TURIN, Italy — Where could Ali be? No one seemed to know. Ali Barat, the most sought-after soccer agent in the world, was expected at the Museo Nazionale dell’Automobile by 5:30 p.m., but as the clock ticked past 6, he remained absent.
Later that evening, Paris Saint-Germain’s Désiré Doué would receive the 2025 Golden Boy award, recognizing him as the top young talent in soccer. As is customary at award ceremonies, several recognition categories were addressed first, including Best Agent, an accolade Barat was poised to win for the second time in three years.
As was his routine, Barat opted for a more luxurious hotel than many of his peers at Epic, the agency he founded. This meant he was navigating his own way to the event, which should have been straightforward since a driver had been arranged, but time was slipping by. Where could he possibly be? And why wasn’t he responding to messages? Yann Guerin, Epic’s media handler, speculated, “He’s likely on a call negotiating a deal. He’ll show up.”
Then, as if on cue, Barat made his entrance through the glass doors, dressed in a charcoal tuxedo sans tie and sporting a gold watch that looked like a villain’s prop from a James Bond film. He exuded an aura more akin to that of a music label executive than a soccer agent.
Within moments, Barat found himself chatting with two Sky Sports presenters, sharing insights on the remarkable transfer season that had earned him the award. He then participated in group interviews with print media and conducted brief one-on-ones, all while Guerin observed with approval.
Guerin had joined Epic in January after a lengthy 11-year stint at PSG. His mission, as he described, was to elevate Epic’s public relations to the level of major international clubs. This strategy has effectively showcased its transfers and the agents behind them, propelling Barat to international fame.
To be fair, there was no shortage of transfers to showcase — a staggering 15 from the previous summer alone, an impressive feat for a smaller agency. Some of these deals were surprising, such as center-back Dean Huijsen transferring to Real Madrid, while others, like striker Nicolas Jackson’s move from Chelsea to Bayern Munich, became widely discussed sagas on social media. Each was accompanied by eye-catching press releases from Guerin, headlined with phrases like “Ali Barat redefines the game again” or “Ali Barat delivers another masterclass.”
Less than 15 minutes after the transfer window closed with Jackson’s signing, Epic released a congratulatory statement: “Where others react, he builds. Where others stall, he delivers.”
This self-promotion strategy sets Barat apart from the majority of agents, who tend to remain behind the scenes. Big names like Jorge Mendes and the late Mino Raiola keep their client rosters tightly locked down, but Barat isn’t following that mold. “Ali is building his brand,” noted Tiago Pinto, Bournemouth’s sporting director, who first signed Barat’s client Tomás Araújo while with Benfica. “He’s all about self-hype for these awards.”
For Barat, the spotlight is key to attracting clients. “Families get inundated by agents,” he explained. “How do you differentiate yourself? When they see I’ve won awards, they’re drawn in. They think, ‘Okay, he’s the best — let’s listen to him.’”
His assessment resonates with an executive from a U.S.-based firm that represents numerous international players. “The bigger agencies have their method, focusing on client profiles without a lot of self-promotion,” he observed. “Barat clearly feels the need to market himself to stay competitive.”
Initially, the over-the-top press releases struck some as crass, but as the transfers piled up, it became hard to dismiss this as mere marketing; it increasingly appeared to be a genuine success story. When I asked Guerin for his thoughts, he smiled, “In a few years, he’ll have all the top players.”
As the award presenters toggled between Italian and English, Barat was named Best Agent for 2023, largely due to orchestrating Moisés Caicedo’s transfer to Chelsea from Brighton and Jackson’s move from Villarreal to Chelsea. At 43, he made history as the youngest recipient of the award. Shortly thereafter, Mendes, recognized as one of soccer’s elite agents, claimed a win in 2024.
When his name echoed through the hall once more, Barat cheerfully climbed the stage to accept his trophy. “I missed you guys,” he beamed. “Two years was too long.”
UNTIL 2021, BARAT had never completed a transfer. Launching his career in the early 2010s, he worked as an intermediary, matching players with clubs, primarily in lower leagues. His largest commission at that point was a mere €20,000, a stark contrast to his current stature. Prior to this, he was involved in exporting minerals from South America. “I didn’t even understand what a football agent did,” he recalled. “It seemed like a completely foreign concept.”
Barat’s journey began when his family fled Iran during the Iraq War, landing in England when he was just two. Growing up as a Chelsea supporter in South London, he immersed himself in the Championship Manager video game, meticulously trading players and managing clubs. However, as he matured, his interest in soccer waned, and he forged a successful business career based in Abu Dhabi, ultimately forming a close friendship with a relative of Sheikh Mansour, a key figure in Manchester City’s ownership. It wasn’t until he assisted in Edin Dzeko’s transfer to Roma that he seriously considered a career as an agent, realizing the lucrative potential behind it.
Confident in his abilities and dissatisfied with many agents’ lack of professionalism, Barat began establishing his network. He meticulously researched player profiles and began preparing for his launch of Epic, focusing on a promising lineup of talent.
In January 2021, Barat signed Araújo, who was then leaving Benfica’s academy. Instead of rushing his client away for a bigger payday elsewhere, Barat advised him to remain and grow where he was comfortable, cultivating goodwill with Pinto. “My first impression of Ali was exceedingly positive,” Pinto remarked. “He prioritized the player’s development over contracts or money, creating a long-term relationship.”
Fast forward five years, and Araújo is now among Europe’s most sought-after young defenders, helping solidify Barat’s reputation as a top agent. “To be recognized by someone of Ali’s caliber at 22 is a huge boost for me,” Araújo acknowledged.
The true test of Barat’s early choices will emerge in the upcoming summer as Araújo’s first significant transfer opportunity since signing with Barat approaches.
THE MORNING AFTER the awards ceremony, a sleek Mercedes arrived at the Grand Hotel Sitea, where Barat had checked in. While the driver loaded an impressive array of luggage — a trunk-sized suitcase and several smaller bags — Barat prepared to continue his whirlwind travels. Although he had recently relocated from France to Dubai, his commitments often took him across continents, necessitating a varied wardrobe.
Epic’s challenge lies in maintaining its small stature while competing with larger agencies that boast extensive resources. Winning the Best Agent award again in 2026 is certainly Barat’s aim, he insisted, but many of his prime players have recently transferred, meaning they might not be primed for further moves shortly. “He’s entered the scene with impactful deals,” said Patrick McCabe of Stellar U.S. branch, “but with a limited client list, how can he sustain that momentum?”
The solution? Barat needs fresh talent. At the forefront is Denzel Dumfries, the Inter Milan right-back. At the Golden Boy ceremony, I spotted Dumfries’s father, Boris, who had come at Barat’s invitation. “What attracted us was his structured approach — setting clear steps and adhering to them,” he remarked. Barat planned to meet Dumfries in Milan, hoping to strengthen their rapport.
With evident pride, Barat revealed he would soon meet social media sensation Fabrizio Romano, who boasts over 100 million followers. This time, Barat would become the second person ever to sit for a Romano interview, following Lionel Messi.
Such opportunities wouldn’t have materialized without the previous summer’s impressive transfers. Opinions about Barat within the industry vary greatly, but his accomplishments have been undeniably remarkable, akin to a historic season in soccer history.
His successful run began with Huijsen’s transfer to Bournemouth, successfully brokered from Juventus by Barat. The move surprised many, but with an agreement in place for a €50 million release clause, several clubs were keen to acquire him following Huijsen’s standout performance.
When Liverpool emerged as a potential suitor, Barat, aware of Huijsen’s casual style, worked hard to sell the player’s character and commitments to the club. Despite initial hesitations due to Huijsen’s fashion choices on the field, Barat emphasized his commitment to practice, ultimately persuading Liverpool. Before any action could be taken, however, Real Madrid came calling and finalized a deal in a matter of hours.
Following Huijsen, Barat secured a move for Noni Madueke, utilizing intel from Jackson regarding Madueke’s talent despite limited opportunities at Chelsea. The transfer was timely, occurring right after Chelsea’s victory at the Club World Cup, and was met with Guerin’s customary press release acclaiming Barat’s achievement.
Barat’s relationship with Jackson proved to be substantial, having signed him in Villarreal, where he transitioned to a striker role before joining Chelsea. As interest from Bayern Munich materialized, Barat was careful to navigate the complex transfer dynamics, pushing for Jackson’s desire to move while convincing Chelsea to find a replacement.
In the end, just before the summer deadline, Jackson completed a loan transfer to Bayern, aided by Barat’s astute management and timing. The lingering excitement from the deal solidified Barat’s status as Best Agent once again.
In the weeks ahead, Barat plans to launch “Epic 22,” a roster of top talents designed to enhance his appeal compared to other agents. This exclusive selection includes an all-star lineup, ensuring he can continue catering to clubs while maintaining tailored representation.
To further distinguish himself, Barat has conceptualized “Epic Future,” a collection of under-21 prospects aimed at sustaining the agency’s success over time. One standout is Joao Gabriel Castro Santos, known as Veneno, whose remarkable backstory and scoring prowess are sure to attract attention.
As the agency navigates new opportunities, the excitement surrounding Barat’s growing reputation continues, particularly among clients like Kluivert, who have joined at a time of promising transitions.
Yet, just as quickly as he rose to fame, Barat slipped into obscurity. Calls went unanswered, and meetings were put on hold as the soccer world wondered about his whereabouts. Was he brokering a deal in Brazil, entertaining industry connections, or scouting emerging talent?
Guerin expressed his frustration over the agent’s sudden disappearance, “I can’t reach him,” he confessed, highlighting the enigmatic charm that accompanies Barat’s elevated status. While others in his line of work may always be on call, Barat seems to understand that limited availability adds to his allure. As the agency continues its operations, the anticipation around Barat’s next moves remains palpable, though, for now, his current location is a mystery to all.