How to become a sports agent: education, requirements, and skills

If you’re not an athlete, becoming a sports agent is one of the more high-profile and rewarding ways to forge a career in the sports industry. Top agents are powerful figures in any given sport, shaping all-star careers while producing contracts and endorsements worth billions and earning millions in commission.¹ The job can be fast-paced and very lucrative at the highest levels.

For anyone with a passion for sports, a sports agent may be their dream job. But how do you become a sports agent? What are the qualifications required, and what does the role entail beyond contract signings and court side seats? Read on to better understand how to break into the sports industry and become a sports agent. See how the the online master's in sport management* program at the University of Kansas can help you acquire and refine the skills necessary to flourish in your chosen field.

As British sports agent Michael Ede puts it, an agent is a brand manager, scout, marketer, negotiator, counselor, and friend, all rolled into one, for every client.² Agent Hector Rivas identifies four core areas that an agent can expect to handle regularly:³

1. Contract negotiation: The bread-and-butter work of securing fair compensation for your clients
2. Brand building: Developing endorsement deals and other off-field revenue streams for your clients
3. Financial and legal advice: Helping clients plan and manage their affairs to secure their future beyond their playing career
4. Career development: Working with clients to transition from playing careers to the ventures and roles that will sustain them after they retire from the game

Additionally, as a key and trusted advisor, agents can expect clients to call on them for advice and support during difficult moments in their careers. Helping a player deal with injury, loss of form, family issues, or social media drama can be as much a part of the job for a sports agent as negotiating signing bonuses and image rights.

Estimates of the number of sports agents in the US vary significantly. Per the U.S. Bureau of Labor Statistics, there were almost 13,000 people working as "Agents and Business Managers of Artists, Performers, and Athletes" in 2023.⁴ An IBISWorld market research study identified the U.S. market for Celebrity and Sports Agents as comprising nearly 63,000 employees working for more than 40,000 businesses, representing nearly $17 billion in annual revenues.⁵ However, only a fraction of these professionals are full-time sports agents; the rest are agents for other celebrities, artists, and performers.

Sports agents work in a competitive field, where it can take several years to obtain the right combination of qualifications and experience to be a fully-fledged agent. Basketball analyst Matt Babcock describes his journey through the industry as starting in 2006, but it wasn't until 2010 that he felt he was doing "real agent work."⁶ Even then, as he spent a season working out endorsement deals and chasing opportunities for Lakers star Ron Artest, he was not the primary contact for his client. "I was grinding day in and day out but was kept at arm's length. I didn't even have Ron's phone number," he recalls.⁶

Becoming a sports agent is a process that requires high levels of determination, patience, and commitment.

There is no single specific qualification for becoming a sports agent. But in a competitive field, employers can afford to be selective, and it's increasingly rare to find a sports agent who doesn't have a bachelor's or more advanced degree.

In some cases, you need proven, formal qualifications to be certified to work as an agent in a particular league. For example, the NFL Players Association requires agents to have both an undergraduate and postgraduate degree, such as an online master's in sports management.⁷

Succeeding as a sports agent demands a diverse set of skills. Top agents are persuasive communicators, strategic negotiators, and confident leaders with a deep understanding of athletes’ needs and motivations. Equally important is a strong grasp of sports industry regulations, league operations, and contract law.

Beyond technical knowledge, traits like persistence, resilience, and emotional intelligence are critical.⁸ As writer Sam Yusim notes, “your ability to handle rejection, be resilient, and stay focused on your goals will take you much further” than credentials alone.⁹ The ability to apply those assets effectively is what sets great agents apart.

A strong graduate program equips you with this blend of expertise and hands-on experience, giving you both the tools and the opportunities to thrive in the competitive world of sports representation.

Whether you land an internship at one of the well-known California or New York agencies or start out in a more boutique environment, the path to being a sports agent involves gaining industry experience. Graduate programs are a tried-and-tested path into the industry. KU sport management master’s alumnus Dave Holtzman credits a relationship he made in his master's program with the internship that launched his career at the Kansas City Royals.¹⁰

It takes dedication to rise through the ranks. Matt Babcock describes a four-year, multi-agency journey from his first internship to starting "real agent work."⁶

Per ZipRecruiter, the average salary for a sports agent in the US is close to $50,000 per year. The site also notes large fluctuations in advertised pay ranges, consistent with "many opportunities for advancement and increased pay based on skill level, location, and years of experience."¹¹

A solid education is a critical step toward becoming a sports agent. The online master's in sport management program at the University of Kansas helps you take that step, equipping you with the business, marketing, and leadership skills needed in today's dynamic and fast-moving sports industry.

Take full advantage of KU’s robust sport management curriculum, which includes coursework in leadership theories, finance and economics, and legal aspects of collegiate and professional sport. Enroll in a program that connects you with expert faculty and industry insiders through internships, guest lectures, mentor programs, and networking events.

Acquire the skills needed to be a sports agent and see what the power of the Jayhawk can do for your career! Schedule a call with an admissions outreach advisor today.

*This program is a Master of Science in Education (M.S.E.) degree in health, sport management, and exercise science with an emphasis in sport management.