Founder & Principal
Leading with Strategy & Vision
At the core of Denny’s leadership is a commitment to forward-thinking representation. He understands that success in today’s sports world isn’t just measured in stats—it’s built through smart decisions, powerful partnerships, and intentional brand development.
Under his guidance, PrimeLine offers a boutique, hands-on approach that empowers clients to take control of their narrative, their business opportunities, and their future.
“Athletes today are more than talent—they're brands, investors, and influencers. Our job is to protect their value, elevate their voice, and help them build something that lasts.”
— Denny Franklin
Denny Franklin
Business Strategist. Brand Builder. Champion for the Modern Athlete.
Denny Franklin is the Founder and Principal of PrimeLine Sports Management, a boutique athlete representation agency built to meet the evolving needs of today’s sports professionals. With a background in business management, operations, and brand development, Denny brings a strategic, solutions-driven mindset to the world of athlete representation—one that balances smart business with personal brand growth.
A Foundation in Business & Brand Strategy
Before launching PrimeLine, Denny spent over a decade leading high-level business operations and brand initiatives across multiple industries. His experience spans startup environments, corporate leadership roles, and client-focused consulting—where he specialized in optimizing systems, driving revenue growth, and helping individuals and companies scale their brand presence.
Through this work, Denny gained a deep understanding of what it takes to grow a successful brand from the ground up. He also saw a glaring gap in how athletes were supported in managing not just their careers, but their long-term value and identity beyond the game.
That realization became the seed for PrimeLine.
Building PrimeLine with Purpose
Denny founded PrimeLine Sports Management with a clear mission: to give athletes the same level of strategic, holistic support that top executives and entrepreneurs receive. From contract negotiations to brand positioning, PrimeLine was created to be a one-stop hub for athletes who want more than just deals—they want direction, development, and long-term success.
His approach is built on three key pillars:
Professionalism rooted in business strategy
Operational excellence to ensure smooth support behind the scenes
Brand-first thinking to grow visibility, credibility, and earning potential