Client management and representation in sports marketing agencies

Sports

Client Management and Representation

This is the crux of sports management and marketing. Clients form the backbone of the business. Client management refers to the acquisition of a viable client base, and the retention of that client base via value-added services. Management includes consultation services and the provision of counsel when needed. Client representation entails the contractual obligation to the client to serve as his or her spokesperson or representative. For example, the sports manager acts as a liaison between the client and the sponsors, team owners/managers, and the media.

Client Marketing and Product Endorsement

The client often requires marketing and product endorsement services to maximize his or her value and potential. Marketing services include helping the client improve his or her "packaging," in terms of image management. Promotion, pricing, and other aspects of the traditional marketing mix also come into play when managing a client. Product endorsement may be one of the tools used to market the client; the sports manager helps to negotiate an attractive contract keeping the client's best interests at heart. For example, the sports manager actively seeks new endorsements as well as re-negotiating existing contracts.

3. Event Creation and Development

Event creation requires a special set of skills related to project management. Large-scale events (for example, the Sony Open in Key Biscayne) require extensive coordination, delegation of tasks, and communication with a wide range of stakeholders. Moreover, the development of sports-related promotional events requires creative thinking. Novel uses of the media, including social media, are called for when creating virtual events (such as online competitions for fans). Fundraising for charities is another avenue of event creation and development. Development of recurring events, such as annual competitions, can prove lucrative for all stakeholders.

5. Television Development and Production

Television development and production includes communication with local and cable networks and their program directors. The timing of scheduled events, and whether the events are broadcast live or not, are important considerations in television development and production. For example, the event might conflict with a movie or other feature vying for the same position or time slot. The sports manager needs to oversee the tone and nature of the coverage.

6. Sponsorship Solicitation and Consulting

Corporate sponsorship can be lucrative for client and agency, especially when long-term relationships with a sponsor are formed. Therefore, the sports manager actively seeks corporate sponsors to work with a number of different clients in creative and productive ways that are mutually beneficial. The same is true for events planning, as corporate sponsors can be solicited to sponsor the events. Consulting services will be provided to clients and all stakeholders, to alert clients of their contractual obligations to the sponsor. For example, the client might need to be informed that his or her image needs to remain clean or else the contract would be violated.