United Talent Agency (UTA) has elevated seven agents to its UTA Creators leadership team, expanding the Beverly Hills-based agency’s oversight of digital talent representation. The move focuses on growth in sports creators, New York and the United Kingdom as creators develop businesses across entertainment, media and consumer products.
Key Takeaways
- UTA elevated seven agents to leadership positions within its existing creator division.
- The division is prioritizing sports creator representation and further development of its New York and United Kingdom operations.
- UTA says its creator division’s revenue tripled over five years, while its United Kingdom presence expanded sixfold since 2023.
- The agency reports that its creator clients collectively reach more than two billion fans worldwide.
- UTA’s digital talent representation business dates to 2006.
UTA Elevates Seven Agents to Its Creator Leadership Team
Beth Hatchett, Ike Zhang, Nicole Lonner, Rebecca Bibb, Sarah Mathews, Scarlett Perlman and Shelby Schenkman have been named to the expanded leadership team. The appointments elevate agents within UTA’s existing creator business rather than establish a new division.
The seven agents will report to A.J. Leone, Mahzad Babayan, Rebecca Steinberg and Ty Flynn. UTA Creators is co-led by Oren Rosenbaum, Ali Berman and Raina Penchansky, who is also co-founder and CEO of UTA-owned Digital Brand Architects.
The expanded team will support a division whose clients work in digital content, film, television, audio, live entertainment and commercial ventures. Its responsibilities include developing new business opportunities and coordinating representation across different sectors.
UTA says more than 60% of its creator agents began their careers through the agency’s Agent Training Program. That figure provides context for its emphasis on developing leadership within the organization.
Sports Creators and International Operations Are Priorities
UTA plans to expand its sports creator business in collaboration with its Sports Media group and KLUTCH Sports Group. The focus reflects the growing overlap between digital personalities, sports audiences, media programming and brand partnerships.
The agency also plans further investment in its New York and United Kingdom operations, alongside internal systems that support new business. These priorities extend the division’s work beyond its Southern California base.
The expansion comes as established entertainment companies develop closer ties with digital talent. Events bringing online creators into Hollywood illustrate how creator-led work can connect with traditional studios and entertainment venues.
For talent working across formats and countries, representation can involve coordinating agreements with production companies, platforms and commercial partners. UTA’s additional leadership positions are intended to provide more focused oversight of that work.
UTA Creators Works Across Media and Commercial Sectors
UTA Creators represents talent in digital content, audio, film and television, live entertainment, gaming, fashion, beauty, sports, news and consumer products. Brand partnerships and other commercial projects also fall within the division’s scope.
Creator careers can extend beyond the platforms on which audiences first discover them. A digital personality may pursue podcasts, television projects, live events or consumer products, each involving different business arrangements and professional partners.
The broader Los Angeles creator economy includes management firms, collaboration networks and technology platforms that help creators work with brands and commercial partners. UTA’s creator division operates within this environment through its talent representation services.
The range of sectors involved helps explain why the agency is expanding its leadership structure. Supporting clients with multiple business interests requires coordination across entertainment and consumer markets.
Beverly Hills Base Supports a Wider Representation Network
UTA established a dedicated digital talent group in 2006, laying the foundation for its current creator representation business. Based in Beverly Hills, the agency also operates across other entertainment fields, including film, television and sports.
The new appointments connect UTA’s longstanding digital talent business with plans to strengthen its presence in New York and the United Kingdom.
The agency says its United Kingdom presence has expanded substantially since 2023. Its announcement did not detail each agent’s specific territory or specialty.
The expansion gives UTA a larger leadership group to oversee creator relationships as clients pursue work in different media categories and markets.
UTA Reports Revenue Growth and Global Audience Reach
UTA says revenue at its creator division tripled over the five years preceding the October 2026 announcement. It also reports that its United Kingdom presence expanded sixfold from 2023. The agency did not disclose absolute revenue figures in that announcement.
According to UTA, the division’s clients collectively reach more than two billion fans worldwide. That company-reported measure describes combined audience reach, not necessarily the number of unique individuals following its clients.
The figures provide context for the leadership appointments. UTA is expanding oversight of a business that already spans multiple entertainment sectors and has increased its international presence.
The agency’s stated priorities remain sports creator representation, growth in New York and the United Kingdom, and new business opportunities for creators across media and commerce.
Frequently Asked Questions
What is UTA Creators?
UTA Creators is United Talent Agency’s division representing digital personalities whose work spans online media, entertainment, brand partnerships and consumer businesses.
Who joined UTA’s expanded creator leadership team?
Beth Hatchett, Ike Zhang, Nicole Lonner, Rebecca Bibb, Sarah Mathews, Scarlett Perlman and Shelby Schenkman were elevated to the division’s leadership team.
Where is UTA expanding its creator representation business?
The agency is investing in New York and the United Kingdom and developing sports creator representation with its Sports Media group and KLUTCH Sports Group.
When did UTA begin representing digital talent?
UTA established a dedicated digital talent group in 2006. Its current creator division builds on that operation.
