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I recently had to put together a Social Media Presentation on Tom Brady's use of social platforms. Enclosed are my thoughts, recommendations, and overall impact of implementing these new ideas. Hope you enjoy, just click on the youtube link for the video.
http://www.youtube.com/watch?v=YcYKqocHIg4
Anthony Reeser
16 October, 2011
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Interview with Kelli Masters
I was fortunate enough to interview owner/ceo Kelli Masters with Kmm sports. She is a partner at her law firm practicing business litigation and runs her own sports agency as a separate entity. Growing up she was one of the top baton twirlers where she had traveled the world to compete, which gave her a sense of athletic competition. After working in the legal field since 2000, Kelli branched out and in 2004, she registered to become a sports agent where she first represented Olympians, then eventually expanded out to baseball and the NFL. Currently Kelli’s NFL client roster consists of 3rd round draft pick of the 2010 Gerald McCoy who plays for the Tampa Bay Buccaneers. She also has other notable clients that play for the Dallas Cowboys, and Indianapolis Colts.
I spoke to Kelli on October 14th 2011, as she was wrapping up duties with her law firm.
I was curious to see how Kelli first got started in the industry and she had stated at first she never intended to become a sports agent, but knew she wanted to practice law. She had represented Olympian Guard Young where she had met through college and was able to secure endorsement deals and various public speaking appearances for him. She stated, “ I really enjoyed the inner-workings of the business aspects of sports and wanted to expand in other sports arenas”. I notice you have signed Gerald McCoy which was a top 5 draft pick in this past draft, how did you recruit him? Kelli actually met Gerald McCoy about 5 years ago at a high school church function where he was the guest speaker. Kelli had a chance to meet with the parents and gave her business card to them stating if he ever needs representation down the road call me. Gerald ended up going to Oklahoma Kelli’s alma mater where eventually Gerald’s parents gave her a call. Kelli stated it was highly competitive to sign him because she had to compete with a lot of other agencies trying to sign him. In the end it was between another firm and Kelli so to make things work, Kelli and the other sports agency partnered up to help Gerald in the draft.
Kelli went on to describe the draft as one of the most exciting and nerve racking experiences because of the anticipation, but really enjoyed seeing Gerald’s family proud of their son being picked so early in the draft. What is the NFLPA process for someone that wants to be certified to become an agent? Kelli stated you have to go to the www.nflplayers.com website where you have to register and pay the fee for the exam which is offered once a year in Washington D.C. The deadline runs from January 1st to January 31st the fee runs around $1300, once you pass the exam you have to take out liability insurance which varies from state to state in price, and pay another additional fee to represent athletes in a particular state. Kelli really stressed that starting out especially on your own can get really expensive. A perfect example of this would be when you sign a player they need additional training before entering the NFL combine which can cost upwards from $15,000 to $20,000 and hopefully if they make an active roster you might break even.
Kelli it seems like the business can be very tough and challenging to break in especially if you do not have the financial means or support, knowing what you know now, what advice can you give someone looking to get into this field? Your best bet would simply be getting an internship with a team, union, or a sports agency. That way you can see first hand behind the scenes what really takes place as a business point of view, ideally if you can get hired by a sports agency which will back you in recruiting players even better.
After speaking with Kelli I found out invaluable information about the sports industry world where sometimes you have to partner up with another firm just for a deal to work. More importantly the challenges one must face when going into this line of work. Kelli told me that this is not an overnight business endeavor, but takes years of hard-work, patience, and consistent dedication in order for it to work. For Kelli she stressed that in the end it was well worth it because of her passion in the field and how far her company has come. Having this opportunity to speak with Kelli was an eye-opener on what kind of financing, challenges, and paperwork you must do in order to licensed by the NFLPA. More importantly being strategic about starting off in the field. Kelli brought up a good point on being able to identify talent because you do not want to waste money on a client that never gets drafted or signed onto a team. It can be a very expensive lesson which especially starting out you have to be extra careful. I’m glad I’m doing extensive research into this field because I now have a basis of the costs, roadblocks, and challenges I have to face just getting started in the field.
14 October, 2011
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After reading the following article “Sports Still Draw Fans Despite Recession” I was not surprised especially in the South that despite a bad economy fans were still attending games of their favorite college or professional team and still doing well financially. Bigger well know colleges such as LSU, Alabama, and Florida have a huge following from always being in the hunt for a national championship. Over the years they have created fan loyalty that despite tough times, fans make it a priority to attend or watch games. A major sporting event for many people is a release from everyday life and a way to bond with friends and loved ones. Being able to have a beer, yell at a your favorite team, hi-five your buddy during the game is a definite stress reliever for most.
Unfortunately for the not as popular teams or teams that struggle to win across the spectrum of sports, are struggling to generate revenue in many different ways. Thus resulting in poor attendance at games, job layoffs, and in some cases shutting down of the whole league, such as the Arena Football League. Even Nascar and Major League Baseball have felt the effects of the economy and have to figure out creative ways to keep the fans coming back. Being an owner or investor of a team can be a headache due to the large overhead to pay for the stadium, players, concessions, etc. But by strategically thinking outside of the box even unknown losing teams can sustain the recession and bring fans to watch the game.
One concept teams can incorporate would be the use of specialty discount websites such as Group on. Consumers are cutting back more than ever and are conservative on what and how they spend their money. By create a partnership with these vendors, fans can still get tickets for a discounted price which in result they will feel they are getting a deal to attend the event. Most of the time it is getting the fans inside the stadium where they end-up spending more money on memorabilia and concessions. By strategically offering this limited deal will drive business to arenas and stadium thus resulting in additional revenue.
Another concept would be to offer additional extra curricular activities outside of the sporting event. Maybe build a mini entertainment center in the arena where people can go to eat at a restaurant, watch a movie, or even go dancing. This will generate more revenue and put in the consumers mind, hey we cannot also watch a sporting event here but also catch a movie and some dinner. By marketing subconsciously to the consumer that this specific arena or stadium is a place to go for all our entertainment needs will not also spread the word but make it a regular destination.
Lastly another option is seek additional help in advertising and marketing by hiring a new consulting agency. Sometimes fresh, innovative ideas can kick start revenue streams, due to the fact that fans have not seen that type of promotion, sponsorship, or event. Arena Advertising expresses there is never an idea too old or that has not been tried before, sometimes it comes down to understand the market and thinking out of the box. Which with the economy nowadays, one must be strategic in order to fill the seats in the stadiums and arenas. According to NCAA.org you have to convince the public that the product being promoted is a commodity that they either want or need. One must be able to understand key trends, interest of the audience, and opportunities to bring back fans, alums, and students.
Even though the economy is not as good as it has been in the past decade, people our passionate about sports and dedicated to their favorite teams whether college or the pros. It is getting them to come back on a consistent basis even though the team is not doing as well is the hard-part. But by offering various incentives, deals, and specials will entice even the hardest critiques. Ultimately it is creating that special experience for that person in attendance that will want to come back for more.
http://www.youtube.com/watch?v=UKOEZ1LlSlo
Resources:
08 October, 2011
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With the addition of enormous national TV contracts and a huge spike in NFL popularity, league revenue last year was about $8.5 billion; one of the biggest stories in the past decade has to be the growth of the NFL.
From going to your local sports bar on Sunday, to watch your favorite team, in your brand new jersey you bought to show your team support one can’t help but notice the popularity of the NFL in recent years. It has become a part of everyday culture as fans talk about how well their team faired at work, joining fantasy football leagues, and more importantly religiously watch almost all of the games scheduled, regardless if there team is playing or not. The NFL has become more popular year after year Nielsen reported “last year the average viewership of SB XLIV was 106.5 million viewers, which surpassed the series finale of M*A*S*H as the most watched telecast of all time” Whether it is we identify ourselves with a team, or use it as an outlet to bond with friends and family everyone is constantly looking towards Sunday as an escape. With the addition of social media, and the advancement of technology on how easy it has become to watch football, the growth of the NFL will continue to grow.
Business has been very lucrative for the NFL consistently, that commissioner Roger Goodell wants the league to reach $25 billion in revenue by 2027, which basically mean $1 billion in additionally revenue would have to happen each year to reach that milestone. With numerous teams and individuals breaking NFL records it will only add to the excitement the NFL provides for its fans. More importantly with a cast of heroes, villains, controversy, media, and intriguing storylines, I would say the NFL has a great shot on achieving that goal.
*Enclosed is a link that highlights other key moments this past decade in sports Watch this CNBC video, “The Biggest Plays in Sports Business”: http://www.cnbc.com/id/15840232?video=1368367744
Resources:
26 September, 2011
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I recently had the chance to speak with Alex Snowden (CEO/Owner) of Hitz Sports Management in regards to getting an internship in the sports agency field and the future of sports recruiting. I wanted to focus the interview on objective criteria, separating the people from the problem and mutual benefit.
Alex how did you get started in the industry?
I first interned at a small boutique firm called 4th and 1 sports management where I was able to learn the business from recruiting, contract negotiations, and endorsements. After I felt I had a grasp and understanding of the business I decided to open up my own firm.
What changes have you seen in the past few years?
One of the bigger sports agency firms IMG started IMG academies in Florida, which is a huge drawing pool for a lot of young professional athletes to come out of. Essentially IMG academy recruits kids at young age and help develop their skills, so when the kids are older, IMG has the first opportunity to recruit them. Which is unfair and unethical but it is hard to compete with bigger firms that have deep pockets and can get away with stuff like that. Another big change within the industry is social media and how agents use it to scout, recruit, market, and retain clients.
How do you recruit players?
First of all you need to live in an area where there is a variety of university within driving distance. Building relationships with scouts and coaches help tremendously because they can refer you athletes that might need representation. More importantly meeting with the player and the family is the best way to ultimately recruit.
What advice can you give somebody trying to break into the industry?
The best way to get started in the field would be an internship with a reputable company. One should look at their website, players represented and services they provide to make a sound decision. More importantly one has to be willing to relocate if this is something that they really want to do. Knowing how to think out of the box and being tech savvy goes a long way too when firms are deciding who they want to hire. Lastly have a passion for this line of work and work really hard.
Resources:
www.sportsagentblog.com
06 September, 2011
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This past Friday FIBA announced it would allow NBA players under contract to play in its various leagues during the lockout, only if the deals they sign come with opt out clauses. Meaning when the league and players come to an agreement they would have to return to the states and play for their teams.
Playing overseas has become a viable option for many players due to the lockout and many big name stars are considering playing to keep in shape and enjoy the game they love. Some names such as Kevin Durant, Carmelo Anthony and Dwight Howard have mulled over the idea. This past Monday the NBA took legal action on the players filing two claims for being uncooperative in negotiations for a new collective bargaining agreement and making threats to dissolve the union. A similar situation happened with the NFL in regards to the decertification of the union this year. Both sides have to want to work together collective in order for these issues to be resolved.
The team owners want significant changes to the league’s salary structure where owners can recoup some of the losses they have occurred in the past years. Owners are claiming they have lost roughly $300 million last season alone. Players are at a standstill because owners want to reduce salaries and contract lengths for the players.
For this to be resolved owners and players have to understand in order for the league to start operating again there has to be compromise. If we can get a deal that is fair for the both sides where it makes sense, I believe the league will start again in late October. If not get ready for a shortened season much like the last lockout in 98-99, which it took nearly 5 years to regain a sold fan base again.
References:
www.nba.com
www.espn.com
02 August, 2011
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I wanted to write and comment on an article I came across involving an interview with Sports Agents. To the outside world being a sports agent seems like a glamorous job with riches and notoriety. But the truth is to get there takes patience, resilience, and determination for the long haul.
The interview I read was with Jack Bechta who is an NFLPA certified advisor who has over 20 years of negotiating deals for NFL players. Jack is the CEO of JB Sports and has negotiated over 200 contracts. In the interview Jack stressed how client stealing is normal among NFL agents, especially when a great player is considering the free agent market. This can be challenging for smaller firms because they might not have all the resources to convince the player to stay with the firm. The NFL should have some kind of clause that would give a timetable or stipulation in the player and agent contract that would not allow them to leave suddenly.
Jack stated it took him about 5 years to become a full-time agent and you would need about $100k to get started. This alone shows that if someone is trying to get in the business they have to be in it for the long haul in order to see results. There is a lot to learn about the profession from the collective bargaining agreement, contract clauses, and effective recruiting. It takes time for one to build their client roster and build a name for your company and brand.
For anyone trying to get in the sports industry world, or any other field I would say the most important component is be passionate about what you do and believe in. You should ask yourself if I could work for free what do I see myself doing? Hopefully this posting gave a better understanding and insight on Athlete Representation.
References:
www.sportsagentblog.com
www.nationalfootballpost.com
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