7 Steps to Start a Sports Agency – Business Plan Overview

Maybe your passion is sports of all kinds, or you have a substantial interest in sports activities, and you want to spread this element to the rest of the world. Or maybe you are a graduate in sports, and you want to be a registered agent and help all the sports enthusiasts of your local area. Then, we bet nothing is promising and exciting as a sports agency. 

People who are excited about this business idea might feel it overwhelming, but it is not. You do not need a financial cushion to start the business initially. You will need a few contacts, a lot of self-confidence, and a constant fight for accomplishment. You do not need to be a master of theory; you ought to know how to grab athletic talent and negotiate contracts with them. You need to know what is trending and happening in the industry, who’s who and all. 

If you are determined to start a sports agency, then here are important steps you need to follow diligently. Even if it seems to be non-challenging, do not take it for granted. Your business can thrive from the first moment; you simply have to be focused and realistic. 

Steps to start a sports agency are as follows:-

1. Earn a degree first

We assume that you already know a lot about being a sports agent and have prescribed qualifications. If not, and you are young enough to get a degree, enroll for the relevant course soon. This is the first step towards setting up a sports agency in the future. 

In addition to a degree in sports, you can learn more about customer relations, business administration, and other aspects. Remember that by being a sports agent, you will be dealing with many athletes, and they are people. Hence, you need to know how to communicate well, negotiate terms and create a stable and long-term relationship with people. 

If you have profound knowledge of the law, it is an added advantage, or you might have to rely on a legal counsel or a friend who has a law degree. We suggest going for a short-term course about contract management. This is because you will be entering into contracts with athletes, and these contracts can be complex at times. If you have a degree in sports, knowledge of law, and client relations, you are good to go to start a sports agency. 

2. Seek a valid license

The immediate thing after getting educational qualifications in relevant fields, you are supposed to get yourself legally validated to carry out a full-fledged business. Yes, you need to apply for a license, and become legally capable of transacting a sports business. You will have to pass the related sports league exam, and you will get the license. 

Read more: Legal requirements to start a business

3. Prepare a comprehensive business plan

We know that sports professionals are not geeks and are practical about every aspect of life. But this doesn’t mean they shouldn’t pen down the proposed business agency. We are sure a business plan will help you how and where you want to take this sports agency business in the future. So, when you have the necessary qualifications and licenses, write a business plan.

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Remember that the sports agency is not for a temporary period. The structure might change, but the business needs to be sustainable in the long run. So, prepare an accurate plan by consulting an expert and referring to some examples. You ought to generate revenue, maintain records, achieve milestones and all these elements need to be clearly specified in the business plan.

You will have to commute, attend sports events, meet clients, and we suggest adding all these expenses in the finance section of your plan. Do not skip these necessary cost items. 

4. Create your own brand

Your sports agency business should look credible and dynamic. It should attract prospective clients, whether you know them personally or not. A sportsperson walking down the lane should be impressed with your ad banner or office and walk-in for a discussion instantly. This is all possible when you do some brand creation and management work. 

  1. First, set up a physical office space. Having a physical address matters a lot to the clients. It creates trust as the client can come down for a discussion with a prior appointment and easy access to your services. 
  2. Choose a business name that is attractive, meaningful, and tells a lot about your services. Brainstorming can help in this case, or you might already have one in your gut feeling. 
  3. The next step is to create a website, which will act as a virtual address. 
  4. Identify your target audience and post ads in these areas. For instance, if you know, athletes visit a particular gym, tie-up with the gym owner and have your banners listed. 
  5. Keep a business card with you. You never know when you will need one to tell your future client about your services. 
  6. Be confident about your brand; you can sign up for a few brand management courses and learn more about the same. 

5. Set up your legal company 

The next step is to form a company and have a unique structure for your business. If you are alone, you can start a Limited Liability Corporation. In the case of more than one business partner, a Limited Liability Partnership will do. Ensure that you fulfill all the legal requirements and are full-fledged to start the business activities. 

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6. Get new clients for your business 

If you have a good network, then it is the best thing for you. Or you will have to put a lot of effort into gaining contacts and building rapport with athletes. Sports events and tournaments are the best places where you can find your potential clients. Remember that it is not only the players on the field; you can find a lot of prospective clients watching the game or the tournament. So, keep your eyes open and be interactive with the people around you. 

While watching games, you also know the potential of a client to enter into future games and tournaments. In this way, you can approach only those clients who have aspirations and capabilities in sports. 

7. Seek deals from local business enterprises 

In the initial stages, you will be a small business owner dealing with sports, and hence, you should also seek out other small businesses. Sports agents mostly jump for big companies and up suffering from disappointment. 

We suggest getting endorsement deals from other small business owners in your area. It is a great start, and you can portray yourself as an upcoming and promising sports agency in the industry. Your clients will be preferred by small business owners, and they simply need their brand to be recognized. As your business grows, you can hope and strive for attractive and huge endorsement deals from large-scale companies and popular brands. 

It takes a lot of things to consider before starting up a sports agency. But if you have the willingness, abilities, and knowledge, give it a serious try and thrive in it. You can generate substantial income later on, though you might have to struggle a bit in the initial stages, that’s okay. It is obvious to learn from every experience, and the same applies to the sports agency business. 


1. What is the first step to starting a sports agency?

The first step in starting a sports agency is to determine your primary purpose and mission. As a sports agency, you will be providing services such as marketing and advertising, negotiating player contracts, and facilitating sports event promotions. In order to do this, you will need to have an understanding of the industry, the needs of athletes and teams, and the legal and business rules that govern sports and the entertainment industry. Additionally, you should have a business plan that outlines your goals, objectives, and strategies for achieving them.

2. How do I create a business plan for my sports agency?

When creating a business plan for your sports agency, it is important to consider the goals, objectives, and strategies for achieving them. First, analyze the industry trends and competition to identify the areas where you can gain a competitive advantage. Additionally, consider capital requirements, labor needs, and marketing and promotion strategies to help your agency reach clients and athletes. After researching the industry, be sure to draw up a detailed and thorough business plan that outlines your goals and how you plan to achieve them.

3. What legal steps do I need to take to start a sports agency?

When starting a sports agency, you must take various legal steps in order to ensure that you are in compliance with the laws and regulations of the industry. This includes filing the proper business registration paperwork, obtaining necessary licenses and permits, and creating policies and procedures related to the handling of payments, contracts, and other business transactions. Additionally, you may need to create a non-disclosure agreement to protect the confidential information of both your agency and your clients.

4. How do I find clients for my sports agency?

Finding clients for your sports agency can be a challenging task. You must first understand the target market for sports agents and develop an effective marketing strategy. Create an eye-catching website to inform potential clients about your services and what you can offer them. Additionally, attend industry events and seminars, and network with athletes, teams, and other industry professionals to establish connections and increase your visibility.

5. What strategies should I use to promote my sports agency?

When promoting your sports agency, you should consider a variety of strategies. Your website should be professional and optimized to maximize your visibility in search engine results. Additionally, consider utilizing social media platforms to advertise your services and connect with potential clients. Investing in advertising campaigns in publications and websites that target athletes and sports-related organizations can also be beneficial. Finally, attend networking events and create relationships with industry professionals to gain referrals and build your credibility.

6. How can I hire staff for my sports agency?

When hiring staff for your sports agency, it is important to hire experienced and knowledgeable individuals who have a passion for the sports industry. First, create job descriptions that detail the required qualifications and experience for each position. Then, develop an effective recruitment strategy to attract qualified candidates. Utilize job boards and post openings on social media in order to reach a large pool of potential employees. Research staffing agencies and recruiters who specialize in the sports industry to help source the right personnel.

7. What are the financial requirements of starting a sports agency?

When starting a sports agency, it is important to consider the financial requirements of the business. You must secure enough capital to cover start-up costs such as advertising, legal fees, equipment, and employees. Additionally, you must create a budget and determine the necessary recurring expenses such as rent for office space, administrative fees, and other overhead costs. If necessary, consider obtaining a loan or investor support to secure the necessary capital.

8. What type of insurance do sports agencies need?

Sports agencies should have liability insurance to protect against the potential risk of litigation from clients. Additionally, professional indemnity insurance can protect you from any claims against the performance of your professional services. Sports agents should also consider cyber liability insurance to protect against any violations of data security.

9. What tips can help sports agencies ensure successful operations?

In order to ensure successful operations, sports agencies should focus on client satisfaction, team building and education, and staying up to date on industry trends. Prioritize client communication and maintain a strong understanding of their needs. Understand the legal and business rules governing the industry, and be sure to stay up to date on any new regulations. Invest in staff development, education, and training opportunities to ensure your team is prepared to handle the challenges of the industry. Finally, stay on top of industry trends to identify opportunities and provide the best services to your clients.

10. What resources can help sports agencies to succeed?

When starting a sports agency, it is important to utilize resources to guide you in the process. Several online resources offer free advice, information, and forms to help new business owners. Additionally, join industry associations and organizations to stay informed on the latest news and developments in the field. Consider professional advice from sports law attorneys and industry experts to ensure compliance with local and national laws. Finally, attend industry events to network with other professionals and gain insight into the industry.