When working with professional athletes, many people are zoned in on the dollar signs. Players = money. However, athletes are people, too, and they should have agents who see them as such. Here’s what I’ve learned from sports agents:
Athletes usually have limited knowledge on contracts, so lawyers need to educate their clients to prevent them from being taken advantage of. The players aren’t your source of income, they’re people. They’re people with incredible talent who want your help in growing and protecting their personal brands. Your job isn’t to get them signed immediately so you can get a paycheck as soon as possible, but to nurture and curate their brand. It’s about the future, not the here-and-now.
Athletes are used to the rush of the game. They’re used to the adrenaline pumping during training, performance, and winning. But what happens when it’s time to put the cleats away? Throw in the towel? If they don’t have a personal brand to fall back on, that drop-off can create a number of issues. Many athletes don’t have experience with dealing large amounts of money and need advice on how to be responsible in saving and growing their income. Focusing on your clients can help you and them figure out where their money really needs to be spent so it isn’t wasted. Each player has different needs, so don’t expect that what worked for one client will work perfectly for another. Without learning monetary responsibility, players have to play catch-up once that income stops coming in at the end of the game.
Now, being an agent is a career. It’s a source of income. There’s an always-present fear that you could lose a client at any given time, but agents that try to do what’s best for their clients end up with more clients. Agents get a reputation for focusing on “the battle” with other agents to see who’s the “best-of-the-best,” but those who put the players first are the ones that everyone loves to hate. Those agents that everyone talks about all the time? They’re doing their jobs.
If you’re looking to become a sports agent, keep your focus on the players. Athletes aren’t just for entertainment and getting you a big paycheck. Protect and grow your players so they can have a good, stable life during the game, and when it really is time to throw in the towel.