms, but very strong in quality, with seven active NHL contracts worth $148 million in public contract value.

KMJ’s identity is built around Swedish development, NHL contract negotiation and long-term player guidance. The agency says its team has experience from the NHL, AHL, SHL, NLA, DEL, HockeyAllsvenskan, World Juniors, European junior championships, TV-pucken and Swedish championship-winning environments. Joakim Persson handles NHL negotiations directly with NHL clubs, while the wider staff covers scouting, SICO representation, player development and operations. KMJ also emphasizes draft preparation, including NHL Combine testing and interview preparation.

The agency’s recent high-end deal work includes Jesper Bratt’s eight-year, $63 million New Jersey Devils extension, Gustav Forsling’s eight-year, $46 million Florida Panthers extension and Linus Ullmark’s four-year, $33 million Ottawa Senators extension. KMJ is also active in the next generation of Swedish prospects, with recent NHL entry-level deals for Eddie Genborg and Viggo Gustafsson. Off the ice, the agency highlights annual KMJ Sports Camp programming, skills and goalie coaching access, physical training, medical support, mental coaching and nutrition guidance. For financial advisory, KMJ recommends Obsido, a family-office and wealth-management specialist focused on professional hockey players.

Client Roster

Top NHL Players

• Jesper Bratt (New Jersey Devils) – F/LW/RW – Sweden – July 30, 1998

• Linus Ullmark (Ottawa Senators) – G – Sweden – July 31, 1993

• Gustav Forsling (Florida Panthers) – D – Sweden – June 12, 1996

• Elias Pettersson (Vancouver Canucks) – D – Sweden – February 16, 2004

• Tobias Björnfot (Charlotte Checkers / Florida Panthers) – D – Sweden – April 6, 2001

• Adam Wilsby (Milwaukee Admirals / Nashville Predators) – D – Sweden – August 7, 2000

• Marcus Högberg (New York Islanders organization) – G – Sweden – November 25, 1994

Prospects & Young Talents

• Eddie Genborg (Grand Rapids Griffins / Detroit Red Wings) – F – Sweden – April 20, 2007

• Viggo Gustafsson (Nashville Predators / AIK pathway) – D – Sweden – September 11, 2006

• Malte Gustafsson (HV71, Sweden) – D – Sweden – date of birth not publicly confirmed here

• Herman Liv – G – Sweden – date of birth not publicly confirmed here

• Arvid Drott – D – Sweden – date of birth not publicly confirmed here

• Sid Boije (AIK, Sweden) – F – Sweden – date of birth not publicly confirmed here

• William Morin (Luleå HF, Sweden) – F – Sweden – date of birth not publicly confirmed here

• William Samuelsson (Green Bay Gamblers, USHL) – D – Sweden – date of birth not publicly confirmed here

Goalies

• Linus Ullmark (Ottawa Senators) – G – Sweden – July 31, 1993

• Jhonas Enroth (AIK) – G – Sweden – June 25, 1988

• Marcus Högberg (New York Islanders organization) – G – Sweden – November 25, 1994

• Herman Liv – G – Sweden – date of birth not publicly confirmed here

European Senior Clients

• Malte Strömwall (ZSC Lions, NL) – F – Sweden – August 24, 1994

• Jhonas Enroth (AIK, HockeyAllsvenskan) – G – Sweden – June 25, 1988

• Oskar Steen (Färjestad BK, SHL) – F – Sweden – March 9, 1998

• Pär Lindholm (Skellefteå AIK, SHL) – F/C – Sweden – October 5, 1991

• Mattias Bäckman (HC Vita Hästen, Sweden) – D – Sweden – October 3, 1992

• Emil Molin (HC La Chaux-de-Fonds, Swiss League) – F – Sweden – February 3, 1993

• Jesper Frödén – F – Sweden – September 21, 1994

• Oliver Lauridsen (TPS, Liiga) – D – Denmark – March 24, 1989

Coaches/Staff Represented

• No current coaches or hockey staff are clearly listed as represented clients.

Notable Former Clients / Alumni

• Stefan Liv – former Swedish national-team goalie; listed by KMJ as alumni.

• Jonas Höglund – former NHL/SHL forward; listed by KMJ as alumni.

• Mikael Samuelsson – former NHL forward and Stanley Cup winner; listed by KMJ as alumni.

• Fredrik Olausson – former NHL defenseman; listed by KMJ as alumni.

• Johan Fransson – former NHL/SHL/European defenseman; listed by KMJ as alumni.

• Tony Mårtensson – former Swedish national-team and European star forward; listed by KMJ as alumni.

• Mattias Weinhandl – former NHL/SHL/KHL forward; listed by KMJ as alumni.

• Douglas Murray – former NHL defenseman; listed by KMJ as alumni.

Highlights

• Negotiation style: High-end Swedish NHL extensions, long-term security and direct NHL club negotiation through Joakim Persson.

• NHLPA/CBA expertise: Joakim Persson is NHLPA-certified and handles NHL negotiations directly with clubs.

• Network strengths: Sweden-to-NHL development, SHL, HockeyAllsvenskan, AHL, NHL, Swiss NL, Liiga and DEL pathways.

• Development pipeline: KMJ Sports Camp, draft preparation, NHL Combine prep, interviews, skills coaches, goalie coaches and physical training support.

• Goalie credibility: Linus Ullmark, Jhonas Enroth, Marcus Högberg and Stefan Liv’s alumni listing give the agency a strong Swedish goalie profile.

• Off-ice support: Medical, mental performance, nutrition, sleep habits and financial advisory through Obsido.

Agency Snapshot

Origin Story

• KMJ Sports was founded in 2009 by Joakim Persson.

• The agency grew out of Swedish hockey networks and international experience dating back to the late 1990s.

• Its public identity is built around guiding Swedish players from junior hockey toward SHL, European pro leagues and the NHL.

Milestones

• 2009 – KMJ Sports founded by Joakim Persson.

• 2023 – Jesper Bratt signed an eight-year, $63 million extension with the New Jersey Devils.

• 2023 – Vancouver signed defense prospect Elias Pettersson to a three-year entry-level contract.

• 2024 – Gustav Forsling signed an eight-year, $46 million extension with the Florida Panthers.

• 2024 – Linus Ullmark signed a four-year, $33 million extension with the Ottawa Senators.

• 2025 – Adam Wilsby signed a two-year Nashville Predators contract.

• 2026 – Viggo Gustafsson signed a three-year Nashville Predators entry-level contract beginning in 2026-27.

• 2026 – Eddie Genborg signed a three-year Detroit Red Wings entry-level contract beginning in 2026-27.

Network Strengths

• Sweden: SHL, HockeyAllsvenskan, junior elite, TV-pucken and Swedish national-team pathways.

• North America: NHL, AHL, NHL Draft, NHL Combine and club-interview preparation.

• Europe: Swiss NL, Liiga, DEL and broader European placement routes.

• Specialty lanes: Swedish forwards, defensemen, goaltenders, NHL-drafted prospects and late-stage European career planning.

Support Team / Partners

• Contract / NHL negotiation: Joakim Persson

• SICO representation: Erik Wallström, Hampus Forsling, Leonardo Åsen, Walter Olsson

• Head scout: Leonardo Åsen

• Operations: Mia Malm Persson, COO

• Physical training / nutrition: Gustav Pettersson

• Medical / mental performance: External Swedish network of doctors and mental coaches

• Camp and skills support: KMJ Sports Camp with skills, goalie and physical coaches

• Financial advisory / family office: Obsido

• Immigration / visa counsel: Not publicly named

• Litigation / agent-law counsel: Not publicly named

• Marketing / brand partnerships: Not publicly detailed

Notable Deals Led by KMJ Sports AB

• 2023 – Jesper Bratt: New Jersey Devils – RFA extension – 8 years – $63 million – $7.875 million AAV.

• 2023 – Elias Pettersson: Vancouver Canucks – entry-level contract – 3 years – $2.515 million – $838,333 AAV.

• 2024 – Gustav Forsling: Florida Panthers – extension – 8 years – $46 million – $5.75 million AAV.

• 2024 – Marcus Högberg: New York Islanders – standard contract – 2 years – $1.55 million – $775,000 AAV.

• 2024 – Linus Ullmark: Ottawa Senators – extension – 4 years – $33 million – $8.25 million AAV.

• 2025 – Tobias Björnfot: Florida Panthers – standard contract – 1 year – $775,000 – $775,000 AAV.

• 2025 – Adam Wilsby: Nashville Predators – standard contract – 2 years – $1.55 million – $775,000 AAV.

• 2026 – Eddie Genborg: Detroit Red Wings – entry-level contract – 3 years – $2.9925 million – $997,500 AAV, beginning 2026-27.

• 2026 – Viggo Gustafsson: Nashville Predators – entry-level contract – 3 years – $2.97 million – $990,000 AAV, beginning 2026-27.

Track Record (Last 3 Seasons)

• NHL contracts signed / active attribution sample: 7 active NHL contracts plus 2 future entry-level contracts.

• Total public active NHL contract value: $148.39 million.

• Active public NHL cap-hit footprint: $25.04 million.

• Future contract value already signed: $5.96 million.

• Future annual value already signed: $1.99 million.

• Total active plus future public contract value: Approximately $154.35 million.

• Extensions/renewals: Jesper Bratt, Gustav Forsling, Linus Ullmark, Marcus Högberg, Adam Wilsby and Tobias Björnfot.

• ELCs signed: Elias Pettersson, Eddie Genborg and Viggo Gustafsson.

• RFA outcomes: Jesper Bratt’s eight-year New Jersey extension is the headline RFA outcome; Tobias Björnfot and Adam Wilsby are recent depth/RFA-pathway outcomes.

• Arbitration cases: No recent public filed/heard arbitration case verified.

• Europe transfers: KMJ’s public roster includes Swiss, Swedish, Finnish and broader European placements, but recent transfer counts are not publicly consolidated.

• Aggregate client market value: Not publicly consolidated; use public active NHL contract value as the cleanest available proxy.

Compliance & Accreditation

• NHLPA certification status: Joakim Persson is NHLPA-certified.

• Swedish certification: Joakim Persson, Leonardo Åsen, Hampus Forsling, Walter Olsson and Erik Wallström are listed as SICO-certified.

• DEL certification: Joakim Persson is listed as DEL-certified.

• National federation registrations: SICO certification is publicly stated for the Swedish agents listed above.

• Professional liability insurance: Not publicly stated.

• Ethics/compliance notes: No public agency discipline or sanction found in checked public sources.

Testimonials

• No reliable, agency-specific public player testimonials were found.

• KMJ’s public positioning line is: “Your dream – Our plan.”

• For publication, avoid invented player quotes unless KMJ provides direct testimonials.

• Credibility is best supported through verified client outcomes such as Bratt, Ullmark, Forsling, Genborg and Gustafsson.

Press, Awards & Recognition

• 2026 – Eddie Genborg signs three-year Detroit Red Wings entry-level contract.

• 2026 – Viggo Gustafsson signs three-year Nashville Predators entry-level contract.

• 2025 – Eddie Genborg selected 44th overall by the Detroit Red Wings in the NHL Draft.

• 2024 – Viggo Gustafsson selected 77th overall by the Nashville Predators in the NHL Draft.

• 2024 – Linus Ullmark signs four-year, $33 million Ottawa Senators extension.

• Agency-specific awards: No credible public agency-award listing found.