Published on June 17th, 2026
Location: Germany
Jay Friend Joins ProjectFIVE as Tennis Portfolio Continues to Grow
Hamburg, 17 June 2026 – SPORTFIVE, through its boutique athlete representation platform projectFIVE, has signed Japanese international standout Jay Friend, further strengthening its expanding tennis portfolio.
Friend has built his development primarily through the U.S. collegiate system while selectively competing in professional events. Having completed his final chapter of an outstanding collegiate career at the University of Arizona, he will now fully transition to the professional tour shifting his competitive focus to the ATP Tour.
During his time at Arizona, Friend established himself among the elite of NCAA tennis, reaching a national singles ranking of No. 3. He led the program to its first-ever Elite Eight appearance, earned First Team All-American honours, and made history as the first Arizona player to win the prestigious ITA Men’s All-American Championship, claiming the title in Tulsa, Oklahoma, in September 2025.
Alongside his collegiate success, Friend has already demonstrated his ability to perform at professional level, holding a current ATP singles ranking of No. 401 in and capturing his first ATP Challenger singles title in 2025 - milestones that underline his ability to translate high-level performance into results beyond the college game.
The signing builds on the positive momentum projectFIVE has generated in tennis following Justin Engel’s rapid on-court progression since joining the agency in late 2024, reinforcing SPORTFIVE’s strategy of supporting emerging talent at key stages of their professional journey.
As part of projectFIVE, Friend will receive comprehensive career management support, including commercial strategy, sponsorship development and long-term brand positioning, backed by SPORTFIVE’s international infrastructure.
Speaking on the announcement, Charly Steeb - projectFIVE said, “Jay has shown a rare combination of sustained performance, international experience and the discipline required to take the next step on the professional tour. We see clear long‑term potential in his pathway and are excited to support his development as he continues to establish himself at ATP and Challenger level.”
-
About SPORTFIVE
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Handball, Motorsport, Esports, Cricket, Tennis, American Football, Basketball, Hockey, Rugby, Olympics and Multi-Sport Events, Wintersports and many more.
Press contacts
-
James Chadderton
Senior Manager, Global Marketing Communications
james.chadderton@sportfive.com
