How to Become a Sports Agent - Education & Experience

While their fame may not approach that of their often well-known clients, sports agents nonetheless represent one of the better-known aspects of the behind-the-scenes work done in the world of professional sports. Sports agents advocate for the players, teams, or organizations they represent, negotiating contracts and handling many different jobs for them.

While the classic image of a sports agent may involve negotiating a contract to play for a specific team, the modern work of these individuals can involve the management of assets or the marketing and promotion of a player’s image or likeness. With the many opportunities now offered to players in the digital era, a modern sports agent may also be involved in licensing agreements for video games or appearances on television, podcasts, or streaming platforms.

Additionally, the day-to-day of the modern sports agent is also heavily contingent on the specific sports of their clients and their respective levels of fame and income. While soccer legends like Ronaldo or Messi may command millions of dollars in payments and guarantees, sports agents are also a part of niche sports like surfing or wildwater kayaking.

Regardless of the sport, however, the modern agent is responsible for representing their clients’ best interests, and for putting together deals and agreements that reflect their values and needs.

According to the Bureau of Labor Statistics (May 2022), individuals who fit into the category of “Agents and Business Managers of Artists, Performers, and Athletes,” command a mean wage of $120,100 a year, making this a profession with very high-income potential. However, the world of sports management is also very competitive, with only a small percentage of individuals reaching their goal of representing top-tier athletes. Much like the athletes that they represent, reaching the top tier of this profession is anything but guaranteed.

However, for highly motivated people passionate about their goal of working in the world of sports, this demanding career may be just the right fit. Individuals who enjoy travel and are resilient in the face of the fast pace and high stress that are hallmarks of professional athletics, sports management, and agency may be the perfect fit. But how to get there? This guide is intended to assist those who are looking to enter into this profession and to provide some workable information to begin planning the first steps into this exciting and dynamic career.

Valuable Skills for Prospective Sports Agents

As a diversified and multi-layered profession, no two sports agents will be exactly alike. However, there are a few skills and interests that will serve prospective sports agents well, and that may make their entry into this high-intensity career a bit easier.

Knowledge of and Interest in Many Sports

This may sound like a given, but because many sports agents work many overtime hours and spend quite a few years before landing where they want to, a passion for sports is a great prerequisite for those hoping to enter the field.

Good Communication Skills

In an interview with the legendary Leigh Steinberg, the well-known sports agent emphasizes that a good agent is nearly always a good talker. Agents aren’t just people that review contracts in a quiet office environment but often function as an athlete’s most influential advocate to the outside world. As such, strong communication skills and an interest in speaking to people from various backgrounds and walks of life are vital for future sports agents.

Attention to Detail

Agents are often their clients’ first and last line of defense when reviewing contracts, agreements, and other businesses. As such, they are expected to be thorough and detail-oriented, ensuring that no unwanted or unexpected clauses slip by and result in unfavorable outcomes for the athletes they represent.

MLB agent Joshua Kusnick describes in an interview with Bleacher Report how his clients rely on him to keep their best interests in mind and be detail-oriented where they may need more training, time, or interest.

Becoming a Sports Agent – Step-by-Step Guide

Step One: Earn a Bachelor’s Degree (Four Years)

As opposed to the many other professions with a specific educational requirement, sports agents per se do not have to earn a four-year college degree, or attend a university in order to do their job. However, a four-year degree is highly recommended because of the increasing complexity of this profession and the high competition for internships and other entry-level opportunities.

Additionally, an ever-increasing number of universities now offer courses and degree plans geared explicitly toward this profession. While some individuals may still work themselves up the ranks, the self-taught path into this profession carries a far more significant risk for those who choose to pursue it. As individuals hoping to become sports agents without the aid of a four-year degree will likely compete with those with one, they should be very confident of their abilities and qualifications before deciding to forego higher education entirely.

Listed below is a curated selection of bachelor’s programs with a focus or emphasis on sports management.

Ohio University

Ohio University prides itself on hosting the oldest sports management program in the country, which has been in continuous operation since 1966. Ohio University’s program strongly emphasizes connecting its students with real-world opportunities and claims on its program website that some students receive offers from viable employers while they are still enrolled. An overview of the required courses that sports management students at OU are expected to take may offer a good idea for individuals interested in this program:

• Introduction to Sports Administration
• Practicum in Sport Management
• Sport Data Strategy and Innovation
• Sport Facility and Event Management
• Diversity, Equity, and Inclusion in Sport
• Sport Ticket Sales and Revenue Streams
• Bobcat Sport Consulting

Ohio University’s degree plan is not strictly aimed at prospective sports agents and managers, and it also counts sports administrators and related careers among those that its graduates pursue.

• Location: Athens, OH
• Accreditation: The Higher Learning Commission
• Expected Time to Completion: 48 months
• Estimated Tuition: Resident ($12,840 per academic year); non-resident ($22,810 per academic year)

University of Maine

The University of Maine is located in the small town of Orono and offers a bachelor’s of science in business administration in sport management (as opposed to “sports” as it is called at some other universities).

A BSBA is a business-oriented degree and as such, the program offered in Orono strongly emphasizes economics and management principles. The U of M coursework may be a perfect fit for individuals who are looking to get a firm grounding in these areas before moving on to specialize via a master’s degree or through employment opportunities.

• Location: Orono, ME
• Accreditation: New England Commission of Higher Education
• Expected Time to Completion: 48 months
• Estimated Tuition: Resident ($11,986 per academic year); non-resident ($33,586 per academic year)

Rider University

Rider University is located in Lawrenceville, New Jersey, and offers interested students a BSBA in sport management. In its materials, Rider emphasizes its location in the vicinity of multiple large sports franchises on the east coast and the sports media hub in the greater New York City and New Jersey area.

Rider focuses on a practical approach to its coursework called “engaged learning,” which is mainly geared towards real-life scenarios that mirror those that future sports agents, managers, and other individuals should expect to encounter once they are employed.

• Location: Lawrenceville, New Jersey
• Accreditation: Middle States Association of Colleges and Schools
• Expected Time to Completion: 48 months
• Estimated Tuition: $35,850 per academic year

Seton Hall University

Seton Hall University, located in Orange, NJ is another New Jersey school with a strong emphasis on educating its students with an orientation towards the work environment they are preparing for.

Seton Hall is a Catholic university whose history reaches back to the 19th century, making this a good fit for students looking for a learning environment that fits with that specific religious belief, or those hoping to enter an institution with a long and storied history. Like its cousin Rider University in Lawrenceville, Seton Hall can boast proximity to the sports and sports media hubs on the east coast. According to its website, graduates from Seton’s BSBA program are now working for the following employers, among others:

• New York Yankees
• NBA
• Prudential Center
• Brooklyn Nets
• PGA
• Madison Square Garden

Seton Hall may be the perfect place for students hoping to make their mark on the east coast and attend one of the U.S.’s older universities.

• Location: Orange, New Jersey
• Accreditation: Middle States Association of Colleges and Schools
• Expected Time to Completion: 48 months
• Estimated Tuition: $23,190 per academic year

University of Florida

Deep in the south of the US, the University of Florida in Gainesville offers students another BSBA program in sport management. UF focuses on many of the principles that are a mainstay of non-sports related programs, such micro- and macroeconomics, as well as business administration and management principles.

The university’s College of Health and Human Performance offers the BS program. It features tie-ins to UF’s active and expansive offerings of collegiate sports and sport-related educational offerings. A degree in Gainesville may be the perfect option for students hoping for a learning experience with proximity to the many professional sporting associations in Florida.

• Location: Gainesville, Florida
• Accreditation: Southern Association of Colleges and Schools Commission on Colleges (SACSCOC)
• Expected Time to Completion: 48 months
• Estimated Tuition: Resident ($6,381 per academic year); non-resident ($28,659 per academic year)

Step Two: Complete an Internship (Timeline Varies)

While the proper educational credentials can play a significant role in burnishing one’s resume for work as a sports agent, internships provide the tools, skill sets, and contacts that can make all the difference in helping a fledgling career take off. Which internship is right depends entirely on the aspect and area of this industry that a person is interested in. People are who hoping to work as agents in the realm of football, for example, may seek out an internship in a firm such as the JL Sports Agency,
Which specializes entirely in this particular sport. Individuals interested in more of a niche sport may work with an individual agent or a boutique agency that has already garnered success in that particular field.

Step Three: Pursue an MBA Program (Optional, Two Years)

Earning an MBA can provide numerous benefits for individuals pursuing a career in sports agenting. While an MBA is not a strict requirement for becoming a sports agent, the skills and expertise gained through such a program can significantly enhance one’s career prospects and professional growth.

The comprehensive business education an MBA program provides, including coursework in management, finance, marketing, and negotiation, can be invaluable in the highly competitive world of sports agenting. Additionally, MBA programs often offer excellent networking opportunities, connecting students with industry professionals and potential clients.

Southern New Hampshire University

Southern New Hampshire University’s (SNHU) online MBA program offers a flexible and accessible educational experience for professionals seeking to advance their careers in various industries, including sports agenting. This program equips students with a solid foundation in essential business principles such as management, finance, marketing, and leadership while allowing them to customize their education through various elective courses.

SNHU’s online format enables busy professionals to balance their studies with work and personal commitments, making it an appealing option for those looking to enhance their skills and expertise without disrupting their current career path.

• Location: Manchester, New Hampshire
• Accreditation: Accreditation Council for Business Schools and Programs (ACBSP)
• Expected Time to Completion: 15 months
• Estimated Tuition: $627 per credit

St. Thomas University

St. Thomas University’s online MBA program provides a flexible and comprehensive educational experience for professionals seeking career advancement in various industries, including sports agenting. This program lays a strong foundation in essential business principles such as management, finance, marketing, and leadership, while offering students the opportunity to tailor their education through various elective courses.

The online format of St. Thomas University’s MBA program allows busy professionals to balance their studies with work and personal commitments, making it an attractive option for those looking to enhance their skills and expertise without disrupting their current career trajectory.

• Location: Miami Gardens, Florida
• Accreditation: Southern Association of Colleges and Schools Commission on Colleges (SACSCOC)
• Expected Time to Completion: 12 months
• Estimated Tuition: $530 per credit

University of West Alabama

The University of West Alabama’s (UWA) online MBA program offers a flexible and comprehensive educational experience for professionals seeking career advancement in various industries, including sports agenting. This program provides students with a strong foundation in essential business principles such as management, finance, marketing, and leadership while allowing them to customize their education through a range of elective courses.

UWA’s online format enables busy professionals to balance their studies with work and personal commitments, making it an appealing option for those looking to enhance their skills and expertise without disrupting their current career path.

• Location: Livingston, Alabama
• Accreditation: Southern Association of Colleges and Schools Commission on Colleges (SACSCOC)
• Expected Time to Completion: 12 months
• Estimated Tuition: $429 per credit

Step Four: Start an Agency (Timeline Varies)

While this is certainly not a requirement, especially for people hoping to stay employed with a larger agency, starting off on their own has often been the first major step for those individuals who now run their own successful agencies. It is important that aspiring sports agents branching out on their own feel ready to take on the myriad number of tasks that they will be expected to fulfill, as well as have the proper contacts to connect their talent with the organizations, teams or associations they wish to work with.