Instagram Live star Druski launches sports agency to connect NIL athletes with “huge brands”

After breaking out on platforms like Instagram Live, Drew Desbordes is making a big move in the realm of sports business. The comedian, streamer, and podcast host, who is known as Druski, has launched a sports agency called 4Lifers.

Druski’s entertaining broadcasts have brought more than six million followers to his official Instagram account while generating widespread recognition for his satiricalCoulda Been Records. His success has allowed him to land high-profile sponsorships. He’s the host of the Mountain Dew-branded podcast The Dew Zone, which helped producer Blue Wire earn $10 million in yearly ad revenue.

4Lifers will give Druski’s clients a chance to get in on that action. “If you come in business with us, you will also have the opportunity to work with the same huge brands that I’ve worked with,” he told Sports Illustrated. “And I’m sure you probably have a list from Google, like, Google Pixel, to Raising Canes to Nike. I mean, I’ve worked with so many different companies.”

“Launching 4Lifers Sports Agency allows me to combine my two passions: sports and entertainment,” Druski added in a press release. “Our team is committed to providing athletes with the resources, support, and marketing opportunities to grow on and off the field.”

The first athlete who will benefit from that support is Princely Umanmielen

. The University of Florida football player has a great name, a modest Instagram following, and his own name, image, and likeness (NIL) shop. He’s also one of the top edge rushers in the college game and a serious NFL prospect.

Umanmielen is one of many marketable college athletes who have expanded their careers off the field since the NCAA’s landmark NIL decision in 2021. Some companies, like Viral Nation, have harnessed the power of NIL deals by building rosters full of amateur athletes. Other companies, like Talent Management, have approached the budding NIL industry from a creator economy perspective.

As Druski tries his hand at sports representation, he has his own inspiration: He is a fan of Rich Paul, the NBA superagent who is most famous for representing LeBron James. Druski told SI that he’s become “good friends” with Paul, who has dabbled in the creator world himself.

Druski’s connections will be one of his most important assets as he gets 4Lifers off the ground. He previously invested in a league called Fan Controlled Football. To get his own FCF team, Druski joined forces with Austin Ekeler, the star running back for the NFL’s Los Angeles Chargers.