MCSC Group is pleased to announce a new partnership with Her Hoops Agency, a specialist agency dedicated to supporting, empowering and professionalising the careers of women basketball players.
The partnership brings together two complementary approaches: Her Hoops Agency’s expertise in the development and representation of female basketball talent, and MCSC Group’s international network, advisory expertise and access to opportunities across sport, business and beyond.
Her Hoops Agency (HHA) is an agency created and led by women from the basketball world, specializing in supporting and representing female players throughout every stage of their careers, both on and off the court. They offer a 360º structure that combines representation, professional and personal development, brand building, education, and connections with sponsors, brands, and organisations.
Their goal is to professionalize and transform the women’s basketball landscape by creating real opportunities and building sustainable careers. They work with a human, personalized, and multidisciplinary approach, connecting female talent with companies and projects that share our vision.
This holistic approach is closely aligned with MCSC Group’s vision of athlete advisory.
For MCSC, supporting an athlete is not only about what happens on the court or the next contract. It is also about creating the right environment around the athlete: developing her personal brand, identifying relevant commercial opportunities, building meaningful relationships and preparing for the different stages of a career.
Women leading the agency:
Helena Oma, a professional player and Spanish international in both 5x5 and 3x3 basketball, brings more than a decade of experience at the highest level, along with her background in Sports Management.
María José Cucarella, entrepreneur, coach, communicator, and high-performance athlete coach, brings extensive experience in the management and development of female players.
Vega Gimeno, former professional player, Spanish international, and Olympic medalist at Paris 2024, brings her experience in high-performance sport, sports management, communication, and talent development.
Through this collaboration, MCSC Group and Her Hoops Agency will explore opportunities to connect players with relevant expertise, brands, partners and international networks.
The partnership will also create opportunities to develop initiatives at the intersection of sport, business and personal development, while supporting the international growth and visibility of women basketball players.
As women’s basketball continues to develop its professional and commercial potential, building strong structures around athletes becomes increasingly important.
«We believe that the future of athlete advisory lies in looking at the person and the career as a whole. Our partnership with Her Hoops Agency allows us to combine their deep understanding of women’s basketball with MCSC’s international network and multidisciplinary expertise. Together, we can create more opportunities for players not only during their sporting careers, but also for everything they can build around them.»
— Gian Marco Gilardi, MCSC Group
The partnership reflects a broader commitment from both organisations to contributing to the professionalisation and international development of women’s sport.
«A partnership to take HHA further, connect globally and create new opportunities for our players. From our very first meeting, a strong connection and trust emerged. We share the same way of understanding sport: driven by excellence, but always with a human approach. Their experience in the sports world and their people-first approach made us feel from day one that we had found the right partner.»
— Her Hoops Agency
The ambition is simple: to help women basketball players build careers that go beyond the game — and opportunities that extend beyond the next season.