Agency X is a talent booking, management and commercial marketing agency representing athletes, media personalities and high-profile talent. The talent are the heroes — we’re the operators behind them. For the brands who book them, the talent we manage and the organisations we support, the job is the same: build relationships that last, and opportunities that pay.
Brands, talent and the organisations that develop them come to us for the same thing — a commercial result, handled properly.
Book our talent for a campaign, an ambassadorship, an event or a media moment — or bring our team in to run the commercial marketing behind it. The bigger the brief, the longer we tend to work together.
We represent athletes, media personalities and high-profile individuals two ways — booked for the right opportunities, or managed end to end. Every deal has to be right for you as an individual, not just available.
We partner with clubs, codes and federations to develop, protect and commercialise their athletes — and to prepare the next generation of emerging talent through our education pathway, The Commercial Athlete.
We don’t chase opportunities. We build portfolios.
Twenty-plus years in marketing taught us how brands are built. Almost ten years managing talent taught us how careers are built. We bring both to every brief — commercial, strategic and fluent in brand — because most talent agencies don’t think like marketers, and most marketers don’t manage talent.
It’s the same standard for everyone we work with — the brands who partner with us, the talent we manage and the organisations we work alongside: no exposure for its own sake, no one-off deals dressed up as strategy. We’re here for measurable outcomes and relationships that last. Every opportunity is matched, delivered and measured — and often the relationship carries on long after the contract is signed.
A relationship with Agency X rarely ends at one booking. Brands bring us back — and engage our expertise — for sponsorship, campaigns, contracts and brand strategy. Managed talent benefit because we run the whole arc of a commercial career, not a diary of appearances — the talent leads, every time. Represented talent get the same commercial standard on every booking, exclusive or not: matched on fit, negotiated properly, delivered and reported. The numbers below are the result of working that way.
Representing Olympians, Paralympians, NRL and AFLW athletes.
A multi-season signature collection, now in its 2026 release. Not a logo placement — the kind of durable, multi-season partnership we work to build.
Founder & Managing Director
Carlie Green-Medina
Carlie Green-Medina is the Founder and Managing Director of Agency X. She came into talent management from the other side of the table — 20+ years of executive marketing, digital, brand and commercial leadership across Australia and the US, including senior roles with Star Entertainment Group, Caesars Entertainment and City Beach Australia.
That background is the point of difference. Years of building brands, running campaigns and managing media — across news, radio, print, reality TV and documentaries — mean she understands how brands think and why brand equity matters. It also means a deep media network and broad brand relationships, which she works both sides of: helping brands find and activate the right talent, and helping talent turn profile into commercial value. She brings that same commercial discipline to every talent portfolio and partnership the agency manages.
Her belief is simple: talent should be represented as people first, with strategy, commercial direction and long-term value at the centre of every opportunity. Carlie also founded The Commercial Athlete, an athlete education platform delivering workshops to clubs, codes, academies, player associations and athlete development programs, and speaks directly to sports organisations, brands and conferences on athlete mindset, personal branding, commercial strategy and AI in sport. For speaking enquiries, use the enquiry form.
Brands and organisations — tell us what you need.