The role agencies play in the sports industry is often misunderstood or unknown. In the #2 edition of the Beginners Guide To The Sports Industry series, we take a deep dive into the world of sports agencies and answer the most frequently asked questions.
2 Mins Read
What are Sports Agencies?
Sports agencies provide a range of marketing, commercial, and strategic services to brands, rightsholders, media platforms, and talent. Agencies can also act as a resource and intermediary for companies looking to enter and capitalise on the sports industry.
What Kind Of Clients Do They Service?
Clients tend to be divided into four different categories:
Brands – These can be sports brands that provide a product or service specifically for the sports sector (e.g., Adidas) or brands that are in sport through association (e.g., Coca-Cola, sponsors of FIFA or Mastercard, partners of the PGA Golf Tour).
Rightsholders – These include organisations such as sports events, leagues, teams, venues, or events (e.g., Premier League).
Talent – This is another word for individuals. In sports, these can include athletes (e.g. Lewis Hamilton), coaches, retired players, and media personalities.
Media – Organisations and platforms that cover and distribute sports content, including TV, radio, digital, and social (e.g., ESPN).
What Services Are Typically Offered?
Sports agencies offer a range of services tailored to the different categories of clients. Some agencies offer all these services, while others may choose to specialise in one aspect of services.
What Are Some Examples of Leading Global Sports Agencies?
Want to learn more about the experiences of those working in Sports? Head over to our Industry Insights page PLUS join our community to receive our weekly newsletter with the latest articles here!