THE FRNTAL’s expansion of its Music and Sports Divisions enhances its global offerings, providing innovative representation strategies for talent across industries.
London, United Kingdom / Los Angeles, CA / Dubai, UAE – February 2026 – THE FRNTAL, the innovative global celebrity and talent management agency founded by Shery Lunardi, has unveiled its expanded Music and Sports Divisions. This strategic move aligns with growing global demand for highly specialized and culturally attuned representation in the music, sports, and entertainment sectors.
The expansion comes at a pivotal moment, as THE FRNTAL continues to scale its global presence, opening a new headquarters in Dubai, joining its established offices in Los Angeles, London, and Paris. Known for its seamless integration of talent management, PR strategy, and brand partnerships, THE FRNTAL’s enhanced focus on music and sports aims to serve an increasingly diverse range of clients while continuing to build lasting legacies in high-profile industries.
Strategic Expansion to Meet Evolving Market Demands
THE FRNTAL has always understood the importance of adapting to market shifts, particularly in the fast-moving worlds of music and sports. In response to the escalating need for tailored, high-impact strategies that align with today’s entertainment climate, the agency is now doubling down on providing specialized expertise to its clients in these two key areas.
“Our mission is to build more than just celebrity brands; it’s about creating lasting legacies,” said Shery Lunardi, Founder and Director of THE FRNTAL. “As the demand for intentional and purpose-driven representation grows, this expansion allows us to offer next-level support to musicians, athletes, and hybrid talents across the globe. With specialized PR teams, exclusive brand partnerships, and data-driven talent positioning, we’re making sure our clients are prepared to lead in competitive, evolving industries.”
Tailored Support Across Key Pillars of Representation
THE FRNTAL’s expanded Music and Sports Divisions emphasize a multifaceted approach to talent management, with a keen focus on these three core areas:
- Talent Positioning: By curating personalized, authentic career strategies, THE FRNTAL ensures each artist, athlete, and entertainer has a clear, customized path to success. From shaping their public persona to refining their image, the agency focuses on building a reputation that resonates with fans and stakeholders alike.
- Public Relations (PR): THE FRNTAL’s PR team offers an expansive suite of services, including media strategy, crisis management, and multilingual digital campaigns, ensuring clients maintain full narrative control in both traditional and digital media. Cross-market placements, crisis management, and reputation refinement are all crucial components of THE FRNTAL’s integrated approach to sustaining long-term public relevance.
- Brand Partnerships: THE FRNTAL excels at curating mutually beneficial partnerships, securing endorsements, sponsorships, and licensing deals with global brands. These partnerships are carefully aligned with the client’s personal values, career goals, and cultural significance, making them authentic and impactful.
A Specialized Team to Lead Global Representation
To meet the demands of a rapidly changing landscape, THE FRNTAL has onboarded specialized agents, PR strategists, and partnership experts who bring deep expertise from the worlds of music labels, professional sports, and global brand campaigns. These new additions are equipped to create and execute high-level strategies that take advantage of emerging trends in both established and growing global markets.
“The addition of seasoned agents and strategists to our roster ensures that we can offer the most specialized and relevant support to our clients,” Lunardi added. “This new team brings industry-specific knowledge that helps us connect with global cultural events, navigate sponsorships, and provide data-driven insights that enhance our talent’s career trajectories.”
Fostering Emerging Talent with Mentorship and Resources
Beyond its established roster of high-profile clients, THE FRNTAL is also dedicated to cultivating the next generation of talent. The agency is introducing mentorship programs, exclusive networking events, and content resources to help emerging musicians, athletes, and influencers grow and thrive within their respective industries.
“We believe in giving back to the industry by providing young, emerging talents with the resources they need to succeed,” Lunardi said. “These initiatives are designed to provide mentorship and support so that future stars can build a sustainable and impactful career from the ground up.”
THE FRNTAL’s Global Network: Connecting Talent Across Borders
With its expanded international footprint, including its new Dubai headquarters, THE FRNTAL continues to bridge cultural and market gaps for its clients. The agency’s presence in key global capitals, including Los Angeles, Paris, London, and now Dubai, ensures that clients benefit from a 360-degree representation that spans continents.
The strategic global presence enables THE FRNTAL to offer its clients VIP access to the world’s leading cultural events, exclusive media placements, and influential brand collaborations. Whether it’s securing a headline-making endorsement deal in the Middle East or providing access to top-tier music festivals in Europe, THE FRNTAL’s global reach allows its talent to break through local markets and make waves on the world stage.
Why THE FRNTAL is the Choice for Talented Visionaries
- Customized Talent Positioning: Each client benefits from a tailored strategy that balances image refinement, career trajectory, and authenticity.
- Comprehensive PR Expertise: With multilingual capabilities and cross-market experience, THE FRNTAL ensures clients maintain relevance and control over their narratives.
- High-Impact Brand Partnerships: THE FRNTAL’s brand partnership team secures exclusive, aligned endorsements that bolster clients’ visibility and growth.
- Global Reach with Local Expertise: With offices in four key international cities and a global network, THE FRNTAL empowers talent to thrive worldwide.
As THE FRNTAL continues to expand its reach and evolve its offerings, it remains committed to providing a world-class, personalized experience for clients across entertainment, sports, and music. With a focus on authenticity, legacy, and lasting impact, THE FRNTAL stands out as a leading agency dedicated to helping talent succeed on their own terms.
For media inquiries, talent representation, or partnership opportunities:
- THE FRNTAL
- Email: [email protected]
- Website: www.thefrntal.com
- LinkedIn: THE FRNTAL LinkedIn
- Instagram: @thefrntalpr
About THE FRNTAL
Founded by Shery Lunardi, THE FRNTAL is a global celebrity and talent management agency and public relations firm specializing in brand development, legacy-building, and strategic representation. The agency operates in entertainment, music, sports, and creative arts, offering services that include talent management, PR, brand partnerships, and entertainment consulting. With a global presence in Los Angeles, London, Paris, and Dubai, THE FRNTAL provides clients with a world-class approach to achieving success across borders.