Are you a deal maker? Are you savvy about money? Do you love to find the best deals or come up with new angles to make money and have fun? If you have a head for business or like to make deals, a job in the business world of sports could be just the right spot for you. There are many ways to combine business with sports, from the agents who represent top athletes (and those athletes aiming for the top) to the folks who write team contracts and manage the money side of sports.
MEET MY AGENT
Athletes are focused on training and playing—they don’t have time to think about getting the best deal from a team or a sponsor, or even finding a sponsor or coming up with a plan to market a product. Yet those business options are an important part of building an athlete’s reputation and public image, not to mention the bank account. That’s where the agent comes in.
Agents act as representatives for athletes. You conduct business negotiations; provide clients with advice; and help arrange public appearances, product endorsements, and financial investments, among other business deals. In a time when athletes have become celebrities as much as actors and rock stars, having an agent is very important. Originally, agents only handled contract negotiations, but as athletes became more well-known as celebrities and more opportunities came along for them to appear in public and sell products, the agent’s role expanded to include everything from commercial endorsements to financial investments to finding a job after retirement—in short, pretty much every aspect of an athlete’s business life. While an agent can work with both entertainment and sports celebrities, usually you specialize in one area.
A Day in the Life
What do agents do all day? Business deals mostly. An agent’s day is usually filled with meetings and phone calls. Finding business opportunities is a two-way street. You may contact companies that are interested in your client and pitch ideas to them. Maybe the up-and-coming basketball star has a great idea for a new sneaker, or an Olympic swimmer wants to promote a line of nutritional supplements she feels helps her swim faster. Many companies come to the agent with deals, especially if the athlete is very popular. After Gabby Douglas became the first African-American to win the individual all-around event in gymnastics at the 2012 Summer Olympics, Kellogg’s came calling and put her picture on the front of its Corn Flakes box for a multimillion dollar deal. Whether the agent goes to the company or the company comes to the agent, it’s the agent’s job to review the deal and see if it is a good fit for the athlete. If the agent, the athlete, and the company are all interested, there will be meetings and more phone calls to seal the deal.
Agents also spend a lot of time reading and researching. The agent needs to know the market and what companies will find a particular athlete appealing. The agent also needs to know what values and image each athlete represents. The agent is always looking for a good fit.
Agents get involved in contract negotiations too, so part of an agent’s day might include reading or writing contracts or making changes to a contract in the works. Contract negotiations can be difficult and require excellent communication skills. The agent needs to clearly summarize important details, such as the athlete’s salary and benefits. Maybe the contract specifies that the athlete will have to make a certain number of public appearances to promote the product, and the athlete wants a bonus payment for each appearance over that. The agent will suggest changes to the company, and eventually all sides will agree to a deal (hopefully!) and the contract will be signed. Agents also negotiate contracts with teams.
Agents should also have a plan for the athlete’s future. Maybe you can arrange a contract that states a team player will become a coach with the team after the athlete’s playing days are over. It’s always important for an agent to know what the athlete wants and the best way to get it.
A typical day also includes lots of networking, or making connections, with potential sponsors. Agents go to events to meet sponsors and make connections with key players in business and in team management. If an agent makes a good impression on a sponsor, it’s more likely that a sponsor will be interested in that agent’s athlete and agree to a great offer.
Communication with the athlete is also an important part of an agent’s day. A good agent-athlete relationship includes lots of connection between the two. An agent speaks to clients constantly, keeping them up to date on deals and getting their opinions on what they want to do.
Lydia Ko: Champion Golfer from Down Under
When five-year-old Lydia Ko walked into a golf shop with her mother, she probably didn’t know that her life was about to change forever. Ko began playing golf soon after the visit, coached by Guy Wilson, who was the owner of the shop. She quickly showed everyone she had what it takes to be a champion.
Ko was born on April 24, 1997, in Seoul, South Korea. Along with her parents and a younger sister, she moved to Auckland, New Zealand, a few years later. Known as Lyds to her fans in New Zealand, she has become a popular figure in the New Zealand sports world. And she is awfully good at what she does! Ko is currently the top-ranked woman amateur golfer in the world. In 2012, she became the youngest person ever to win a professional golf tour event, an LPGA (Ladies Professional Golf Association) event. A year later, in August 2013, she became the only amateur to win two LPGA tour events.1
For Ko, golf is a full-time job. She plays thirty-five hours a week and often travels to tournaments around the world.2 Ko says the best things about playing golf are “meeting new people, enjoying competitions against different ages, concentrating on games, and seeing hard work pay off.”3 At the same time, Ko is also a pretty typical teenage girl. She attends the Pinehurst School in Auckland, and enjoys drawing, reading, swimming, and playing the piano. She also makes time for her friends. Several of her best friends live in Korea, so she spends a lot of time talking to them via social media sites, just like any teenager does!
Ko turned sixteen in 2013, and she and her family face a big decision: Should she turn professional? To do so, Ko would have to get a waiver, or special permission, from the LPGA. That’s because LPGA rules say a woman has to be eighteen to become a professional golfer. Ko can play in LPGA events as an amateur, but she cannot claim any of the prize money. It is estimated that Ko has lost close to one million dollars by not playing professionally. She also can’t sign any lucrative endorsement deals until she turns pro. Most observers believe Ko will turn pro in 2013, but Ko herself has said it is just something she, her family, and her advisor are still considering.4
What has led to Ko’s amazing success? She has natural talent, of course, but also the dedication to work hard. And she has a positive attitude. In a profile written when she was thirteen, Lydia said she looked in the mirror each morning and told herself, “I am capable of doing absolutely anything I possibly can reach to.”5
The Partnership
An agent and an athlete are partners. The athlete performs well in a sport and stays away from scandal in his or her personal life. It’s up to the athlete not only to perform well on the field but also to be a good role model off the field. An athlete with a wholesome or family-friendly image will have more opportunities than an athlete who is constantly causing havoc or getting into legal trouble. Corporations love athletes who appeal to everyone and make their brand look good. A cereal company that markets its products to kids and families isn’t going to be too happy if the athlete on its cereal boxes gets arrested!
In return, the agent finds good deals that make the athlete’s image shine even more. You are not going to be looking for a deal with a company that has shady business practices or sells a product that people think is unhealthy or bad. Agents have to be extremely careful what endorsements they choose for clients. The agent’s goal is to make the athlete more popular and more appealing to a bigger section of the audience.
Bringing in the Big Bucks
Sports agents can make incredible amounts of money. An agent gets a percentage of whatever an athlete earns. If a top athlete earns $50 million dollars a year and the agent gets five percent of that… well, you do the math. (The answer is a cool $2.5 million for the agent.) Commissions of 3 to 5 percent are common for agents, but these percentages can go even higher. Of course, not everyone can represent a superstar, and most agents don’t make anything close to $2.5 million per deal or even per year. Just as most athletes don’t hit the big leagues, most agents don’t either. However, for someone who is ambitious and loves sports and business, becoming a sports agent is a great idea.
So, How Do I Get There?
If you want to become a sports agent, you need to start working toward that goal in high school. Take courses in business, accounting, economics, and math to improve your money-managing skills, and take courses in English and speech to become good at negotiating and presenting a strong image to clients. When you go on to college, continue to focus on business and management. Law classes are important too.
It’s also critically important to spend time with athletes. Agenting is all about making connections, and if you have a connection to a top athlete at your school or in your community, you can be in a good position to stay by that athlete’s side and help that person rise to the top. Even if you don’t play a sport, volunteer to work with your school’s athletic teams and make yourself useful to both players and coaches. It’s never too early to start networking.
Getting your foot in the door is difficult, since there aren’t any professional organizations or formal courses of study to become a sports agent. Once you’re in college, look for internships or entry-level jobs at sports agencies. Work hard and pass along any tips you have on hot, fresh talent, and you may be able to get a permanent job with an agency. A successful sports agent needs to hustle, and that’s true of finding a job as well as representing an athlete.
RUNNING THE TEAM
Maybe your interests lie in managing a team’s business rather than an individual athlete’s. In that case, you might aspire to be a sports executive, such as a team president or general manager. A job in this position means you are representing and managing a sports organization, not an athlete.
Team presidents are the chief executive officers of the team. That’s a fancy way of saying you are the top dog, the head honcho, the big cheese. Team presidents are responsible for the team’s financial success, as well as its success on the field (although the day-to-day responsibilities for playing will lie with the team’s managers). Presidents are in charge of several departments, including legal, marketing and public relations, broadcasting, advertising, ticket sales, community relations, and accounting.
A team’s general manager works just under its president and is responsible for the day-to-day success of the team. A general manager handles things like hiring and firing employees (and players), supervising scouts, making trades, and negotiating players’ contracts. A good general manager not only has to love and understand the sport—they must also love and understand business.
Competition for an executive job is very fierce. There aren’t that many professional teams, so that means there are a limited number of jobs available. In addition, if you want to be a team president or other executive, you need to work your way up. Your first job is not going to be in the CEO’s chair!
Name: Howard White
Job: Vice President, Jordan Brand, Nike
Why do you love sports?
Sports have taught me many valuable lessons for the game of life, such as how to be patient and have a great work ethic. They have taught me how to be humble in victory and how to handle defeat gracefully and how to go after my goals.
Why do you think it’s important for young people to get involved in sports?
Sports gives you a solid foundation around some of the core principles in life. Teamwork is huge in life. You seldom win by yourself. Practice makes perfect, and good habits pay huge dividends. And it’s a great outlet. Not to mention the health benefits.
What is a typical day like for you?
A day filled with people coming by my office. I’m somewhat like Yoda! Everyone needs a Yoda in their life.
What education did you pursue to get a job in this career?
I got a degree from the University of Maryland. I majored in administrative recreation and minored in business. My leadership classes helped a lot because I was able to access my strengths and use them. Bringing people together was key. Also being able to deal with the downfalls in life. Getting over the major disappointments. Having the right attitude. Being able to adjust to the challenges of people and life. Not ever being a victim! You can always find a reason why something is someone else’s fault. Being accountable and responsible for my actions.
What work or volunteer experiences helped you gain experience and contacts as you moved up in your career?
I played college basketball and then became a college coach. I left and went with the insurance industry for a while before joining Nike. My biggest asset is people. People are my business! People make the world go around, including young people—I love speaking at different functions for kids. My mother told me when I was young, “Even a dog can wag its tail when it passes you on the street.” That’s what I live by.
What’s the best thing about your job?
The people I meet. The people who come into my life.
What’s the most challenging thing about your job?
The people I meet. Dealing with very different types of people.
Who helped you the most in furthering your career and how?
I’d say that there were lots of people who helped me, from the CEO to the janitor and everyone in between. The saying from my mother is what really helped me. The harder I work, the luckier I get.
As a kid, did you think you would have this career when you grew up? Why or why not? What were your expectations?
I thought I’d be a pro basketball player. I got injured, and fate had other things in store for me. Staying positive and humble has put me in front of great people. It’s not the opportunity but what one does with each opportunity he or she gets.
What advice or tips can you give young people thinking of a career in your field?
Be able to deal with the ups and downs. Don’t be afraid to fail. Those are the people who do extraordinary things in life.
Do you plan to stay in your career for a long time? If not, what do you think you will do after your career is over?
I’ve been with Nike for thirty years. I’m here for the duration. And then I’ll write another book or two and a movie script.
What demands does your job put on your personal life? How do you deal with them?
Any job can be hard on your personal life. If you can’t handle that, maybe it’s not the job for you. If you want something out of life, you’ll have to give something up to get it. Hopefully you put it in at the front end and get it back on back end. Life is give and take. Most people simply want to take from it. Just don’t let that someone be you.
Getting Started
Sports is a business, so your preparation for a career as a team executive needs to focus on business and management skills. You’ll want to study business, accounting, economics, computer science, English, and speech in high school.
Succeeding in business generally means having a college degree. When you move on to college, continue building on your high school courses and work toward a major in business administration or a related field. Looking past college, many executives go on to obtain a master’s degree in business administration and sports administration. You need to focus on being a corporate executive, not just someone who loves sports.
Of course, being passionate about sports is important too. During your high school and college days, look for opportunities to get involved in sports, especially in managerial ways. Maybe you’re team captain or manager. Maybe you’re the coach’s assistant. Most school teams have students who keep records, chart statistics, or take charge of equipment. These are all great ways to get experience and see how athletic organizations work off the field.
Don’t be afraid to look beyond your school too. Is there a minor league team in your area? Do organizations hold swim or track meets at a local college or gym? Talk to the general manager of any local team or organization and see what opportunities are available. You might start out as a volunteer or a low-paid summer employee, but you will be gaining valuable experience and a chance to see teamwork from the inside.
Sports organizations and even professional teams are always looking for interns, so this is another route you’ll want to explore. Hundreds of internships are available throughout the country—the majority of sports organizations offer them. Interns are generally not paid or not paid very well, but you may be able to get academic credit for your internship. And you will be gaining experience and networking with professionals who may be able to help you in the future. If you are serious about working in the sports industry, an internship is one of the best ways to achieve your goals.
Name: Annelise Loevlie
Job: Vice President (VP), Icelantic Skis and First Degree Boots, Denver, Colorado
Why do you love sports?
Sports are an expression of who I am. They are a way for me to connect to my body and to the physical earth and also a way to feel alive! As a business owner and developer, I am oftentimes working with my head (brain) in an office with minimum physical activity or fresh air. Sports, specifically outdoor sports, allow me to get outside, move my body, breathe fresh air, feel the sun on my skin, and develop my physical body. Sports are also an excellent stress reliever and way to decompress. When I am participating in my sports, I am in the moment and thinking of nothing else. It’s recreating at its prime.
Why do you think it’s important for young people to get involved in sports?
Sports teach us endurance, focus, strength, strategy, competition, teamwork, and discipline, just to name a few. Through sports, we also experience victory, defeat, hard work, and the importance of persistence and practice. All of these lessons and skills can be applied to everyday life and help immensely when done so. As women, sports are important to help us become familiar with our bodies, our skills, and our abilities. With this knowledge comes body awareness, a deeply rooted confidence, and ultimately, a positive body image.
What is a typical day like for you?
I travel 60 percent of my time, so every day seems to hold new adventures to be had, problems to be solved, people to be met, and work to be done. My mornings are where I connect with myself. No matter where I am or what time zone I wake up in, I make sure to take at least an hour of me time before doing any sort of work. This usually involves drinking two large glasses of water upon waking (it gets things flowing), moving my body (running, yoga, stretching, deep breathing, walking), and a quiet sit. Additionally, I make sure to eat a healthy breakfast, usually involving lots of fresh fruits and vegetables. Other consistencies involve talking with people about various projects, a lot of meetings, and communication inside the company and outside: emails, phone calls, meetings, and creative problem solving. And the occasional sing-and-dance party when I need a release!
What education did you pursue to get a job in this career?
I have a bachelor of science degree in business administration from the University of Vermont. This was a four-year program, which exposed students to every facet of business, from finance to law, ethics to marketing. The benefit of doing this, for me, was to get exposed to every side of business and to get a feel for what I like and don’t like—what I’m good at and what I should leave alone.
What work or volunteer experiences helped you gain experience and contacts as you moved up in your career?
I have always loved business. From the time I was six years old, I had lemonade stands on the corner all summer long, making and saving money to invest in certain things. I have also always loved sports and moving my body in the natural environment. My professional journey has involved everything from the restaurant industry (every position you can imagine), to sales manager for a magazine, working for an online information publishing business, to where I am today with Icelantic. The Icelantic journey began in 2005 with my best friend, Ben, who had the idea to make skis. He called on me to help him develop the business on an international level, and since then I have held every position available in the company: from bookkeeper to CFO (chief financial officer), marketing manager to ski tester—and finally to where I stand today as VP of a vibrant, growing international business.
My mom always said, “You never know until you try.” This phrase has had a huge influence on me gaining both experience and contacts in my career path. This has opened several doors for me and introduced me to people I may have never encountered. Opportunities are everywhere if you are open to them, and many times they come in interesting shapes and sizes. Also, asking for help has been a huge element in my career building and personal development. People want to help and want to share experiences.
What’s the best thing about your job?
The best thing about my job is that I get to work with some of my best friends, and I get to ski all over the world. The snow sports industry is a young, creative, and progressive industry with a lot of passionate participants. The fact that my job involves spreading the stoke to as many people as possible is what makes me get out of bed every day. Also, the freedom and trust with time and creativity within our company culture are amazing and suit me well.
What’s the most challenging thing about your job?
Funnily enough, the freedom and trust I talked about are sometimes the most challenging things about my job. As Voltaire said, “With great power comes great responsibility.” These are words I have to constantly remind myself of. “Power” in my business basically means that I, along with Ben, my business partner, make all of the major decisions for the company. Not only do these decisions affect our coworkers, but also our brand message, product quality, distribution channels, sales numbers—potentially everything in the business. So even though we have the freedom or power to make anything happen, there is a lot of groundwork and follow-through that must be in place for things to survive.
Who helped you the most in furthering your career and how?
I have been blessed to be surrounded by an amazing family and community with endless experience, knowledge, and ears that listen, and I have called on many of those at various times in my life. Of everyone, though, Ben has helped me the most in furthering my career. Ben and I have been friends since we were eleven years old (twenty years now!), so we have both seen and experienced a lot about each other and about life. Because we work so closely together, he challenges me more than anyone else to be myself—an important challenge in personal and career development. He also teaches me things about business and life by being himself.
As a kid, did you think you would have this career when you grew up? Why or why not? What were your expectations?
I always knew that I would have my own business and that it would involve traveling and something fun, like skiing. I never knew specifics, but I’ve always loved the idea of affecting the world throughout business and sports. Funny how things pan out!
What advice or tips can you give young people thinking of a career in your field?
Ski! If you want to get into the ski/snowboard/snow sports industry, the most important thing you can do is to participate in the sport. This is an industry of lifestyle—there is, in general, not huge money in it, but that is not why people are here. By pursuing your passion and developing yourself through adventures and experiences in the sport, you will find where you fit in. So get out there and remember, you never know until you try.
Do you plan to stay in your career for a long time? If not, what do you think you will do after your career is over?
I plan to always be associated with Icelantic and the ski industry. Whether I will hold the same position is unknown. I have no immediate plans to leave, and I intend to continue listening to my heart and following the signs that have led me to where I am today. I trust that these will take me where I’m going next.
What demands does your job put on your personal life? How do you deal with them?
I travel a lot, which is awesome most of the time but also hard on certain aspects of life. Being home for brief intervals makes it hard to maintain relationships, routines, health, and any sort of consistency in my personal life. Though it makes it more challenging, it is still very possible, and with the time I do have at home, I am very present, and I spend it with my very special friends. Also, with my health, I have learned what my body needs in order to operate optimally. Food, sleep, and exercise are three main focuses for me, and though my efforts are not perfect, they are excellent for the amount of demands I place on myself.
EVERY TEAM NEEDS A PLACE TO PLAY
You can manage an athlete. You can run a team. Or you can run an entire stadium! That’s what sports facility managers do, and this can be another exciting career for someone who wants to combine a love of sports and business.
Sports facility managers (also known as stadium or arena managers or stadium operations executives) are the people who handle the day-to-day operations of a sports facility. These folks get to plan everything about the place people and teams play, from buying or leasing the facility to designing and constructing it so it’s just right for the team or sporting event involved. Sports facility managers also supervise the grounds, buildings, and all the people who work there.
If You Build It . . .
Some sports facility managers handle the day-to-day operations of an existing facility. Others are in charge of building a facility first. When a team or a school decides to build a stadium or a gym for public sporting events, there are many details to consider. The sports facility manager might be involved in finding a site for the building, buying or leasing the land, and building a facility or redesigning an existing building to meet the needs of the organization. The manager needs to understand local zoning laws, which govern what can be built and how the building can be used, as well as other federal or state rules for construction. The manager also needs to understand the neighborhood. How will a sports facility impact traffic in the area? What about noise levels? Residents may welcome a sports facility to their neighborhood, but they are also going to be very concerned about noise, pollution, traffic, and crowds. The sports facility manager is one of the people who works with the community to make sure the facility is welcome there and benefits the residents.
Once a stadium is built, the facility manager’s next job begins. You are in charge of hiring staff, including security, or contracting with an outside company to provide these services, and making sure the grounds are clean and neat, all public areas are safe and appealing, and the teams and athletes have what they need to play well. Even little things can be a big problem. For example, what if the vendor who provides paper goods fails to show up? If spectators have no cups to drink their sodas or no napkins to wipe the mustard off their faces after a hot dog, they are not going to be happy.
As the manager, you may work in an office, but you need to understand and be a part of all areas of the stadium. You also need to be aware of what’s going on with employees and people in the facility. Do the food vendors have what they need to operate safely? Are the spectators having a good time? Is everything clean, neat, and working correctly? If not, how can the problem be fixed? The sports facility manager has to see the big picture and be aware of every little thing going on in the building or facility.
How to Prepare
Like becoming a sports agent or a team executive, becoming a sports facility manager requires lots of business and communications skills, as well as a college degree. People who are interested in this sort of job generally focus on business and math classes in school, as well as classes in government, speech, and writing. Outside the classroom, managing a school club or other organization can help you see the responsibilities involved, such as handling money or delegating responsibility. Internships and volunteer opportunities are other great ways to make connections and gain experience. Once you get a job with a facility, look for ways to advance from an entry-level position to jobs with increasing levels of responsibility.
Certification in facility management is not required at this time, but it is very good to have and shows you are a step ahead of other candidates for a job. The International Facility Management Association and the International Association of Venue Managers, Inc., both offer programs that lead to certification.
Sports facility management is a demanding job, but it pays well. Certification can lead to higher salaries. According to the International Facility Management Association, its certified members earn an average of 13 percent more than noncertified workers in the same field. You can find more information about certification in chapter 11.
HOW DO YOU MANAGE EQUIPMENT?
Somebody has to keep track of all those bats and balls, helmets and hockey sticks, hurdles and tape, right? Why not you? A sports equipment manager is responsible for maintaining, ordering, and inventorying athletic equipment and uniforms. Most of them work for college and high school teams, but professional teams employ these managers too.
Athletes can’t play without uniforms, safety equipment, and the other tools of their trade. Not only do these things need to be available and ready to use by game time, but they also need to be in good condition and safe to use. According to the Athletic Equipment Managers’ Association (AEMA), once plastic shell football helmets were introduced, the game got rougher and injuries became more frequent. To prevent injuries, it is essential that football helmets fit properly. A group called the National Operating Committee on Standards in Athletic Equipment developed standards for football helmets. Trainers and coaches soon realized that it was important other types of equipment fit properly as well. The AEMA was formed in 1974 to address these concerns.
Since the formation of the AEMA, the responsibilities of equipment managers have become more diverse and vary depending on where the manager works. A typical job description includes ordering all equipment, making sure uniforms and equipment fit properly, inspecting and cleaning equipment (even doing laundry!), and inventorying and storing equipment when it isn’t being used. Equipment managers may also come up with budgets and must know all the rules regarding uniforms and equipment.
This is a job for someone who has good organizational skills and an eye for detail. Good communication skills are a must too. The sports equipment manager should also have good people skills, since you will be working daily with coaches, players, and managers.
If this sounds like a career for you, your high school courses should include business, math, and computer science. Volunteering as the equipment manager on your school’s teams is a big plus too.
The AEMA has specific guidelines for education after high school. They recommend one of the following paths: 1) a high school degree and five years of paid, nonstudent employment in athletic equipment management; 2) a four-year college degree and two years paid, nonstudent employment in the field; or 3) a four-year college degree and at least 1,800 hours as a student equipment manager. The AEMA also has a certification program, which can make a potential manager more desirable to employers, and the organization offers scholarships to students as well.
Don’t be afraid to start at the bottom and work your way up. Terry Schlatter, the head athletic equipment manager at the University of Wisconsin–Madison, recalled, “I started out doing laundry, then went to fitting shoes and helmets. Then I was responsible for ordering all of the football equipment. From there, I became head equipment manager and was responsible for ordering equipment for all the sports.”6
Notes:
1. Matt Richens, “Lydia Ko Wins Second Straight Canadian Open,” Stuff.co.za, August 26, 2013, www.stuff.co.nz/sport/golf/9086996/Lydia-Ko-wins-second-straight-Canadian-Open.
2. The website of Lydia Ko, accessed September 9, 2013, www.lydiako.co.nz/profile.
3. Ibid.
4. Randall Mell, “Debate Over Lydia, 16, Turning Pro Ko-tinues,” GolfChannel.com, August 31, 2013, www.golfchannel.com/news/golftalkcentral/ko-family-considering-deferred-waiver-16-year-old-lydia.
5. The website of Lydia Ko.
6. Careers in Focus: Sports, 92.