Sports marketing agencies are evolving, according to a new article on Digiday. They’re turning into hybrid models that combine multiple elements like content creation, talent management, and influencer matchmaking.
Klutch Sports Group for instance, which works with 60 NBA and WNBA players, manages brand deals on top of its usual agency services. “We handle everything off the field and off the court,” Eric Eways, head of marketing at Klutch said.
Digiday also claim that these agencies have “emerged in parallel with a gradual shift inside sports marketing, as relationships between sportspeople and brand patrons come to resemble that of influencer and advertiser.” In short, athletes don’t have enough time to handle social media obligations, and so, in turn, agencies are more than happy to fulfill that role.
According to Digiday, this shift by sports management agencies reflects how athlete-brand relationships are also transforming, with a bigger emphasis on short-term sponsorship deals driven by social media influence as opposed to traditional media. Other management agencies that have combined business models similar to Klutch include Status Creative, Ten Toes, and B-Engaged.
Sophie Berman, head of talent influencer at Havas Play UK, told Digiday that these companies represent “a new breed of agency.” Which could mean big things for the future of both sports and the creator economy.
