Commecial Agent or DIY?
Written by Deji Akande
The “success” of an athlete is not solely determined by their performance on the field, court, or track. We know that in today's sports landscape, personal endorsements, public relations (PR), and brand building play an integral role in shaping an athlete's career trajectory. While not every athlete may have access to a commercial agent, the benefits of having a good one are, in my opinion, undeniable. However, for those who find themselves without representation, there are still effective strategies to navigate the world of endorsements and brand building (we’ll get onto that shortly!)
But first… I’ve encountered some top athletes who feel they don’t need a dedicated Commercial Agent who is solely focused on that area. Here’s a few reasons why that might not be their best strategy:
The Power of a Commercial Agent
A commercial agent can be a game-changer for an athlete's career. Their primary role revolves around leveraging an athlete's popularity and skills to secure hopefully endorsement deals, manage public relations, build a strong personal brand, and most importantly in my opinion help you shape what you want for your career in the long-term beyond just your performance years - all this is usually in exchange for a % of their clients earnings.
Here are some compelling reasons why athletes should consider working with a commercial agent:
Expertise and Connections: Commercial agents possess a wealth of industry knowledge and connections that can help athletes secure valuable partnerships. Their experience in negotiating contracts and navigating the complex world of endorsements can lead to more favorable deals.
Time Management: The life of an athlete is demanding, with training, competitions, and media obligations taking up a significant portion of their time. Having a commercial agent allows athletes to focus on their sport while leaving the business aspects to a professional who is dedicated to that space
Maximised Earnings: This is a key one! Agents are skilled negotiators who can ensure athletes receive fair compensation for their endorsements. This allows athletes to capitalise on their marketability and translate their on-field success and off-field personal brand into financial gains.
Brand / Career Strategy: Agents help athletes develop a cohesive personal brand that aligns with their values and resonates with fans. This consistent branding enhances an athlete's marketability and opens doors to various opportunities. But more importantly they can be key players in helping athletes create a career strategy as they consider what happens beyond their sporting years.
Crisis Management: Public relations can make or break an athlete's reputation. Agents are well-versed in crisis management, helping athletes navigate controversies and maintain a positive and authentic public image.
But what if you go Solo
While the benefits of having a commercial agent are clear, not every athlete may have the opportunity to join an agency. This could be due to various reasons. In those cases, athletes can take matters into their own hands and actively participate in their brand building:
Build Your Community: Social media platforms are powerful tools for athletes to connect directly with their fans and importantly build a community. By sharing insights into their life, loves, training, value and interests - the community big or small will begin to grow.
Personal Branding: Athletes should define their personal brand by highlighting their unique qualities, values, and passions. This can attract opportunities aligned with their identity, which is key.
Consistency: Just as in sports, consistency is key in brand building. Regularly engaging with your audience, sharing updates, and participating in relevant conversations can help athletes stay relevant and top-of-mind.
Niche Identification: Athletes can explore niches related to their passions or hobbies. Engaging in philanthropy, sharing lifestyle tips, or becoming an advocate for a cause can create new openings.
Networking: Building relationships with local businesses, community leaders, and other influencers or athletes can broaden your network. You’ll be surprise how many people are willing to collaborate when given the opportunity to do so. Also you never know what can happen through a connection, so definitely see value in building those tie-ins.
Career Plan. Write down what you would love for your career in the long-term beyond sport. Consider the steps you need to take to get there, and make a plan on the one or two things you can do to reach the goal - it might need you to take a course, or ask to shadow someone in your off-season. You may even be able to get started on things whilst in the heat of your career. We’ll talk more about this on The Athlete Gateway, but don’t wait till the end of your career to start building for your future.
So while having a commercial agent can significantly streamline these processes, it's important to recognise that not every athlete will have access to one, and even if you do - the following rules should still apply: All athletes can take proactive steps to build their personal brand, marketability and long-term career ambitions.