East
&11th
Talent in Motion
More
Than
A Game
Than
A Game
AthletesBrandsCultureGlobal
E11 — London
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51.5820° N, 0.0171° E
We connect talent, brands and culture to create opportunity without borders.
Roster launching soon. If you're an athlete, creator or brand who wants in early, get in touch →
The Academy sits alongside representation on both sides of a career — coaching that sharpens performance while competing, and structured support for life after the final whistle.
Technical and performance coaching for professional footballers and athletics competitors, built around the individual.
Structured support for the transition out of competing — direction, mindset and practical planning for what's next.
Building a voice and presence that outlasts a playing career, on camera, on socials, and in the room.
Practical grounding in contracts, income, and long-term financial decisions — before they matter most.
Talent is already moving around the world. We connect brands with the right people, in the right place, at the right time.
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Born in East London. Built for everywhere.
Sport, culture, travel and community — built into moments people actually want to be part of.
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East & 11th is an independent sports and culture company representing athletes, creators and brands. We build careers, create partnerships and put talent in the right places to create something meaningful.
Ronnie Surridge is the Founder and CEO of East & 11th, an athlete and talent representation agency built around a simple idea: talent is a commercial asset, and it deserves the same rigour as any other. E11 represents athletes and influencers across sponsorship, brand partnerships and event-based activations, connecting brands with talent at the moments that matter most, from major competitions to city takeovers.
Ronnie grew up in East London before spending 20 years as an international professional BMX athlete, 14 of them based in the US, riding contests around the world. Along the way he built long-life relationships with brands, sponsors and agencies, negotiating and delivering more than 20 global sponsorship agreements and working across media and marketing for a global action-sports platform that grew to over 1.7 million subscribers. He later moved into corporate banking and commercial partnerships, working at J.P. Morgan and an AI-native commerce media network.
That combination, lived experience as talent, and disciplined commercial execution from the banking world, is the foundation E11 is built on.
Larissa's relationship with sport started young, growing up playing football in São Paulo, Brazil, before her love of the game took her across three continents, from local and regional competition in Brazil, to playing in Dublin, to now competing across football, futsal, and beach soccer in the UK. That journey, on and off the pitch, is exactly why she co-founded East & 11th.
Having lived the athlete experience herself, the travel, the hustle, the constant navigating of opportunities most people never see, Larissa brings a rare, first-hand understanding of what talent actually needs from an agency built around them. At E11, she works across the business, helping shape everything from athlete relationships to how the agency shows up for brands and partners, always with an eye for authenticity over polish.
Multilingual and endlessly on the move between football pitches, boardrooms, and everywhere in between, Larissa embodies E11's belief that talent is never just one thing and neither is she.
