Devin Harris

ENP-7320-MB900

Final Project: (Part 1) The Industry and the Company/Market Research and Analysis – Draft

March 21, 2024

Sports Marketing Agency

The Industry and the Company (Starts on page page 171)

 The Industry

A sports agent may offer services like contract negotiations, marketing and promotion,

career planning, and financial advice. Sports agencies provide extra benefits, including legal

counsel, tax advice, and media relations. The sports industry, the largest global entertainment

industry, significantly boosts economic conditions through the popularity of sports like the

Olympics, the football world cup, NBA, and more.

 The company and the concept

A professional sports representation and scouting agency, the Harris Excel Management

Group based in New Jersey provides sports services for athletes and teams. Sports

representation services will be provided to domestic and international clients as part of the

company's full-service offering.

 The product(s) or service(s)

 Through the agency's services, athletes are guaranteed a well-rounded and comprehensive

approach to enhancing their athletic, personal, and professional capabilities. Services provided

will consist of:

 Contract negotiation and execution with sports teams and leagues

 Providing training, sponsorship, and financial advice to athletes

 Providing endorsement and marketing advice to players

 Supporting a player’s transition to retirement

 Assisting the family of a player with concierge services

 Organizing and executing special events for players or teams

 Organizing a player’s or team’s travel and accommodations

 Media relations assistance for a player

 Maintaining a team’s website and social media accounts

(Capital, 2022)

“Video is an excellent medium for storytelling. It allows sports marketers to portray the

human side of athletes, showcases team spirit, and highlight the rigorous training and

dedication behind each victory. Such compelling narratives not only humanize athletes and

teams but also serve to inspire and engage fans on a deeper level” (Marcus, 2023).

 Entry and growth strategy

Providing the highest level of service and support to clients than any other sports agency in

the United States is the goal of this sports agency; becoming the exclusive agent for all

professional athletes in the country will be its achievement. The main drivers of the expansion
are the popularity of sports leagues and competitions, the rise in the number of professional

athletes, and the rising amount of money being invested in the sports business.

Market Research and Analysis (Starts on page 172)

 Customers

What factors are the athletes considering when choosing an agency:

Brand management is all about creating and maintaining a positive image for your team. This

can be done through things like developing a team website, creating promotional materials, and

handling social media.

Event planning is another important service that a sports marketing agency can provide. This

includes things like organizing fan days, arranging appearances by players and coaches, and

coordinating ticket sales.

Media relations is another key service offered by sports marketing agencies. This involves

working with local and national media outlets to get coverage for your team. This can be done

through things like writing press releases, pitching story ideas, and arranging interviews.

 Market size and trends

The global sports agency services market size was USD 3.67614 billion in 2022, as per our

research, the market is expected to reach USD 10.27 billion by 2031, exhibiting a CAGR of

10.94% during the forecast period (BRI, 2024). Over the next three years, the number of

agencies, clients, and money spent on sports agency services is expected to increase. “The

Sports Agent Responsibility and Trust Act prohibits certain conduct by sports agents relating to
the signing of contracts with student athletes. It makes it unlawful for an agent to directly or

indirectly recruit a student athlete by giving any false or misleading information, making a false

promise or representation, or providing anything of value to a student athlete, or anyone

associated with the athlete, before he or she has entered into an agency contract” (FTC, 2004).

 Competition and competitive edges

There are several different markets for sports agency services. You have well-known

organizations like IMG and Optimum that are in charge of representing most professional

athletes. However, other small to medium-sized firms are equally capable of effectively

representing their customers. Then there are the new, emerging agencies attempting to

establish themselves in the market. It's critical to select the type of sports agency that suits you

and your demands because each has unique strengths and shortcomings (BRI, 2024).

As more and more people turn to home entertainment technologies like game consoles and

VR headsets, the sports market is facing a new challenge. The rise of on-demand streaming

services such as Netflix, Amazon Prime, and Disney+ is causing a decline in the demand for

sports events worldwide. On-demand video services like Netflix, Amazon Prime, and Disney+,

which have become increasingly popular, are having a detrimental impact on the global sports

market.

 Estimated revenue

The company expects to generate revenue by charging commissions on contracts it

negotiates for clients. The purpose of writing a business plan for a sports agency is to help in
contract negotiation, marketing, public relations, financial planning, and investment advice.

Also, the sports agency sales business generates revenue by selling sports merchandise, tickets,

and other services (Capital, 2022). There is no expectation of big spikes or dips in sales at our

sports agency; instead, we anticipate steady revenue throughout the year.

 Ongoing market evaluation

The global COVID-19 pandemic has been unprecedented and staggering, with the market

experiencing higher-than-anticipated demand across all regions compared to pre-pandemic

levels. The sudden rise in CAGR is attributable to the sports agency services market growth and

demand returning to pre-pandemic levels once the pandemic is over (BRI, 2024).

Some key factors in valuing a sports marketing agency:

Market Analysis: Conduct an in-depth analysis of the sports marketing industry and identify

current market trends, opportunities, and potential challenges. This will help assess the demand

for sports marketing services and the agency's position within the market.

Client Base: Evaluate the agency's existing client base and assess the quality of clients. Consider

factors such as client diversity, revenue generated from major clients, and the duration of client

relationships.

Competitive Advantage: Determine the agency's unique selling points and competitive

advantage in the market. This could be expertise in a specific sports niche, a strong network of

contacts, or innovative marketing strategies.

Industry Growth Potential: Assess the growth potential of the sports marketing industry,

including factors such as the increasing popularity of sports, emerging technologies, and overall

market expansion. A growing industry indicates potential future growth for the agency.