Top 13 Sport Talent Management Agencies for 2025
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Influencer Marketing Hub employs an expert-driven methodology to evaluate Influencer Marketing agencies, ensuring that our recommendations are both reliable and comprehensive. This approach is designed to help businesses and individuals find the best agencies to meet their specific Influencer Marketing needs. Here’s how we assess the various agencies like NeoReach, Moburst, and Creative Artists Agency (CAA):
Sports are no longer limited to our TV screens. With the rise of social media and digital platforms, athletes have become more than just players on a field or court – they have become brands.
Many of them are influencers in their fields and rank at the top for the most followed social media figures. They also have higher-than-average engagement rates; for example, Instagram Stories with sports-related content have a 90% finish rate.
However, for these on-field figures to become on-screen celebs, they need proper management to navigate the industry. Sports talent management agencies come in clutch in this regard. They handle brand interactions for their sports clients and connect them with the right deals and partnerships. In many cases, they also provide media training and help athletes build their personal brands beyond the sports world.
We analyzed many sports talent management agencies and found the following to be the most knowledgeable and well-prepared for the task.
Formidable Agencies for Sport Talent
1. NeoReach
Location: San Francisco, California
Notable Sports Clients: DraftKings, FIFA World Cup 2022
Year Founded: 2014
NeoReach Agency is an influencer marketing software trusted by Fortune 500 companies. It features a rich pool of influencers across social platforms in just about every niche. For sports brands and personalities aspiring to expand their reach and engage more audiences, NeoReach Agency is an excellent choice.
NeoReach’s talent management wing not only takes over the athletes’ inboxes but also handles their contracts and deal negotiations meticulously. In doing so, the agency ensures its clients get the most out of every brand deal or opportunity. Since NeoReach stays on top of all sports events and championships, they excel at positioning their sports talent in the right place at the right time.
The agency’s experts also act as reliable advocates for sports influencers, guiding them through the content creation process and advising them on maximizing their earning potential. NeoReach believes in holistic growth for its clients, which means that their focus is not just on social media.
They also secure opportunities in other areas like speaking engagements, traditional media appearances, product launches, and merchandise. The agency also provides resources to athletes for entrepreneurship and personal branding, as their ultimate goal is to create a multi-faceted career for their clients.
For beginners, the agency offers internships. High school or college athletes can enroll in their internships to get hands-on experience in influencer marketing.
NeoReach’s proprietary influencer identification platform allows brands to collaborate with over 5 million influencers, many of which are in the sports industry. Some of the sports in which the agency manages talent are fishing, running, martial arts, rugby, sailing, hockey, shooting, football, figure skating, bowling, and bicycling.
Key services include:
- Paid media advertising
- Influencer marketing logistics
- Marketing campaign optimization
- Experiential influencer campaign activations
NeoReach Client Success
DraftKings, a sports betting platform that covers multiple leagues in the US, wanted to expand its presence to TikTok, as that’s where most young sports fans spend their time. The brand wanted to increase its follower count and attract new audiences. Not only that, DraftKings also wanted to create an influencer base with whom they could keep collaborating in the future.
NeoReach dove into its roster of sports talent and found 50 influencers across TikTok to create content for the brand at the beginning of the NFL season.
Strategic Approach
Here’s how NeoReach created a connection between the sports talent in its network and the brand:
- Identified sports influencers who had more than 80% of their audience in the brand’s target market
- Created a hashtag campaign, #MakeItReign, in which influencers created their own touchdown dances and encouraged followers to do the same
- Used an original song as the background sound for this dance campaign
- Gathered organic fan content to increase DraftKings’ brand awareness.
The campaign increased the brand’s TikTok following by more than 30,000 followers. They also garnered 10.9 million views for the hashtag campaign and earned $459k in influencer media value.
2. Moburst
Location: Tel Aviv, Israel, with offices in New York, San Francisco, and London
Notable Sports Clients: Titanbet
Year Founded: 2013
With a number of offices across the globe, Moburst is one of the leading names in marketing, specifically influencer marketing. They’ve worked with a number of leading brands, including Samsung, Discovery, Reddit, and Uber. In addition to having gained the trust of leading brands, they’ve also built strong relationships with talent from all over the world.
Moburst assists sports talent by connecting them with brands that need their influence to target specific audiences. Since Moburst specializes in most aspects of digital marketing, including social media content creation and optimization, they can further be at their sports clients’ side throughout the brand collaboration process.
They also have a history of working with online game developers and platforms, such as PlugSports. So, you can expect them to bring the same kind of edge and experience when it comes to marketing your sports career.
The talent management agency has a four-step approach, which begins with defining the brand’s goals for the campaign. Then, Moburst conducts research to determine which of its sports talents will be the best fit for the brand. The next step is recruitment, during which Moburst handles the negotiations and contract discussions on behalf of both the sports talent and the brands.
The last step is content creation. Here, Moburst works hand in hand with both the brand and the sports talent to create content that checks all the boxes for the client’s campaign objectives.
Key services include:
- Marketing strategy
- Creative and content
- Media buying
- Digital transformation
Moburst Client Success
Moburst advertises itself as a mobile-first marketing agency, which means it focuses on mobile platforms and apps. So, the agency has a track record of partnering sports talent with such developers. One of these examples comes from PlugSports, a recruitment app for student-athletes.
When PlugSports came to Moburst, their objective was to increase installs and sign-ups for their app. They wanted to do this without spending too much money; the budget was around $60k.
Moburst realized that meeting the client’s goal would be possible through influencer marketing, but they’d have to be strategic. The agency identified 14 post-high school athletes cum influencers who could highlight the inequality in the recruitment process.
Strategic Approach
Moburst’s strategy was to present PlugSports as an excellent option for high school students who were interested in pursuing sports at college. To ensure a balanced perspective and show the app’s versatile use, the agency worked with both male and female influencers. Here’s how the strategy worked:
- Collaborated with 14 influencers to create videos highlighting sports recruitment inequality and presenting PlugSports as a solution
- Ran TikTok Spark ads on content that did well
- Created humorous content to engage the audience and create awareness
- Posted content at optimal times so that it reaches the target audience at peak usage
The result? PlugSports got 5,400 sign-ups at an 85% lower cost per install (CPI).
3. Creative Artists Agency (CAA)
Location: Los Angeles, California, with offices across the US and in London, Beijing, Shanghai, Singapore, Stockholm, Munich, and Geneva
Notable Sports Clients: JJ Watt and Reebok, PokerStars: Breakfast with Dwyane Wade and Cristiano Ronaldo, Derrick Henry and Nissan Heisman House
Year Founded: 1975
Founded in 1975, Creative Artists Agency (CAA) is one of the oldest sport talent management agencies. In fact, according to their website, they were the first talent agency to create a sports business.
They help to create infinite first-class opportunities for athletes, coaches, teams, leagues, and thousands of other leading trendsetters who help to shape pop culture. One thing that deserves special mention is their collaborative approach. All their clients are represented by the entire agency. This makes it easier for sport talent to build their brand and career across various platforms and disciplines.
Some of the sports the agency represents are baseball, basketball, football, and hockey. Besides partnering their talent with the right brand opportunities, the Creative Artists Agency (CAA) also provides expert coaching. They help talent book live events and find opportunities for sports endorsements to diversify their earning avenues.
Inclusion is also at the heart of how they operate. Not only do they improve the diversity of their own talent roster and team members, but they also advocate with marketplace buyers for sports talent from historically underrepresented groups.
It is due to this commitment to diversity and expertise in sports talent management that CAA has been named as Forbes Most Valuable Sports Agency 9 times.
In 2022, Forbes reported that the agency brought in athlete contracts worth approximately $14.01 billion in playing contracts and $3.76 billion in non-playing deals like sponsorships. This brings CAA’s total athlete contracts to approximately $17.8 billion.
Furthermore, CAA’s Sports Endorsements include working with big names like Dwyane Wade and Cristiano Ronaldo for PokerStars: Breakfast and football star Derrick Henry for a Nissan Heisman House commercial.
In 2024, CAA Sports dominated the first round of NFL drafts and set a record for the highest number of athlete picks (12) from a single agency. The agency is just as much a success in basketball, where they have negotiated over $1.8 billion in 2024, which is almost double that of any other agency.
Key services include:
- Draft preparation
- Contract negotiation
- Endorsements
- Broadcasting
- Philanthropy
Creative Artists Agency (CAA) Client Success
Part of the reason Creative Artists Agency (CAA) is among the top sports marketing agencies is that they work with some of the best and most well-known names in every game. For example, the agency ran a campaign for PokerStars, an online poker platform, with Christiano Ronaldo and Dwayne Wade.
PokerStars reached out to CAA because the brand wanted to expand its reach. CAA did just that for them.
Did I make it @Cristiano? I wasn’t looking. #raiseit, my friend. https://t.co/xsfV0tYiBs #spon #ad pic.twitter.com/rWHhVCzCcy
— DWade (@DwyaneWade) November 23, 2016
Strategic Approach
Here’s how CAA ran this campaign for PokerStars:
- Got the top sports talent engaged to ensure the campaign message reaches a substantial audience
- Created a hashtag (#RaiseIt) campaign on Twitter (now X)
- Built anticipation around the campaign by getting Dwayne Wade to challenge Christiano Ronaldo to a competition
- Distributed content across multiple platforms
Since the campaign involved some of the top names in their respective sports, PokerStars’ brand recognition skyrocketed.
4. WME Agency
Location: Beverly Hills, California, with offices in Nashville, New York, London, and Sydney
Notable Sports Clients: Anthony Edwards, Serena Williams, Novak Djokovic, Scottie Barnes
Year Founded: 1898
WME is the longest running talent agency and was founded in, wait for it, 1898. It all started as William Morris Agency (WMA) in New York City. Not only do they have many years of experience to show, but their client list also includes some of the biggest names in showbiz including Charlie Chaplin, Marilyn Monroe, and Elvis Presley.
In 2009, William Morris Agency merged with Endeavor and expanded their focus to entertainment and media companies to include artists and content creators too. Then, 2014 was another big year for them. On top of being named as one of the 50 most innovative companies by Fast Company, they also acquired IMG, a top international name in sports and entertainment.
With regards to sport specifically, they work with some of the leading athletes, institutions, broadcasters, and personalities. Most recently, they signed Sergio Perez, who will be joining Lewis Hamilton on their F1 roster. They also recently signed NBA All-Star Anthony Edwards. Meanwhile, the agency’s basketball lineup includes Luka Dončić, Chet Holmgren, and Kelsey Plum.
WME also represents several sports personalities exclusively off-court, including Jimmy Butler and Candace Parker. The agency’s influence is such that some of its sports clients took home medals at the 2024 Paris Olympics.
Due to their long history and experience in the industry, WME has established itself as a top sports talent agency, which is why publications like Variety frequently publish news related to them. The agency’s association with some of the top media houses and industry publications means that its sports talent also gets PR in addition to brand deals and endorsements.
WME Signs Record-Breaking Pro Skateboarder Nyjah Huston (EXCLUSIVE) https://t.co/fPtjZ9px9N
— Variety (@Variety) July 13, 2023
Key services include:
- Strategic partnership
- Marketing
WME Agency Client Success
For many sports influencer marketing platforms, client success is usually a big brand deal or a merch campaign. However, WME takes the crown for creating opportunities for sports clients that go beyond the traditional scope of sports marketing.
In one such example, the agency helped Peyton Manning, a Hall of Fame quarterback, build a $400-million empire with Netflix documentaries, big-brand commercials, and ESPN programming.
Co-head of @WME_Sports Josh Pyatt spoke to Bloomberg @Business about working with Peyton Manning to build the media powerhouse that is Omaha Productions.https://t.co/XJCmfGYL4y
— WME (@WME) May 18, 2023
Strategic Approach
Here’s what WME did for Manning:
- Persuade Manning to start a company called Omaha Productions
- Appointed Josh Pyatt, a superagent at WME, to help with the company’s search for deals
- Helped Manning form a deal with ESPN that will last till 2034
- Assisted Manning in getting a spot on OTT and national TV
Thanks to WME’s efforts, Omaha Productions became a media powerhouse in a short span of 3 years and is all set to become a billion-dollar company.
5. Octagon
Location: Los Angeles, CA, with offices across the US and 17 countries
Notable Sports Clients: Liverpool F.C., Josh Giddey, Stephen Curry, Bianca Andreescu, Kolton Miller, Tristan Wirfs
Year Founded: 1983
Octagon has been helping some of the globe’s top brands and talents for the past 30 years. Their team of 1,000 employees works from all over the world and they have helped professional athletes in a number of talent divisions including baseball, basketball, hockey, and tennis. Aside from professional athletes, Octagon also represent coaches and sports executives, as well as Olympians.
Not only do they help stars to get their name out there, but they also help them to manage their wealth. Whether it’s simply budgeting, planning for tax or investment and retirement advice, they partner with some of the top financial resources. They also help with career transitioning. So, they can help you to plan the next move that will make the most sense for your career.
Key services include:
- Wealth management
- Career development and advancement
- Talent and influencer marketing
6. Wasserman
Location: Los Angeles, California
Notable Sports Clients: Giancarlo Stanton, Nolan Arenado, Matt Olson
Year Founded: 2002
Wasserman (formerly called Wasserman Media Group) is one of the leading sports marketing and talent management companies. They represent some of the top athletes, broadcasters, coaches, influencers, and sports execs. Since they were founded in 1998, they’ve acquired a number of sports agencies including Arn Tellem and SFX. Most recently, they acquired The Montag Group, one of the leading media agencies in the industry.
Wasserman’s sports divisions cover a variety of sports, ranging from action and adventure sports to rugby. For instance, its baseball division represents 94 all-star players and four Hall of Famers. Its historic baseball contracts include the largest in American history (at the time of signing), Giancarlo Stanton’s 13-year contract worth $325 million in 2014.
Key services include:
- Public relations
- Career management
- Event creation
- Contract negotiations
- Creative content design
- Off-season training
- Brand marketing
- Social media influencer strategy
- Digital strategy
- Performance analytics research
7. Newport Sports Management Inc.
Location: Mississauga, Ontario, with offices across Canada and the US
Notable Sports Clients: Anthony Cirelli, Rasmus Dahlin, Phillip Danault, Kevin Fiala, Tomas Hertl
Year Founded: 1981
If you’re specifically searching for a sport talent management agency for professional hockey athletes, you can check out Newport Sports Management Inc. Founded in 1981 by Donald E. Meehan, they manage the single biggest agency in hockey and have over 125 National Hockey League clients. Not only do they offer a full scope of services relating to the more technical aspects, but they also include a few marketing services.
Key services include:
- Contract negotiation
- Financial management
- Tax and estate planning
- Insurance
- Training and development
- Draft preparation
- Social media brand building
- Corporate and public appearances
- Endorsements
8. Independent Sports and Entertainment (ISE)
Location: Los Angeles, California, with offices in Chicago, Indianapolis, and Atlanta
Notable Sports Clients: Miguel Cabrera, Reggie Bullock, Jarvis Landry, Allen Robinson
Year Founded: 2012
Independent Sports and Entertainment (previously called Relativity Sports) is one of the top representation, management, and marketing agencies for baseball, basketball and football players as well as motorsport talent.
In the last five years alone, they’ve negotiated more than $1 billion in contracts. Its basketball arm, ISE Basketball, has a European presence that helps its clients find new international opportunities.
Meanwhile, ISE Football, its football division, also includes former professional athletes as agents. According to Forbes, ISE was the agency behind Miguel Cabrera’s record deal with the Detroit Tigers. The eight-year contract is worth $248 million.
They offer a full suite of services that include contract negotiation, marketing, and brand management. As they’re part of a network of companies that also include live events and venues, they can help sport talent to develop their name via a number of platforms.
With regards to their marketing services specifically, they can help you to develop your brand identity, create content and then market it via social media. If you prefer to stick to in-person events, they can also help with speaking engagements.
Key services include:
- Endorsement opportunities
- Public relations
- Community outreach
- Memorabilia and trading card deals
- Draft preparation
- Post-career management
- Sponsorship maximization
- Content creation
9. Excel Sports Management
Location: New York City, with offices in Los Angeles, Miami, Dallas, Chicago, and London
Notable Sports Clients: Tiger Woods, Nashville Soccer Club, Cade Cunningham, George Springer
Year Founded: 2002
Founded in 2002, Excel Sports Management’s mission is quite simple – they want to help their clients reach their full potential via sport. They do this by using a forward-thinking approach and by being entrepreneurial by design. With regards to their Talent Representation division specifically, they focus on building personal brands and generating revenue via marketing partnerships.
Though, like many of the other agencies on our list, it’s not just about generating more wealth for their own talent. They also believe that it’s important to give back to the community and help their talent to do just that.
For example, they helped Didi Gregorius, a professional Dutch baseball player, to create a social campaign, #DIDIsDEEDs, to help him get more fan votes for the MLB All-star Final Vote contest. From posing for selfies with tourists to buying midtown office workers lunch, the campaign managed to highlight his low-key profile.
Another community that they work hard to elevate is female athletes. Their Women’s Sport division helps to level and expand the playing field by helping them to create individualized brand strategies.
Some of their notable projects include Gatorade’s The Secret to Victory campaign, “Chicago Cubs Break the Curse”—referring to the Cubs’ 2016 World Series win and breaking “The Curse of the Billy Goat,” and Kevin Love’s Banana Republic collection.
Key services include:
- Talent marketing
- Consulting
- Corporate partnerships
10. Athletes First
Location: Laguna Hills, California, with satellite offices in New York, Gainesville, Austin, and Atlanta
Notable Sports Clients: Dak Prescott, John Lynch, Darwin James
Year Founded: 2001
For talent management help for football specifically, be sure to check out Athletes First. Their team of football agents, which includes big industry names like Todd France, David Mulugheta, and Brian Murphy, have negotiated the biggest deal in NFL history not once, but seven times.
On top of that, they’ve negotiated many other record-breaking positional contracts too. It has also partnered with Proactive Sports Performance to help bring exclusive pre-draft experiences to its athletes. Elite NFL players train at Proactive during the off-season, which boasts a 4:1 player-to-trainer ratio.
Founded more than two decades ago in 2001, they’re a full-service management firm that has represented elite coaches, broadcasters, and players.
There are two main components that are foundational to their culture. These are to display strong power, yet stay intimately personal. Not only is it key that their talent remains personal, but also their own agency. So, their player-to-agent ratio is capped at 12 to 1.
Key services include:
- Marketing
- Pre-draft training
11. Gestifute
Location: Porto, Portugal, Lisbon, Portugal, and Dublin, Ireland
Notable Sports Clients: Darwin Núñez, Manuel Ugarte, Bernardo Silva
Year Founded: 1996
Gestifute is another talent agency that focuses on football. Founded in 1996, they have offices in Portugal and aim to discover and promote young football talent.
Gestifute is led by Jorge Mendes. Not only has his successes been recognized by Globe Soccer and Football Finance, but also by the Portuguese government. Between 2010 and 2020, he has won a number of awards. In fact, during this 10-year period, 2016 was the only year that he wasn’t voted the Best Agent in the World by Globe Soccer.
He has also played a role in a number of the biggest transfers in the world. Most recently, it was revealed that Darwin Nunez, who’s valued at about £60 million has left agent Edgardo Lasalvia and it’s expected that he’ll join Jorge Mendes at Gestifute. The agency represents some of the world’s top football players, managing multi-year contracts of up to €80 million.
Key services include:
- Career planning
12. Roc Nation Sports
Location: New York, Los Angeles, and London
Notable Sports Clients: Romelu Lukaku, Antonio Anderson, Andrew Brody, Robinson Cano, Skylar Diggins-Smith
Year Founded: 2008
Founded in 2008 by JAY-Z, Roc Nation is one of the leading entertainment companies in the world. Most recently, they’ve joined TIME Studios to produce a documentary that looks at the life of Megan Thee Stallion, the artist behind one of the top TikTok songs responsible for one of the ultimate dance challenges.
With regards to sport specifically, they represent a wide range of sports that include baseball, basketball, cricket, football (including international football), rugby, and netball. In addition to sport stars, they also represent a number of personalities that include coaches, commentators, and motivational speakers.
Recently, Roc Nation Sports acquired TFM, a Brazilian soccer agency whose lineup includes Vinicius Junior and Gabriel Martinelli. Furthermore, Roc Nation Sports International is number 7 on Forbes’ list of the most valuable sports agencies in the US, with an estimated $2.01 billion in playing contracts under management and $570 million in non-playing contracts. The agency also landed Yoenis Cespedes in 2014, who previously signed a four-year contract worth $36 million while he was with Wasserman.
Key services include:
- Endorsement deals
- Marketing
- Community Outreach
- Brand strategy
- Media Relations
13. Boras Corporation
Location: Newport Beach, California
Notable Sports Clients: Bryce Harper, Corey Seager, Gerrit Cole
Year Founded: 1980
Boras Corporation is one of the biggest names in baseball. Founded by Scott Boras, the most powerful agent in baseball, Forbes recently revealed that the Boras Corporation represents seven of the sport’s 10 highest-paid players. What’s more, during the shortened off-season they also negotiated more than $1 billion in new contracts, setting a new record for a single agency. Most recently, he negotiated a three-year contract for Carlos Correa. That deal alone is reported to exceed $105 million.
According to Forbes, the agency has over $3.8 billion in active MLB contracts as of 2022. Boras has also negotiated several sizeable contracts, including a $330 million deal for Bryce Harper (Philadelphia Phillies) and Corey Seager’s (Texas Rangers) $325 million deal.
Key services include:
- Contract negotiations
- Representation
- Memorabilia
- Marketing
- Endorsements
What Services Do Sports Talent Management Agencies Offer?
Sporting talent agencies offer an array of services that are designed to help advance their clients’ careers on and off the field. These include:
1. Professional Representation
Sporting talent agencies handle contract negotiations for their clients with entities like professional sports leagues and brands. These agencies ensure that the contracts align with relevant laws and regulations. They also handle disputes between players or brands that their clients endorse. They can also work with coaches and trainers to ensure that their clients’ performance remains optimal.
For example, WME Agency has represented some of the most notable sportspersons, including Serena Williams, Anthony Edwards, Lewis Hamilton, and Novak Djokovic.
2. Legal and Compliance Services
Agents can serve as the go-between for clients and the entities they’re working with. They help ensure that negotiations or contracts meet all relevant guidelines.
3. Deals and Endorsements
Agencies can help their clients identify and secure relevant sporting deals and brand endorsements alongside other business opportunities that they are interested in.
They also assist in managing and promoting their client’s brand image and reputation.
For example, Octagon managed the collaboration between Bobby Witt Jr, a top baseball prospect, and WhatABurger, a popular fast-food chain. The partnership created an additional revenue stream for Bobby Witt Jr and increased WhatABurger's brand exposure in the sports industry.
4. Merchandising and Memorabilia
Sporting agencies may also provide merchandising and memorabilia services, helping clients develop and launch branded merchandise.
Viral Nation is one such sports talent management agency. They help their clients create and sell their own merchandise lines. When needed, they also market and distribute the merchandise to ensure maximum profit for their clients.
5. Marketing
Sports agencies also handle marketing campaigns for their clients. Their scope of work may include event creation, planning and management, publicity, audience engagement, and brand development.
For example, Wasserman takes over marketing and live event production for its sports talent. The agency is known for the live events it hosts for NASCAR. From custom designing stages on the pit road to arranging pre-race concerts, the agency does it all.
6. Talent Scouting
Sports agents also act as talent scouts. They travel to different locations, including schools, to find emerging sports talent. Depending on the scope of their services, some agencies may also offer social media management services for their talent.
For example, Wasserman hosted students from Howard at their Brooklyn office to share insights about career opportunities for them in sports and entertainment. Agencies like Wasserman further hand-pick top talent from these schools and assist them with their career growth, creating a win-win scenario for both the agency and the athlete.
7. Career Development and Transition Strategies
Before athletes become sports influencers or big-name celebs, they start as rookies or collegiate athletes. They need to be well-prepared for the fame and attention that comes along with playing in the big leagues.
Sports agencies can offer support through various career development programs, including media training, financial management, and public speaking. These strategies help athletes adapt to the media spotlight and improve their communication skills.
The same agencies also connect sports talent with business opportunities. For example, WME Agency helped Peyton Manning start Omaha Productions and make it a $400-million business set to become a billion-dollar venture in the future.
8. Wealth Management and Financial Planning
The trajectory of an athlete's life is such that they have a short window of opportunity to earn money and build their careers. Even the best athletes, such as Simone Biles, retire in their late twenties or early thirties due to the physical demands of their sport.
It is important for athletes to make smart financial decisions and plan for their post-sports careers. Sports talent management agencies help these athletes in wealth preservation and retirement planning. They also create long-term financial strategies to ensure that athletes have a secure future after their athletic career is over.
For example, Omaha Productions has a contract with ESPN that goes up till 2034, which means that Manning doesn't have to worry about his financial stability for the next decade.
9. Networking Opportunities
We have already established the importance of influencer marketing in sports. However, to get to the status of a sought-after influencer, athletes need to network with brands and establish strong relationships.
Sports talent management agencies provide these networking opportunities by connecting athletes with potential sponsors and brands. Plus, they make sports personalities a part of their live events so that they can meet and connect with industry stakeholders.
10. Philanthropy and Community Engagement
Athletes are expected to be role models for their fans, and one way to do so is by giving back to the community. Sports talent management agencies often have philanthropic initiatives in which athletes can participate. These initiatives help with community engagement and shape an athlete's personal brand and reputation positively.
For example, the Creative Artists Agency (CAA) runs a number of social change initiatives in collaboration with its sports talent. One of these initiatives is the Social Change Fund United, which the agency created for Dwayne Wade, Carmelo Anthony, and Chris Paul to tackle racial injustice. The fund supports organizations that deal with civic engagement, arts and education, health equity, and criminal justice.
How to Choose the Right Sports Talent Management Agency?
As an athlete or a sports professional, you'll have to make an important decision at some point: choosing a talent management agency. When that time comes, keep the following factors in mind.
Reputation and Track Record
The first thing you need to check is whether the agency has a history of success. Do they have a good reputation in the industry? How have they performed with athletes in your particular sport? You want to go with an agency with a successful track record, as they are more likely to have the right connections and resources to help you get where you want.
Take Newport Sports Management Inc. as an example. They have clients playing in the NHL Conference Finals, so you know they understand the sport and can help their clients reach the highest levels of success.
According to Forbes, some of their key clients are Steven Stamkos, Mark Stone, Erik Karlsson, and Matthew Tkachuk. Since the agency has vast experience managing hockey talent, you won't be disappointed with their services.
Comprehensive Services Offered
Sports talent management agencies may provide a host of services, such as contract negotiation, endorsements and sponsorships, marketing and branding, financial planning, philanthropy, entrepreneurship, media training, and career transition. It's up to you to decide which of these services you need. Then, choose an agency that offers your desired services.
Sport-Specific Expertise
Again, you need to select an agency that specializes in managing the sport you play. They will not only know how to navigate the sport's landscape but also have connections within the respective industry. So, they'll be able to help you in networking, too.
For example, Excel Sports Management specializes in several sports, including golf. In 2021, the agency helped Collin Morikawa become the first sportsperson ambassador for the US Bank. He also became the face of the bank's partnership with Youth on Course, thanks to Excel Sports Management's assistance.
For every birdie Collin made, the US Bank donated 5 golf scholarships. Later, the bank also partnered with Morikawa to help with the Hawaii relief efforts. As a sportsperson, you should also aim to choose an agency that can score you partnerships of such scale and influence.
Agency Size and Resources
The agency size you opt for will depend on your specific needs and goals. If you are a rookie player with minimal endorsement deals, we'd recommend going for a smaller agency that can provide more personalized attention.
However, if you want more resources and broader connections, a large agency is a good fit. Take this road if you're already somewhat established.
Agent Experience and Industry Relationships
As a rule of thumb, the longer an agent has been in the industry, the more knowledgeable and well-connected they are. If that's what you're looking for, opt for a sports talent management agency whose agents have extensive sports talent management experience.
For example, at Viral Nation, Jonathan Chanti, the agency's chief growth officer, helps manage talent. He has a decade-long history of representing top athletes like Jose Bautista and Alex Bregman. Plus, he's familiar with the social media landscape for sports, which helps him position sports talent efficiently. So, you know you're in good hands.
Alignment with Personal Values and Goals
The talent management agency you partner with will ultimately also reflect you as an athlete. Select an agency that aligns with your personal values. They should have such an audience impression that when you announce joining them, people aren't surprised.
Working with an agency that's on the same page as you in terms of values and career goals will only make the relationship smoother and more effective.
Networking and Growth Opportunities
Of course, the agency you select should offer you plenty of networking opportunities with other athletes in your field, industry professionals, media publications, sponsors, and major stakeholders.
These connections will ultimately help you grow your brand and find more monetary opportunities down the line. Also, being well-connected means brands will think of you first when considering endorsements or partnerships.
Score the Lead With Top Sports Management Agencies
The global sports talent management agencies we've talked about in this guide can potentially serve as career and financial allies for athletes in a wide range of sports, from football to Golf. Not only do they offer formative connections, but the best sports management agencies also provide athletes with sound career advice and investment opportunities.
Since these agencies play such an important role in how you move through the industry, take your time to select the best fit. Look at sport-specific expertise, past experience, resources, industry relationships, and alignment with personal goals before making this decision.
Your informed decision will spell out your career trajectory, particularly with regard to endorsements and partnerships. Even better, some of these industries also help you through business ventures, merchandise sales, live events, and TV and film projects.
Frequently Asked Questions
What are some useful marketing resources for sports marketers?
Here’s a collection of Influencer Marketing Hub’s marketing resources for sportspersons:
- Top Global Sports Marketing Agencies
- Top Gaming Influencer Agencies
- Top Influencer Marketing Agencies in 2025
- Top Influencer Marketing Platforms to Find Sports Creators
- Top Talent Management Agencies for eSports
- Best Gaming Talent Management Agencies
- Top eSports Agencies for Influencer Marketing
- Best Gambling Marketing Agencies
What are the top talent management agencies in the world?
Here are some agencies that specialize in talent management across different platforms and niches.
What are the best sports talent management agencies in the world?
We analyzed some of the top-rated sports talent management agencies, and found the following to be excellent options.
Sports Talent Management Agency |
Location | Notable Clients | Services |
NeoReach | San Francisco, California | DraftKings, FIFA World Cup 2022 |
Paid media advertising, influencer marketing logistics, marketing campaign optimization |
Moburst |
Tel Aviv, Israel, with offices in New York, San Francisco, and London | PlugSports, Titanbet | Marketing strategy, creative ad content, media buying |
Creative Artists Agency (CAA) | Los Angeles, California, with offices across the US and in London, Beijing, Shanghai, Singapore, Stockholm, Munich, and Geneva | JJ Watt and Reebok, PokerStars: Breakfast with Dwyane Wade and Cristiano Ronaldo, Derrick Henry, Nissan Heisman House |
Draft preparation, broadcasting, endorsements, philanthropy |
WME Agency |
Beverly Hills, California, with offices in Nashville, New York, London, and Sydney | Anthony Edwards, Serena Williams, Novak Djokovic, Scottie Barnes | Strategic partnerships, marketing |
Octagon | Los Angeles, CA, with offices across the US and 17 countries | Liverpool F.C., Josh Giddey, Stephen Curry, Bianca Andreescu, Kolton Miller, Tristan Wirfs |
Wealth management, career development, talent and influencer marketing |
Wasserman |
Los Angeles, California | Giancarlo Stanton, Nolan Arenado, Matt Olson |
PR, career management, event creation, contract negotiations, brand marketing, off-season training, digital strategy |
Which services do sports talent management agencies provide?
Sports talent management agencies offer an array of services. Some are more specific in their service provision, while others take a full-service approach. Here’s how the top agencies fare in this regard.
Sports Talent Management Agency |
Professional Media Representation | Live Events and Publicity | Deals and Endorsements | Digital Marketing | Philanthropic Marketing |
NeoReach | ✔ | X | ✔ | ✔ |
X |
Moburst |
✔ | X | ✔ | ✔ | X |
Creative Artists Agency (CAA) | ✔ | ✔ | ✔ | X |
✔ |
WME Agency |
✔ | X | ✔ | ✔ | X |
Octagon | ✔ | X | ✔ | X |
X |
Wasserman |
✔ | ✔ | ✔ | ✔ |
X |
Which sports do the top sports talent management agencies provide services for?
The top sports talent management agencies cover a wide range of sports, from football and basketball to eSports. The table below shows their specializations.
Sports Talent Management Agency | Sports Covered |
NeoReach | Fishing, sailing, running, rugby, martial arts, Nascar racing, hunting & shooting, hockey, golf, scuba diving, figure skating, football, dance, bowling, bodybuilding, bicycling |
Moburst | eSports, gaming apps, sports trading |
Creative Artists Agency (CAA) | Baseball, basketball, football, hockey |
WME Agency | Pool, track, golf, tennis, skating, basketball, martial arts |
Octagon | Baseball, basketball, football, golf, hockey, Olympics & Action sports, rugby, tennis, soccer/football |
Wasserman | Action & Adventure sports, baseball, basketball, boxing, cricket, cycling, soccer, hockey, golf, NFL, rugby, Olympics & Paralympics |
What are the best sports talent management agencies in the USA?
Since the US is home to a variety of sports, there are understandably many sports talent management agencies in the country. Here are some of the best ones.
- NeoReach
- Moburst
- Creative Artists Agency (CAA)
- WME Agency
- Octagon
- Wasserman
What are the best sports talent management agencies in New York?
According to our analysis, some of the top sports talent management agencies in New York are Roc Nation Sports, Moburst, WME Agency, Excel Sports Management, and Athletes First.
What are the best sports talent management agencies in Los Angeles?
Influencer Marketing Hub analyzed hundreds of sports marketing agencies and found the following talent management firms to be the best in Los Angeles:
- Roc Nation Sports
- Creative Artists Agency (CAA)
- Octagon
- Wasserman
- Independent Sports and Entertainment (ISE)
- Excel Sports Management
What is a sports management agency?
A sport management agency handles contract negotiations, client endorsement deals, and more. In addition, sport management agencies are in charge of recruiting new talent and management marketing and promotions.
What do sports marketing agencies do?
Sports marketing agencies offer a wide array of services to their clients. One of their main functions is to represent athletes in contract negotiations. Other services include promoting their clients, providing consulting services, and working with brands that want to leverage sports for their marketing efforts.
What is the best sports marketing agency?
One of the best and oldest sports marketing agencies is Creative Artists Agency (CAA). Other notable sports marketing agencies include WME Agency, Octagon, Wasserman, and Excel Sports Management.
What are the three types of sports marketing?
- Marketing of Sports: This type promotes sports, events, and organizations or teams and is considered to have a direct connection to sports.
- Marketing Through Sports: This refers to promoting products or services using popular sports and athletes.
- Grassroots Sports Marketing: This refers to promoting sports and making it more appealing to encourage an audience to participate in.
Who is the biggest sports marketing company in America?
Creative Artists Agency is the biggest sports marketing company in the USA. It represents over 2,000 of the world’s top athletes in various sports and has consistently been recognized by Forbes as the Most Valuable Sports Agency. Forbes also estimates that the agency manages over $14 billion in active playing contracts and $3.8 billion in non-playing contracts.