Our Approach
We represent the next generation of elite athletes — from high-performing collegiate standouts to established professional competitors. Through comprehensive talent representation, strategic career management, and advanced NIL execution, we position athletes to maximize earning potential while building sustainable, future-ready personal brands — on the field, off the field, and beyond the game.
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Our approach is rooted in empathy, authenticity, and a deep understanding of the athlete experience. We recognize that every client is both a competitor and a brand. Our advantage in the NIL and professional marketplace comes from lived experience and direct industry involvement. Our founder and advisory team have competed, negotiated, and represented athletes at multiple levels, allowing us to provide practical insight, strategic guidance, and genuine advocacy in every partnership.
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The Founder: Tyler Sims
Tyler Sims is the Founder and Managing Director of Hooties Sports Group, a multi-disciplinary sports marketing and representation collective built to support athletes through NIL, branding, career strategy, and long-term professional development.
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Tyler founded Hooties Sports Group with a clear vision: athletes need more than short-term opportunities—they need structured guidance, compliant partnerships, and representation that protects their future beyond competition. Under his leadership, Hooties operates as an ecosystem, collaborating with licensed agencies and strategic partners while maintaining continuity in athlete marketing, NIL strategy, and brand management.
In addition to Hooties, Tyler is the Founder and Executive Director of S.I.M.S. Foundation of Alabama, a service-driven organization centered on mentorship, leadership, and community impact—principles that directly influence his athlete-first approach within the sports industry.
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Tyler also serves as Head of Marketing and Business Development for FlowPros Plumbing, where he leads brand growth, partnerships, and strategic expansion—bringing real-world business acumen into athlete brand building and NIL execution.
His professional background includes over a decade of youth development and behavioral services, along with experience as a WJLX Sports Broadcaster covering basketball. These roles shape his philosophy that elite performance must be matched with structure, accountability, and life preparation.
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Tyler is a graduate of Jacksonville State University, where he earned a Bachelor of Science in Family & Consumer Sciences, graduating Cum Laude (3.50 GPA). He was recognized as Most Outstanding Student in Human Sciences, becoming the first African American male recipient, and held multiple historic leadership roles within the university. He remains actively involved through alumni engagement and advisory leadership.
At the core of Tyler’s work is one belief that defines Hooties Sports Group:
Athletes deserve representation that builds careers—not just contracts.