Saturday, January 29, 2011

Prepare for life after the game

For professional athletes, especially those players who have spent their entire career with one team, the twilight phase of an on-field career can be especially challenging.
When does a player call it quits? When does a team cut him loose? What is the sports agent's role in the process?
In the not-so-distant future, Braves third baseman Chipper Jones will be faced with some decisions. Unlike some aging athletes, Jones is still a force at the corner and in the lineup. He will be 40 next season and in the final year of his extension, though existing options and incentives could extend his career through 2013.
Around the game, iconic superstars like Jones are inching closer to retirement.
In New York, core players like Yankees catcher Jorge Posada, closer Mariano Rivera and shortstop Derek Jeter aren't getting any younger. Meanwhile, Cooperstown-bound catcher Ivan Rodriguez and Boston slugger David Ortiz continue to chase career milestones.
All of these stars continue to answer questions about diminishing ability or, ultimately, retirement plans.
Though athletes rarely ever want to step away from competition, sports agents play an important role in preparing the athlete for that difficult transition to life after their last out.
We don't manage or invest players' money, but certainly players look to us for advice and introductions.
When negotiating what might be a player's last multiyear contract for one of the game's longtime stars, it's critical to push that contract into the twilight part of the athlete's career.
Both teams and agents have no shortage of statistical models available when deciding how to value a player past his prime. Attempting to protect the player's downside and emphasize the upside is our goal.
The first goal is protecting the player's base salary using such things as their statistics, longevity, clubhouse presence, ticket sales, jersey sales and community presence. Attempting to load performance bonuses like innings pitched, saves, All-Star game appearances, Cy Young awards, Gold Glove selections and plate appearances (or lack of these) also protects both sides to allow the player's health and performance to dictate upside earnings.
Perhaps more importantly, players pay agents to anticipate for them both on and off the field, court or course. Part of that entails planning for life after sports.
With legendary Braves pitcher John Smoltz, our strategy was to prepare him for a day when his arm couldn't handle a full season.
We want athletes to have post-career choices and to make a seamless transition into the next chapter of their lives. With Smoltz, we identified broadcasting as a potential platform for him years before his last pitch.
We arranged broadcasting opportunities during All-Star games and postseason games to give him a taste of the broadcasting industry and to expose his ability to potential employers.
We also examined opportunities on celebrity golf tours and professional tour events that worked with his schedule, to offer him exposure to professional golf.
Off the field, an agent must capture the uniqueness of an athlete's platform with marketing deals that can prove mutually beneficial to the brand and the athlete. With the onset of social technology, athletes can elongate their relevance as well as utilize platforms to monetize their brands for their own or their philanthropic benefits.
Take Atlanta Falcons tight end Tony Gonzalez, for example.
Gonzalez, an 11-time Pro Bowler, uses his website and Twitter following to expand and protect his brand. He's already authored a book on sports nutrition and owns a sports nutrition supplement company. In short, Gonzalez is well-prepared for the next steps in his career.
In today's world, it's critically important for athletes to take advantage of new media opportunities, social networking and any interactive tools that keep their brands sustainable and relevant.
As athletes approach the twilight of their careers there are many moving parts. Agents, players and their financial advisers need to work closely to anticipate years before the last out is recorded or the final buzzer sounds.

Friday, January 7, 2011

When image is everything.

Whether we like it or not, our children look up to professional athletes as heroes and role models. Whether they mimic Chipper Jones during Little League games or beg to stay up late to watch Tony Gonzalez on "Monday Night Football, " children idolize their favorite sports heroes. Athletes' choices become their image, and their image becomes their brand.
Image is paramount for professional athletes. Image can significantly impact contract negotiations, media relationships and coverage, endorsements and post-career opportunities.
Think about the major sports icons of our time. Did they command respect from their teammates, coaches, fans and community? Did they honor their sport with dignity? Did they bring notoriety to their team, university, city?
Fair or not, sports stars in our culture are held to higher standards. And, right or wrong, many of them aren't ready. Some sports agents understand character and image are important. They focus on preserving and improving clients' images. Others work to sign clients who are anchored with a strong foundation of high character. One general manager once said, "A 19-year-old with two million [dollars] isn't necessarily a man."
This is so true. Teams and leagues can step in and help in that regard. But, it does not always work out as planned.
When Miami Heat star Le-Bron James made a calculated decision to "take my talents to South Beach, " it seemed the whole world turned on him overnight. Fans and media criticized his out-sized ego and lack of humility.
It was much worse for stars such as Tiger Woods and Steelers quarterback Ben Roethlisberger, whose personal indiscretions prompted media frenzies. The consequences for both athletes were real with sponsors leaving them.
And then there are athletes like former Falcons quarterback Michael Vick or former Giants wide receiver Plaxico Burress, whose poor judgment led to prison time.
Sometimes, an agent can help prevent the destruction of an athlete's image during a "crisis" by imposing some external discipline. To that end, my motto to my clients has always been "tell the truth, tell it fast and tell it yourself."
Woods failed at every turn. Instead of telling the truth, he lied --- to law enforcement, to advisers, to the media and ultimately, to his fans. Lying never works, period.
When he finally told the truth, he waited. And waited. It took days to issue an online apology crafted by a public relations team.
By using agents to craft his message and refusing to go before the public, Woods ignored the third principle of my motto. It took three months for Woods to approach the media and the public to take questions and tell the truth, in person.
Sometimes an agent will pass on athletes with "trouble potential" all together. If an agency sees character problems in a young but promising athlete, they may work with the athlete and his or her support network to alleviate those concerns. If the athlete is young, the agent might see if maturity will set in. If he is prone to outbursts, the agent might conduct media training. If finances present a big risk, the agent may work with a financial adviser or trusted family member to monitor and control the athlete's paychecks. Or the agent might just decide the player isn't better than the problems they present.
On the flip side, a lot of athletes seize the opportunity to build a better image. Many understand the uniqueness of their platform and want to maximize career opportunities. The single best way for an athlete to maximize those opportunities is to execute on the field and make responsible choices off the field. That will lead to a strong personal brand.
Agents and athletes work together to embrace philanthropic associations and community service organizations that matter to the athlete. Agents and athletes build relationships with members of the media. When the athlete has good news to share, those relationships will help to maximize the reach of that message. If something negative happens, the media will look to the athlete for direct, honest answers.
Relationships provide an important buffer for athletes. At the end of the day, it's human nature to cheer the winners who are humble and "get it."
There are reasons why athletes like former Braves pitcher John Smoltz, Ravens linebacker Michael Oher, Steelers safety Troy Polamalu, Twins catcher Joe Mauer and NBA star Grant Hill have household names. Each built a strong brand and reputation by taking advantage of their career, philanthropy and sponsorship opportunities.