10 Sports agent personal traits that lead to client success

Sports agents play a crucial role in the world of professional sports. The typical athlete is young and inexperienced with regard to contract negotiations. As a result, they're largely reliant on their agent to secure the best terms for their contract and their career.¹

A successful sports agent needs to be knowledgeable and possess several skills. A quality education from a respected institution is important, and practical experience working at well-known agencies can also be a critical factor. The job also requires certain personal traits, such as exceptional communication, high ethical standards, and unrelenting determination.

The online master's in sport management* program at the University of Kansas can help you develop some of those traits. This article discusses the key traits an agent needs to be successful.

Athletes choose their agents based on a combination of the agent's professional experience (their expertise) and personal traits (which will shape the agent-athlete interactions). Ultimately, a player is asking an agent to represent their financial interests, and that requires a high level of trust.

In 2017, Hoops Hype conducted an informal survey of players and agents, asking what went into the process of selecting an agent. The players more or less said the same thing: Professional experience was necessary, but a personal connection was the distinguishing factor.²

If you think a successful sports agent is a smooth talker with a long list of contacts who just refuses to take no for an answer, you're about half right. The personal traits of a sports agent run from interpersonal communication to technical knowledge to sheer determination.

If you want to become a sports agent, consider the following list of essential qualities you are expected to have after the right combination of education and experience in the field.

It's hard to be any clearer or more emphatic than UK sports agent Michael Ede's summary of the required personal traits of a sports agent to Forbes magazine in 2022: "The essential skill for a sports agent is communication."³

Clear, persuasive communication is at the root of successful contract negotiation, and an agent must be a good listener to fully appreciate a client's goals and the needs of a potential sponsor or team.

A big part of exceptional communication is emotional intelligence. "You'll need to be a scout, marketer, negotiator, counselor, and friend simultaneously," says Ede.³ Empathy and emotional intelligence help an agent to understand client needs and address the inevitable personal challenges of working in a field that relies heavily on interpersonal relationships.

The 1996 film Jerry Maguire made sports agents famous, largely thanks to the memorable line "Show me the money!"⁴ The slogan was a simplistic but effective way of describing the core of the agent-client relationship: finance. Financial acumen enables agents to evaluate the true value of a contract offer, compare endorsement opportunities, and ensure that deals align with the client’s short- and long-term goals. This skill is especially important when helping clients navigate fluctuating income, plan for retirement, or prepare for life after sports.⁵

Legendary agents like Scott Boras are defined by landing massive deals for their clients, based on superlative negotiating skills and uncanny financial acumen.⁶ Strong financial skills can build the foundation for lasting success and stability throughout and beyond an athlete’s career.

An agent's primary role is to maximize their client's earnings. To do that, one must "know the sport inside and out," says Michael Ede,³ and be deeply embedded in the industry. For successful agents, this means staying on top of constantly changing league rules and structures, as well as tracking emerging trends that may affect a client's market value.

Professional organizations such as the North American Society for Sport Management require their members abide by agreed ethical standards. Further, violations of certain principles (e.g., the agent's duty of care to their client or legal disclosure obligations regarding any financial conflicts of interest between agent and client) can be grounds for legal action.⁷ An agent should expect to uphold high ethical standards, as a legal and professional necessity.

In 2023, agent Adie von Gontard told Forbes magazine, "When a player gets drafted in the 1st round in the NBA and every draft pick in the NFL, they’re on four-year deals. The biggest thing for us is figuring out how do we get a player to their second contract."⁸ Strategic thinking around what a player needs to get the most out of their entire career, not just their current contract, is one of the defining qualities of a good sports agent.

Attention to detail is one of the most important personal traits of a sports agent. This is essential not only because the job requires careful scrutiny of contracts to ensure a client's best interests are protected, but also because the best agents can spot hidden gems in performance data or emerging trends in market analyses that form the basis of the next big opportunity for their clients.⁹

Casting his mind back to his sports agent days, basketball scout and analyst Matt Babcock recalls working to get Jamaican forward Samardo Samuels drafted into the NBA in 2010. He arranged workouts for the player and felt confident he'd be a second-round pick. Samuels went undrafted. Babcock's Plan B for his client was a Summer League stint with the Chicago Bulls that also ended without a contract. Ultimately, however, the hard work delivered a three-year deal for the Cleveland Cavaliers. Samuels entered the league on terms superior to several draft picks.¹⁰

Networking is one of the more critical skills for success in sports management careers, and it is among the top sports agent skills needed. A strong network helps an agent find new clients and develop the relationships necessary to advance their career and maximize their clients' earnings.

Sports networking opportunities arise from a variety of activities, such as internships, attendance at workshops and industry conferences, and membership of professional organizations.¹¹

Resilience and persistence are essential qualities for professional athletes and the agents who represent them. A successful sports agent is constantly seeking the best for their clients, helping to navigate the obstacles and challenges that arise in an incredibly competitive industry.

As industry veteran Brandon Curran points out, perseverance is one of the standout qualities of the successful sports agent, who will likely experience a lot of rejection. Even just getting a job in the industry requires a high degree of motivation and persistence.¹²

The online sport management master's degree at University of Kansas prepares you for a wide range of jobs in sports, harnessing your passion for sports and equipping you with the skills needed in today's fast-moving sports industry.

Take full advantage of the robust sport management curriculum, which includes modules 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.

Take that first step to acquiring 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.