Darren Heitner: What prompted you to start AthletePromotions.com?

Ryan Totka: The combination of my passion for business, sports and the Internet. There comes a day when you realize you may not make it to the pros in sports, so taking my knowledge of the Internet and being around sports on any everyday basis was the best way to fulfill this dream. Many agents don’t recognize the marketability of retired athletes because they aren’t getting that big contract anymore. Our company specializes in marketing recently retired players in all sports building them official websites and booking them for corporate appearances, speaking engagements, autograph signings and other events.

Darren Heitner: What are the positives and negatives of running your own company, specifically in the sports business?

Ryan Totka: The positives are of course working with athletes and celebrities you grew up watching and idolizing. Like I tell people, if you love what you are doing for a living, you don’t work a day in your life. Being able to bring them paid opportunities is rewarding. As far as the negatives, there really aren’t too many. I would say just screening through the numerous requests you get from people. Like any business, when you put yourself out there on the Internet, it’s just something that you learn to deal with.

Darren Heitner: AthletePromotions.com brands itself as a full-service sports marketing agency, speakers bureau, and PR agency. Since you work in a variety of capacities, does it ever make it difficult to work alongside others in the athlete’s business team?

Ryan Totka: If the athlete and their management team are smart, they realize we are bringing them opportunities that were not there before. Often times, we create new revenue streams that weren’t there before. We get numerous agents and managers that are looking for a company to really market their clients on the web and that is our speciality, making sure they get maximum exposure from potential clients as well as loyal fans.

Darren Heitner: How did you get access to thousands of retired and current athletes and how do you manage to stay in contact with such a large number of clients?

Ryan Totka: Years of building relationships. These things don’t come overnight. We only really contact the athlete or celebrity when we have a paid opportunity for them. We don’t waste anyone’s time asking them for a donation, autograph request, etc which you get everyday. Occasionally you get a charity that they may be close to and pass along to their team. There are some athletes that we work very close with and like to pitch more often to potential clients, because we know what to expect.

Darren Heitner: What is the most successful division of AthletePromotions.com?

Ryan Totka: We pride ourselves as the best out there when it comes to getting an athlete exposure on the Internet. Website development, search engine marketing, athlete branding and of course appearance booking is our core. Athletes have spent years getting where they are today from hard work along the way and we pride ourselves as doing the same. Nothing is ever handed to you. We truly understand what it took to get to the top, which is why it makes it easier to show them the attention they deserve.

Darren Heitner: AthletePromotions.com has to be one of the most extensive Search Engine Optimized sites I have ever seen. Did you build the site yourself? Do you also build sites for athletes? How did you learn about SEO?

Ryan Totka: I’ve spent over twelve years working on the Internet, building web businesses and learning how search engines work. Technology changes everyday and you gotta stay on top of it. Building sites for athletes is our specialty. We built, market and manage websites for names such as Spud Webb, Steve Garvey, William “The Fridge” Perry, Dan Fouts, Ray Lankford, Brady Anderson, Pat Williams, Dwight Howard, Nick Anderson, Dan Hampton, Danny White, Sam Fuld, Sheryl Swoopes, Thomas Hitman Hearns and more.

Darren Heitner: You have booked appearance and speaking engagements for Mark Cuban, Spud Webb, and Steve Garvey. What is it like dealing with such a variety of personalities on a day-to-day basis?

Ryan Totka: Just like the real business world, you deal with all types of unique personalities. That’s what makes life fun.

Darren Heitner: How much time do you spend traveling for business? What type of work do you accomplish on your travels?

Ryan Totka: I would say at least twice a month I am traveling. Along with our appearance bookings, I try to hit the major sporting events. Constantly being around the game creates opportunities. There is a time to be in front of a computer screen and a time to hit the field. Everyday is an opportunity to network and that’s how I’ve build my businesses along the way. You gotta move and shake.

Darren Heitner: What other businesses do you operate other than AthletePromotions.com?

Ryan Totka: My first business out of college was TornadoPromotions, a website development / search engine consulting firm. This let me work in a number of industries until I truly found my passion. Back in 2006, I also founded, RedCarpetMonday, a social business network bringing together like minded entrepreneurs and business owners, both online and offline. We host live networking events in markets such as Orlando, Tampa, Atlanta and Dallas.

Darren Heitner: For those looking for advice regarding breaking into the sports business, what can you offer?

Ryan Totka: I recently wrote a blog on my site, RyanTotka.com. This outlined the best ways to get involved in sports and possibly make it a career. This was based on my experiences along the way. Enjoy: http://www.ryantotka.com/tips-for-finding-your-dream-career-in-sports/

Interview With The Agent: Ryan Totka from Sports Agent Blog - Sports Business, Sports Law, Sports Negotiations, NCAA Rules

The names of the marketing representatives designated on the MRNs will be released by NFL PLAYERS to interested third parties.  It is suggested that all players with exclusive marketing representatives fill out the MRN form and send a completed original to the Player Services department at NFL PLAYERS (NFL PLAYERS, Attn: Dexter Santos, Player Services, 1133 20th St, NW, Washington, DC 20036).  NFL PLAYERS suggests that completed MRN forms be sent by certified mail or overnight delivery.

The MRN form is embedded below.

NFLPLAYERS MRN

NFL PLAYERS Requesting Marketing Representation Notices (MRNs) from Sports Agent Blog - Sports Business, Sports Law, Sports Negotiations, NCAA Rules

Terry Bradshaw

Taking the lead in Bradshaw’s representation at Evolution are Joshua Schwartz, Ben Litvin, and Brian Samuels.  Evolution was founded in 2005 and is comprised of former executives from the popular SFX Sports Group.  Bradshaw said the following regarding his new relationship with Evolution:

“Evolution’s vast experience in marketing and forward-thinking strategies are a great match with my no-nonsense style and personality.  Their representation will broaden my ability to reach more companies and fortify a number of long-term corporate partners.”

Terry Bradshaw Hires Evolution For Marketing Purposes from Sports Agent Blog - Sports Business, Sports Law, Sports Negotiations, NCAA Rules

Arian Foster is coming off the best year of production in his short NFL career.  Foster, who went undrafted in 2009, has become the starting runningback for the Houston Texans, and just last season set the rushing record in the entire NFL with 1,616 yards on the ground.  He also led all rushers in touchdowns (18) and was invited to the 2011 Pro Bowl.

Owning rushing records and being recognized for your achievements in the NFL will open up doors off of the field.  To that end, Foster has engaged French/West/Vaughan (FWV) of Raleigh, North Carolina as his new marketing and public relations agency of record.  FWV is the Southeast’s largest public relations, public affairs and brand communications agency.  The company also represents Michael Vick and Simeon Rice with regards to their marketing and public relations campaigns.

Foster’s current off-field work includes a footwear deal with Boombah, sports memorabilia deals, and appearances for FedEx and EA Sports.  FWV hopes to help expand that portfolio with matches that fit Foster’s persona.  FWV also wants to make Foster better known to football fans outside Texas.

Foster said the following regarding his new partnership with FWV:

“They have a very impressive team and client roster and have taken the time to really understand the kind of endeavors I’d like to get involved with from a community and business standpoint.”

Arian Foster Teams Up With French/West/Vaughan (FWV) from Sports Agent Blog - Sports Business, Sports Law, Sports Negotiations, NCAA Rules

In 2010, Alex Rodriguez fired Scott Boras.  Boras had been Rodriguez’s MLBPA certified agent; his responsibility was to help Rodriguez choose the teams he would play for and negotiate the terms of his contracts with MLB teams.  However, Rodriguez has always had many other “agents” helping him out off of the field.

In 2007, Rodriguez dropped Boras as his marketing agent and signed Madonna’s agent, Guy Oseary, to negotiate his marketing/business affairs.  In 2008, Rodriguez hired William Morris Agency (WMA) to handle all of his marketing-based initiatives.  In 2009, WMA merged with mega agency Endeavor.

In 2011, Alex Rodriguez has a new marketing agent.  He recently hired Steve Loy of Gaylord Sports Management to work on his marketing deals.  Gaylord has already put up a nice profile page for Rodriguez, and made sure to include that, “In 1999, he was named one of People magazine’s 50 Most Beautiful People.”

A-Rod has been around the block went it comes to marketing agents.  I hope that Gaylord is able to have more success with the Yankees slugger than his former marketing reps.

Alex Rodriguez Goes With Gaylord For Marketing from Sports Agent Blog - Sports Business, Sports Law, Sports Negotiations, NCAA Rules

This year’s Congress will be held at the JW Marriott Marquis in Miami, Florida.

The Panel List reads as a “Who’s who” in the industry including:

• Bud Selig, Commissioner (MLB)
• Chris Parsons, Vice President (NFL)
• Peter Moore, President (EA Sports)
• Bea Perez, CMO (Coca-Cola North America)

These are just a few of the names who will be participating in discussion. There are also several breaks for opportunities to network. Not to mention several social events such as an early morning fun run and a networking reception.

Running through the list of Topics covered, the highlights include:

• “Rapid-Fire Roundtable” which includes discussion of important topics over the next 12 months with guests such as Stacey Allaster, Chairman & CEO, WTA; Scott Blackmun, CEO, USOC and Donald Fehr, Executive Director, NHLPA. With the NFL in lockout mode, this will definitely be a don’t miss discussion!
• “Sponsorship Value and Innovation: The New Realities of Sports Marketing” which will look into how social media is changing the face of sponsorship.

At a cost of $1,850 ($1,695 for SBJ/SBD subscribers), it is a little to rich for my bank account, though by coincidence, I will be in Miami during this time. If any like minded sports business professionals who are attending or in the area wish to contact me feel free to do so.

For a full rundown of the program and to register please visit here.

2011 IMG World Congress of Sports: March 30-31 Miami, Florida from Sports Agent Blog - Sports Business, Sports Law, Sports Negotiations, NCAA Rules

But Octagon, a sports agency that serves more than 800 clients and personalities from a wide range of sports, is on the ground floor of fan research as it pertains to athlete management. In a recent joint release with Passion Drivers, Octagon announced its findings with regard to Brazilian football fans and the reason that they connect with the sport.

In a Nov. 22 release, the agency announced that Brazilian football fans are made up of four main groups:

1. Club Members comprised 33% of the fan base. Young, single males account for most of this demographic. They “emphasize team devotion, gloating, and intense action” in support of their team.
2. Television bandwagon jumpers claimed another 30% of the findings. The ability to watch Brazil and European clubs brings in a large viewing audience, Octagon’s Lance Hill explains, but these fans tend to be less enthusiastic in their support.
3. Camaraderie motivated an additional 25% of the survey. What drives this demographic is the sense of belonging to like-minded fans. They tend to be less combative than club members, but significantly more involved than the next largest grouping.
4. Tribe fanatics earned just 12% of the pie, but what they lack in numbers they make up for in spirit. These individuals may have a strong allegiance to one team, but they use “multiple touch points” to consume football, which means their fascination with the game itself is not going to begin and end with just one team.

What It Means to Sports Agents

First, it means you should not lose focus with the other end of the business. Marketing your clients is an important part of the job, but keeping your fingers on the pulse of fans can be just as beneficial as knowing the strengths and weaknesses of each individual client.

Secondly, it means that you should not assume one set of results for one region will be true for another sport in another area. Octagon Marketing/South America President Alexandre Leitao said in a release, “The ways in which football sponsors activate in Brazil should be significantly different than the ways they activate in other mature soccer markets.” So, just like with your clients, one size doesn’t fit all.

Finally, it gives you a clear, proven method for approaching fans to better understand their wants and needs. The Brazil study took into account a cross-section of 2,000 fans. Finding ways to adapt this study for your clients’ sports and markets will lead to unique results that can be incorporated into the better management of an athlete’s career.

This post was contributed by Aric Mitchell, a freelance writer for St Bernard Sports, retailer of high-end KJUS jackets. He can be reached at aricmitchell1 at gmail dot com.

Sports Agents Secret Weapon: Know Thy Fans from Sports Agent Blog - Sports Business, Sports Law, Sports Negotiations, NCAA Rules

Read more about the proposed new Right Of Publicity legislation.

Protect Your Clients’ Right Of Publicity from Sports Agent Blog - Sports Business, Sports Law, Sports Negotiations, NCAA Rules

I was born in 1985, so I recall hearing “Bo Knows Baseball” and faintly remember a lot of talk about Len Bias, but for the most part, the stories transcribed in Bigger than the Game were completely new to me.  The book’s author, Michael Weinreb, focuses on a few characters, and changes from one to the other throughout the book.  He uses these characters to explain how the game of sport was changing in the ’80s, particularly in terms of player persona.

We all love the touchdown celebration, even if NFL executives abhor it.  But without the characters of the ’80s, would T.O. and Chad Ochocinco ever dare to flaunt their talents after a score?  Would someone even consider changing his legal name to Ochocinco?  Today’s athletes have the opportunity to be boisterous because of former athletes like Jim McMahon, Bo Jackson, and Brian Bosworth, all of whom are discussed at length in Bigger than the Game.

Ever wonder how money became such an instrumental part of sport, or when egos started to become larger than the players themselves?  The ’80s are known as a decade of greed, power, money, and fame.  You can either re-live those days by reading Bigger than the Game, or learn the stories from scratch.  Sports junkies and casual fans can appreciate the stories; there is a lot written about pop culture in general, and not just about sport.

Book Review: Bigger Than The Game from Sports Agent Blog - Sports Business, Sports Law, Sports Negotiations, NCAA Rules

This is sure to spark some conversation.  Let’s hear it.

Why Pick A Non-Attorney Agent Over An Attorney-Agent? from Sports Agent Blog - Sports Business, Sports Law, Sports Negotiations, NCAA Rules