Creative Artists Agency (CAA) has seen its sports representation branch grow immensely over the past year.  What does this mean for the common agent? 

USA Today has written a piece that shows just how dominant Career Artists Agency has become in representing high-profile athletes [Top athletes follow celebs in picking A-list agents].  The article notes that the lines between Hollywood and sports are fading, but this is true for only a select few athletes.  Sure, CAA does have an edge over Joe Shmo agency that represents its clients in contract negotiation, marketing, (insert all other standard services here), and does not have its own entertainment wing.  But is that necessary for 99% of players who sign with agencies?  I would say no.  In fact, 99% of athletes looking to go pro would probably be better off with a smaller firm that can give more personal care to each client.  Derek Jeter and Peyton Manning may be better off with CAA, but not someone like James Posey (no offense) probably does not fit into such a large firm.

This post is no knock on CAA.  The company has acquired some of the best agents in the industry and has a lot of resources to help out the team-sports athletes that it represents.  My intention is to explain that CAA is not a fit for everyone.  The 99% of athletes that I mentioned who do not fit in such an agency will read the USA Today article and immediately think that they have to sign with CAA.  Instead, join an agency that is right for you based on your needs.  Do not just join a company like CAA because a nationally published newspaper praises its accomplishments.

At the end of the USA Today article, a couple of agents seemed scared of CAA in their remarks.  I actually am excited to one day compete with CAA.  Hopefully no blood will be shed in the process.  The quote that should resonate is:

“CAA is just bringing a lot of resources and other media/entertainment assets to their clients,” [Brice Miller of Complete Sports Management] says. “In terms of fundamental necessities that a player needs from an agent, they are not doing anything else a good agent can’t do.”

There is still opportunity for Sports Agents to have success with CAA in the mix.  You just need to sell your true value.  Hopefully it is convincing enough to a potential client.

-Darren Heitner 

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