You must have a player to get in the game. How's that for straight-forward advice on breaking into the competitive field of sports representation? This simple truth is not lost on the legions of aspiring power agents nationwide who find themselves with short, dwindling and sometimes completely empty client rosters. Their initial dreams of brokering multi-million dollar deals for leading athletes are often quickly tempered by the reality of competition from large, established agencies and the exclusivity of the networks governing the business of sports.
Once a player is signed, the agent must contend with the sheer difficulty of mastering representative and advisor fundamentals such as contractual language haggling, ego-soothing, and strategic counseling. And they must do so amid a racially charged and competitive atmosphere. Getting in the agent game is merely the first of many significant challenges. Staying in the game is an exercise in ingenuity and persistence.
'You are fighting to get yourself recognized, fighting larger agencies, fighting the stigma that African American agents can't get the job done, and you are fighting [the memory of] African American agents who've made mistakes before you,' says Aaron Goodwin, a prominent black agent who counts basketball phenom LeBron James among the athletes he represents. In one breath, Goodwin identifies numerous factors contributing to the bumpy road sports agents choose to travel. Race is not least among them.
African American agents frequently find themselves under scrutiny as a result of judgment lapses made by their predecessors. The 2002 conviction of William 'Tank' Black, who was accused of swindling his NFL clients out of more than $12 million, has been a thorn in the side of many black agents. The high profile scandal, and other incidents like it, has tainted people's perceptions of black agents. White agents, on the other hand, are not held responsible when a peel violates client trust; instances of individual incompetence aren't attributed to the entire race.
How then do African Americans make lasting inroads in this profession? Experts suggest cultivating relationships and building on the knowledge of more experienced agents. Often the tutelage of someone more accomplished can offer invaluable information on the dynamics governing matters of sport-specific business protocol and relationships.
'Get with someone who can help you learn,' advises Goodwin, who says a role model can advise you on how to overcome the subtle obstacles race presents. An advocate of the apprenticeship model of teaching and learning, Goodwin suggests aspiring black agents spend time shadowing other African American agents to appreciate the full range of challenges confronting minorities in the industry.
'You're blinded if you go to a large [white] firm [for an internship],' Goodwin explains. 'You're protected there. It is later, when you're out on your own, that they'll remind you that you're inferior.'
Simply put, the odds against minorities interested in careers as sports agents are significant. But the rewards are substantial. A lot of money and influence are at stake in this business. Agents' behind-the-scenes maneuvering helps determine a range of things including public representations of black athletes, endorsement dollar distribution, and even which communities derive economic benefit.
The racial composition of the agent pool reflects the diversity of the sport's players. In golf and tennis, African Americans are currently underrepresented as players, officials, vendors, and agents. 'The industry is so established that it is difficult to crack,' says Keven Davis, a longtime advisor to Venus and Serena Williams. Davis describes the agent landscape as dominated by larger agencies with representatives who specialize in one sport.
By contrast, African Americans are well represented in basketball as players and as agents. 'You [saw] during the draft that a number of African Americans are representing top players. There is both quality and quantity. The No. 1 player in the draft [LeBron James] is represented by a black agent,' says Davis. 'Regardless of your race, you have to be good,' he adds.
You must also be hungry, willing to work hard, and hustle for next to nothing in the beginning. 'You have to work your way up by cutting your teeth on players who are less known,' says Davis, who began representing unknown football and basketball players 20 years ago. From those humble beginnings, Davis honed a powerful skill set and a nuanced approach to meeting client needs landed him the trust of top-rated players like the Williams sisters. Davis has been a trusted advisor to the family since before Venus turned pro. His patience and quality counsel won Venus a $40 million Reebok deal in 2000, the biggest endorsement contract ever for a female athlete.
Davis says integrity is the biggest lesson he learned from two decades of being an advocate and negotiator for players. 'All you have is your name and there are opportunities for people to take short cuts or put themselves ahead of their player or client,' he says. 'You just have to fight all the forces that would lead you down that road.'
From a player's perspective, integrity is also important. Athletes must perform due diligence and carefully consider a prospective representative's forthrightness, motives, and track record. The agent is essentially charged with managing the business of the athlete's career. This is of enormous importance, particularly in sports where careers are short-lived. There is no substitute for agent competence in identifying the appropriate means to accomplish a client's personal objectives.
'All agents are working as hard as they can for your best interests, but some seem to know you a little better,' says rising tennis star James Blake. Blake says he couldn't have chosen a better agent than IMG's Carlos Fleming. 'He's legitimately one of my best friends,' says Blake. 'He works hard, but he also works very honestly, and that's something I appreciate.'
Ultimately, sports representation is a service business, and agents will be judged by the confidence their players have in them. The trust and rapport established between the two parties will determine the success of the partnership and signal to the world that black agents can, in fact, master the game and win.
