One of the key aspects of the game is the representation of athletes. Since U. S. school athletes, While the U. S. military received the legal green light in 2021 to monetize its name, image and likeness (NIL), one of the key questions is: how does an athlete’s service work?A company that represents change for school athletes?Will a social media-savvy agent like Trae Smith be the new Jerry Maguire?
The classic sports agent, depicted in the old Jerry Maguire movie, represented athletes as they searched for a school or a professional team, but today’s agent will have to master skills that the classic agent didn’t have to worry about, such as how to generate enthusiasts on social media platforms and how to monetize influencer status.
To imagine the sports agent of the future, it’s helpful to take a look at emerging agencies that educate athletes in their search for and negotiation of endorsements, endorsements, public appearances, and logo deals. One example is the company PowerHaus. Launched in 2022 through Trae Smith, a former UCLA football player and alumnus of Pepperdine Graziadio Business School, it has already represented more than 40 athletes in just one year of operation. Most are high school soccer players, and the firm recruited some high-level school athletes and a tennis player. , on the weekend of the April 29 NFL Draft, PowerHaus broke into the NFL by signing Oklahoma State football player Lamont Bishop to the Seattle Seahawks and Jay Shaw of the University of Wisconsin to the New York Giants.
I spoke with Smith. Il identified the following 4 emerging and firm characteristics for successful athlete representation in the NIL era. Are:
Alicia Jessop, an associate professor of sports management at Pepperdine University and founder of Ruling Sports, which studies the well-being of college athletes, shares Smith’s view. “NIL presents an unprecedented opportunity to reposition agent-athlete appointments. More than ever, athletes are looking for information about their lives beyond the game. The most productive agents of this generation will be those who not only negotiate the contracts of the most productive players, but also help their clients. Build generational legacies beyond your respective play spaces. .
Major agencies already offer professional and NIL representation, such as WME for LSU gymnast Olivia Dunne, who is not only a sane athlete but also enjoys great success on social media. He landed major contracts, adding a photo shoot in the 2023 Sports Illustrated suit. theme, which he celebrated this weekend. Matt Hand, a Pepperdine Caruso School of Law student who just introduced Alta Sports Management, says, “The most productive agencies are already offering NIL representation and professional athletes, so I think about over time, most agencies will offer either option as a smart store for athletes. We start with a NIL representation, but eventually we will offer either.
It all makes sense. The sports agent of the future is not only concerned with the progress and growth of athletes, but also with their personal logo and the NIL perspective, which manifests itself through social media. They also play a more holistic role in contributing to the athlete’s progression as a user and as a public figure. Laura St. John, co-founder of mindset Training Strong Confident Living, coaches elite teen athletes around the world and has been mentally training Dunne since she was 12 years old. She says: “Athletes want to expand a much clearer identity of who they are and the core values they constitute and make greater beyond their sport, so they can develop their prospects for good fortune and chart a path that will take them into their long term. career goals. Like in my paintings with Olivia, NIL has a magnetic lace when that vision is very clear. “
Ultimately, the long-term sports agent will want to be more comfortable than ever with social media and the private progression of athletes. And from an industry perspective, it turns out that the barriers continue to blur in the representation of sports. media and entertainment.
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