What can an agent do for a player?
An agent has a number of potential roles that they can perform for a player and the mix of those roles very much much depends on the agent in question. An agent can act as Account Manager, Negotiator, Salesman, Diary Manager, Arbiter / Representative, Personal Adviser, Booking Clerk, Potential Mentor, Potential PR Counsellor and Potential Lawyer.

Agents can assist with contracts and fees by billing, chasing-up and ensuring reconciliation. Agents can search for sponsorship, match players to sponsors, manage relationships with sponsors and evaluate the effectiveness of the relationship. Agents can assist with promotion of the player within and beyond sport and assist with financial planning and taxation advice. Agents can tie up personal appearances with product and commercial endorsements, ensure and manage appearance fees, advise on media training and presentation skills and assist personal development.

In short, an agent will manage contracts, organise and develop enquiries and prospects regarding commercial opportunities and deal with the general administration involved. However, it is important to consider that there are some potential drawbacks with having an agent.

Players should be aware that agents charge commission, and players should be aware of what they are being charged commission for. An agent is also not necessarily a one-stop shop in terms of what services they are able to offer to players; different agents offer different skills and a player must make sure that an agent suits all of their requirements. There is also no existing professional qualification required to work as an agent and therefore there is no means test for evaluating the quality of an agent.

Does a player need an agent?
There a several key factors a player should consider when deciding if they have a need for an agent:

- The Player as a Brand: How marketable is the player? In order to answer the question of a player's marketability, consideration should be given to the sport’s profile and popularity; the player’s achievements along with their ranking and potential; and the how the player acts outside of their sporting performance in terms of their personality, their appearance and their ability for public speaking.

- The Benefits to a Player: A player must consider whether or not a workload of commercial opportunities will affect / or is affecting their playing performance. A player should also consider whether an agent can improve their profile and if an agent create more opportunities for them. It is also pertinent to consider whether or not an agent can negotiate better deals for a player.

- Agents, Players and Finances: An agent can bring financial benefits to a player, however, players should consider whether or not they can afford to pay commission to an agent; a player should consider the costs of taking on and paying an agent against the benefits brought in by the agent.

- The Risks of taking on an Agent: A player has to remember that there is no guaranteed benefit, and yet, this can still come at a price as an agent will still require payment.

Generally, if the work involved with commercial opportunities is having a negative effect on the performance of the player, then an agent is probably needed. For example, the time and effort involved in dealing with enquiries could cause higher levels of stress and therefore affect performance; a Performance Lifestyle Manager can give advice if this scenario becomes apparent to a player.

It is possible to for players to employ non-exclusive agents as an option (particularly when demand starts to increase). This allows players to work with agents but on a non-exclusive basis, enabling them to assess how particular agents work and perform for them before committing to them. This option does have some potential pitfalls as an agent’s commitment may not be as complete as it would be if it were exclusive and it is therefore possible that some opportunities may be missed.

Players need to carefully consider what they expect and require from an agent and how much they are prepared to pay an agent.

What should a player do if they are approached by an Agent?
Players should be mindful not to take the first offer put to them by an agent. Successful players are likely to be approached by a number of agents offering their services and in such cases, decisions should not be rushed. A player should first research suitable agents and shop around for the best deal available to them.

Seek Advice: Players should speak to proficient experts in the field and speak to their Performance Lifestyle Manager / Adviser.

Get to know the agents: When choosing an agent players should attempt to meet a number of different agents and discuss their situation; they should find out who the agents are, what the agents offer and see if they are appropriate to the player; a good relationship between a player and agent is essential.

Typical Agents' Fees
A player can typically expect 20% of their additional income (not all of their income) to be paid as an agency fee, additionally they will have they may have to pay a recharge of direct costs such as travel to the player. Any fees set above 20% should be reviewed to find out why the fee is set at that particular rate.

It is not usual for retainer fees to be charged and players should expect the situation to be: “the player earns, the agent earns”.

More information is available on this at www.uksport.gov.uk/lifestyle and from Alun Davies, the WRU Performance Lifestyle Manager on email at adavies@wru.co.uk or by phone on 07740 634 145.

Support available for Players
Players can access a range of advice and support that can help them in the areas in which agents operate by consulting the WRU Performance Lifestyle Manager. Areas that can be covered through this route are, 

Legal Advice: Players can be put in touch with sports lawyers to receive independent advice and recommendations regarding contract deals

Commercial Advice: On sponsorship and other funding

Financial Advice: Visit UK Sports' Financial Advice Section by clicking here 

Public Speaking Training and Opportunities
Educational Advice
Agent Screening Advice