WWE can be the launching pad for many Superstars to find new avenues in business. This is very true for anyone who worked in any area within the comedy. Now, a former executive is starting his own sporting group.

James Kimball who is a former high-ranking executive at both WWE and UFC, has unveiled the establishment of Novo Sports Group. This newly launched management agency operates at the dynamic intersection of emerging athletes, properties, and brands, offering comprehensive representation services to professional, amateur, and collegiate athletes to optimize their value in today’s evolving sports landscape.

Having most recently held the position of Senior Vice President and Head of Athlete Operations and Strategy at WWE, Kimball spearheaded the creation and expansion of WWE’s pioneering name, image, and likeness program called Next in Line. This groundbreaking initiative, introduced in 2021, aimed at identifying and nurturing future WWE Superstars. Among its signees are esteemed figures like Olympic Gold medalist and two-time NCAA Champion Gable Steveson, as well as athlete influencers Haley and Hanna Cavinder.

Under Kimball’s leadership, the NIL program has recruited nearly 50 college athletes, spanning 13 different sports and 15 conferences. These athletes collectively boast an impressive 12 NCAA Championships and over 40 All-American honors.


During his tenure as Vice President of Operations at UFC from 2017 to 2020, Kimball played a pivotal role in the establishment and operational direction of the UFC Performance Institute. This premier athlete performance center, with locations in Las Vegas, Shanghai, and an upcoming addition in Mexico City, became a hub for athlete development and commercial operations.

Leveraging his diverse expertise gained from prominent global sports rights holders, Novo Sports Group will offer a comprehensive suite of services. These include athlete management, marketing support, and NIL advisory, as well as consulting services tailored to growth properties and brands.

We will have to see what James Kimball does next, but he’s obviously making his way to do some big things in the sporting world. Only time will tell if he ever circles back around to work with WWE and UFC once again, this time under their TKO Holdings Group banner.

What’s your take on this story? Sound off in the comments to let us know what you think!

Felix Upton

Felix Upton is a seasoned writer with over 30 years of experience. He began his career writing advertisements for local newspapers in New York before transitioning to publishing news for Ringside News. His expertise includes writing, editing, research, photo editing, and video editing. In his free time, he enjoys bungee jumping and learning extinct languages.

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