We are a Sports & Entertainment agency
We empower People & Brands

We provide services to companies, SPORT AUTHORITIES and people who want to be part of the sports and entertainment industry and to those of the industry that need to generate new incomes.


We focus on the management of:

Celebrity Management

Representation, intermediation and advice on the use of image, fame and reputation.

Rights activations

Strategy development and implementation of acquired rights: sponsorships, brand licenses translated into merchandising and services

Multiplatform Content

Content production: TV shows, branded content, movies, ad spots.
Rights commercialization on the different platforms.


Advice on the landing of brands within the gaming ecosystem. We develop strategies and implement campaigns linking brands and content with leagues, teams, casters and streamers.

Sports Events

Organization and marketing of scale sporting events including full production: transmission, ticketing, hospitality, sponsorship, communication and marketing.


Insertion of products and services in the sports & entertainment market. Negotiations for the acquisition and commercialization of sponsorship, content and image rights. Communication strategies for the different actors inside the sports & entertainment industry.


Francisco Aguiar


Francisco Aguiar before founding BeT in 2011, worked in different positions as Director of Licenses for Discovery Networks in Argentina, Regional Licensing Manager at Global Brands Group for the 2006 FIFA World Cup, Commercial Manager for the Argentine Rugby Union and Communications Manager at Teledeportes, a Grupo Clarín company.

He has taught sports marketing at different universities and is a guest speaker at conferences and seminars in Argentina, Chile, Colombia, and the United States. He has published books and is a source of consultation in the media about sports and entertainment.

Hernan García

Managing Director España


Before settling in Spain and joining BeT, he was Director of Proenter where he worked for 19 years, of which 5 he did living in Brazil.

He worked with all soccer clubs in Argentina and Brazil developing licenses, soccer schools abroad and friendly matches among other businesses. He was also in charge of the marketing of the argentine basketball team during the golden generation and of San Lorenzo basket. In volleyball he was in charge of the Bolívar club.

During these years he has taught at different universities: Universidad Católica Argentina, ESEADE and Universidad de Palermo.


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