It's Not Either/Or: Why the Best Athletes Have Both Agency and Agent

While it’s empowering to encourage athletes to understand their value and develop agency over their brand, the idea that “athletes who have agency don’t need agents” is misleading — and ultimately oversimplifies the realities of elite sport and commercial negotiation.

Yes, athletes today have more tools than ever to build their own brands, engage communities, and access opportunities. Education and empowerment are critical. But that doesn’t negate the need for skilled representation.

Here’s why that argument misses the mark:

1. Time, Energy, and Focus Are Finite

Elite athletes train for hours each day. Their energy is poured into performance, recovery, and competition. Managing emails, pitches, contracts, content schedules, commercial strategy, and brand alignment isn’t just another task — it’s an entire profession. Expecting athletes to be their own full-time managers, marketers, legal advisors, and talent reps while remaining at peak performance is unrealistic and unsustainable.

2. Expertise Matters

Building partnerships, managing public image, navigating legal clauses, and negotiating deals are not skills learned overnight. Agents bring years of commercial experience, industry networks, and strategic thinking to the table — often unlocking opportunities athletes wouldn’t even know existed. There’s a reason CEOs don’t write their own contracts or manage their own media relations. Expertise is not a barrier to empowerment — it’s a bridge.

3. Self-Representation Comes at a Cost

There’s a romantic idea that self-managed athletes can and should control every interaction — but in reality, it often leads to missed opportunities, undervalued deals, or reputational risk. Having someone in your corner advocating for your value doesn’t diminish your agency — it protects and enhances it.

4. Representation Doesn’t Mean Dependency

The best athlete-agent relationships are partnerships. Athletes can — and should — have agency while working with agents. A good manager doesn’t take over; they elevate. They provide the scaffolding so the athlete can focus on performing, growing their profile, and building a meaningful legacy with confidence that their commercial and brand interests are being handled professionally.

5. Commercial Success Is Not Reserved for the Top 1%

Representation isn’t just for athletes with million-dollar deals. Emerging athletes can turn small sponsorships or local partnerships into consistent income and career momentum with the right guidance. Established athletes can unlock new markets, protect their brand, and leverage their profile beyond competition.

From first contracts to legacy-defining opportunities, professional support helps both rising stars and household names avoid costly mistakes and maximise every stage of their career. Turning modest deals into sustained income, leveraging small wins into bigger impact, and avoiding costly mistakes.

And it’s not just about sponsorships or brand deals.

A great agent or manager is a strategic partner in every part of an athlete’s career, often acting as:

• A sounding board and trusted advisor during high-pressure decisions — from career moves to media appearances to post-retirement planning

• A crisis manager when things go wrong — helping protect reputation, respond to media, or navigate personal and professional challenges

• A connector — bringing together a team of lawyers, accountants, content creators, mental health professionals, and performance coaches

• A long-term planner — thinking beyond the next race, game, or deal to help build a sustainable brand and purposeful post-sport pathway

• An advocate — in rooms where decisions are made, opportunities are handed out, or stories are told, ensuring their athlete’s voice and values are represented accurately

Agency is not about doing everything alone. It’s about knowing your worth — and surrounding yourself with the right people who amplify it.

The best athletes lead with agency and choose support. Being empowered doesn’t mean doing it all — it means knowing when you shouldn’t have to and focusing on what will ultimately grow your brand the most, being the best athlete you can be.

If you’re an athlete looking for skilled management, brand-building support, or someone in your corner to help you focus on what you do best — competing — we’d love to talk, email us at hello@agencyx.com.au to start the conversation.