Imagine this: One day, you are the one negotiating a multimillion-dollar sponsorship for Rihanna, and the next, you are mapping out a strategic campaign to boost Lionel Messi’s brand. You are behind the scenes as an agent or business manager; handling deals and promotions that power their careers.
They are responsible for handling the business side of their clients’ careers—whether it is negotiating contracts, securing sponsorships, managing finances, or planning promotional strategies. Their goal is to ensure that their clients can focus on their creative or athletic pursuits while maximizing their financial success.
Total employment: 18,600 (2023)
Common Names for Agents and Business Managers of Artists, Performers, and Athletes
Depending on their clients, these professionals may also be called:
- Athlete Marketing Agent
- Booker
- Booking Agent
- Entertainment Specialist
- Literary Agent
- Talent Agent
- Theatrical Agent
What Do Agents and Business Managers of Artists, Performers, and Athletes Do?
Agents and business managers are the bridge between talent and opportunity. They:
- Negotiate contracts and salaries: They secure the best financial terms for their clients by negotiating key agreements.
- Secure endorsement deals: They identify and close profitable brand partnerships that align with their clients’ image.
- Manage schedules and public appearances: They coordinate their clients’ time, organize events and ensure public appearances are well-planned.
- Handle financial planning and tax matters: They manage budgeting, investments, and taxes to ensure financial security for their clients.
- Promote clients to potential employers or sponsors: They actively seek new opportunities, marketing their clients to potential sponsors and employers for career advancement.
They are often the key to unlocking lucrative opportunities for their clients in industries like music, film, sports, or entertainment.
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