As athletes embrace influencer work, ‘a new breed of agency’ emerges

As relationships between athletes and brands evolve, agencies working in sports marketing are also changing.

A new class of agency businesses has formed in recent years, combining sports talent management, influencer-style matchmaking and, in some cases, content production.

“We handle everything off the field and off the court,” said Eric Eways, head of marketing at sports management agency Klutch Sports Group, which works with over 60 NBA and WNBA players, such as Philadelphia 76ers point guard Tyrese Maxey and college ballplayer Juju Watkins of the USC Trojans.

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