Toronto-based sports technology startup endo has launched a new platform designed to help sports agencies streamline operations, manage endorsement deals, and better understand the market value of their athletes.
The company has secured $815,000 CAD in pre-seed funding led by Relay Ventures and officially launched in October 2026 with 11 agencies, including Quartexx Management, Roy Sports Group, KHG Sports Management, and Envision Sports and Entertainment.
Despite managing athletes with multimillion-dollar careers, many sports agents continue to rely on spreadsheets, email chains, and manual processes to track contracts, payments, and endorsement obligations. These fragmented workflows can result in missed payments, overlooked deliverables, and undervalued sponsorship opportunities.
Endo aims to address these challenges by bringing roster management, contract tracking, and endorsement deliverable fulfillment into a centralized platform. According to the company, its technology can save agents between 10 and 15 hours per week, allowing them to focus more on athlete relationships and business development. Beyond simplifying agency operations, endo is developing endodeals, a valuation engine designed to help sports agents assess endorsement offers using market data.
The technology will benchmark incoming brand deals against media equivalency and anonymized comparable contracts, providing agents with additional insights when negotiating sponsorship agreements.
“Underneath, we’re building endodeals, a valuation engine that benchmarks incoming brand offers against media equivalency and anonymized comparable contracts, so agents know what their clients are actually worth. Our goal is to become the fair market value benchmark for athlete endorsements.” – Jack Lavorato, Co-Founder & COO
The initiative reflects a broader opportunity to introduce more transparency and data-driven decision-making into an industry where endorsement valuations can depend heavily on individual experience, relationships, and access to market information.
Endo was co-founded by Michael Boushy, CEO and former consultant at The Team, formerly Wasserman, who brings experience in the hockey industry, alongside Jack Lavorato, COO, and Anthony Baxter, Founding Engineer and former Division I hockey player. The founding team is joined by Matteo Tanzi, Senior Product Engineer and former BMO employee. With its initial agency partnerships and fresh pre-seed funding, endo is positioning itself at the intersection of sports management, financial technology, and data analytics.
As part of its next phase of growth, the Toronto-based startup is currently hiring additional engineers to expand its technical team and accelerate product development.
As athlete endorsements continue to evolve, the Toronto startup is betting that better operational tools and more transparent valuations can help agencies manage their businesses more efficiently while securing stronger commercial opportunities for their clients.
