In the last few decades, the rise of sport marketing, sponsorships, revenue for organisations has seen rise in the income of athletes as well. Previously, athletes represented themselves while negotiating contracts. Although, that was manageable for athletes, negotiations can drag on for long period of time, plus dealing with professionals with years of experience of negotiating meant somewhat imbalance between the athlete and the other party. Therefore, the need not only for manoeuvring through their contracts but also to managing their income, endorsements, image rights and all other support services according to restrictions in respective sport, has resulted in the emergence of player agents and managers. They have become a key part of an athlete’s team and have become sort of a family for an athlete.
Sports agent is someone who handles contract negotiations, public relations and finances which will also include sponsorships and endorsements. Agent acts as an intermediary between the player and the employer to get the best deal possible for the payer. Sports agents are common in team sports rather than individual sport since, an athlete will have most of the services which are provided by a manager available for him through the employer. Agent’s responsibilities while representing the client includes, contract negotiations, securing endorsements, sponsorships and working with media to maintain a positive image of their client. Becoming a sports agent might not be that difficult but once one becomes an agent, they must follow strict regulations set by the sport authorities. Moreover, maintaining good relations within everyone in in the industry is especially important for an agent. Agents play a vital role in a player’s career, ever since they become a professional, till they retire or even after that. A typical contract includes not just a base salary but, add on incentives based on appearances, performance, and promotion to higher levels. Contracts might also include handover over image rights of the player to the employer therefore, to understand all the details included in the contract an agent is quite important. Connections of the agent come in use when a player in looking for transfer to a new club. Without the help of their agent players would not necessarily secure the best transfer on their own because of such vast number of players in the game.
The influence of agents has evolved overtime, although they have become integral part of the business of sport, sports agents are sometimes seen as manipulative by the teams in the negotiations. Millions are spent in transfer fees and more in salary, agents earn part of that as compensation for their work. Therefore, better the deal for the player more income for the agent. This also result in hiding details of the transfer which can lead to further complications. Plus given the complications in contracts and representation, federations have necessary regulations and have made agent registries to have control over agents.
The scope of work for an agent can be limited to more legal aspect of sport, agents are therefore are more common in team sports and may have multiple players as clients, but from the same sport. In case of individual sports, athletes are represented by managers who will have a broader scope of services they provide to them. Sports managers represent athletes form various sports who require services altered according to their sport. It is important for an athlete in individual sports to have coaches, nutritionists and other support services that will suit him the best. Athletes who are under the umbrella of the national association for that particular sport may have these services available for them through the association. However, athletes who fall just outside, might have to find these services on their own. For sports managers, the work starts from scouting of athletes. They need to identify talented athletes by monitoring them in training and in competitions. Also, by having extensive discussions with their coaches, managers need to understand the goals and aspirations of the athlete as well as where the athlete can improve to achieve the best results. Only when understanding all these things a sport manager can provide the customized services according the need of an athlete.
Sport managers need to be capable of adding value to the careers of an athlete through genuine relations and mentoring them throughout their careers. Managers also need to work closely with the coaches and other support services such as nutrition, physiotherapy, rehabilitation, and psychology. To understand all the needs of the athlete and what is actually important in a particular sport, managers need to be well informed about the rules and other details of the sport. Moreover, sponsorships and endorsements are a vital part of an athlete’s career. Managers need to be able to secure best possible deal for the athlete so that they can perform the best on the field. Managers need to have detailed records of expenses and reimbursements of the athlete. A sports manager therefore becomes an important part in each and every aspect of athlete’s career.
There was a time when the only thing needed to become a sport agent or manager, was an athlete for a client. Despite the complexity of services provided by the sport agent and managers, there were no educational or professional credentials required. Now however, sport has become much more professional not only the athletes but also the business side of it. The importance of relations between athletes and their agent or managers have become most important along with their family members.
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