Parents

The whole family, and particularly parents, are encouraged to support and always act in the best interest of their children. Accordingly, the primary objectives of this web section are to:

• Help parents in decision-making by providing tools and concrete examples,
• Help parents to deal with the complex stakeholder environment of an elite athlete,
• Help parents to maintain a balanced approach to the athlete's sport and entourage.

"The role of parents is very important because they are generally the ones bringing the child into sport. We would like to help them understand their role as an athlete's parent and what they can do to support their child."

Sergey Bubka, Chairman of the Entourage Commission

Parents have a very important role to play in the athlete's sporting activity. Together with the athlete, who is and will always remain the main player, parents will mature over the years. It is a challenging and never-ending process in which parents need to be advised competently. Also, the entourage of an athlete is a constantly evolving system. In this environment, the family, and particularly parents, is one of the closest and most influential populations.

Hot Tips for Parents

For parents, there are several issues that arise on a daily basis, but it is difficult to know who to ask for advice and, for the most part, there are no clear answers or plans to follow. Many issues arise because parents are unsure as to how they can best assist the athlete. Parents may often choose the less opportune decision over the more appropriate one.

Parents are primarily responsible for the overall evolution of the athlete as a person. At an early stage, parents should promote the notion of a healthy balance between sport and personal development. They should act as a regulator for young athletes, who could be still too young to have a clear and long-term vision of their career.

"Early in my sporting career, my parents were definitely the most important part of my entourage... I wouldn't be in the sport without them"

Angela Ruggiero, member of the Entourage Commission

Please choose the degree of involvement in sport:

Beginner, Intermediate, Advanced

Practical Tips for Parents - Beginner Athlete

The athlete competes at a regional level. They are at the beginning of their career.

Interaction with the athlete

• Focus on and dedication to sport can often be detrimental to other aspects of the athlete's life. In order to help their child be the best athlete possible, parents should try to promote a balanced life. Try to choose their important activities, set goals in these areas and manage time appropriately to meet these goals.
• Help the athlete to set priorities and manage their time. You should avoid deciding on their behalf. The athlete should learn about taking decisions and responsibility.

School and Education

• Talk with the athlete about school education and not only about sport.
• Help them to find scholarships. A lot of opportunities and work-experience positions are unclaimed because no-one knows about them. Contact their Federation or National Olympic Committee to see if there are any scholarship programmes.

Interaction with the Coach

• Open, honest and cooperative communication is essential from the start of any relationship.
• Organise regular meetings with the coach and the athlete in order to agree upon school timetables or schedules for training.

Interactions with other populations of the athlete's entourage

Agents

• If there is a system of regulation or licensing, make sure the agent is a licensed agent. The National and International Federations will be able to give you information.
• Never allow your child to sign a contract you do not understand - ask for the advice of an independent lawyer.

Media

• If you need advice on what you could be saying or to get context on current issues, the various governing bodies of your sport can also help. Contact your National Olympic Committee and it will tell you what its position (or the International Olympic Committee's position) is on certain issues. With this information, you can then develop your own clear stance on the subject.

Practical Tips for Parents - Intermediate Athlete

The athlete competes at national level. They reach high junior ranking and achieve their first pro experience.

Interaction with the athlete

• Be aware that competitive sport is complex, especially if the athlete has not participated at elite level before.
• Support the perspective that sport is just a game, highlighting its values as a preparation for life. The career of an elite athlete is short and you should encourage the idea of a career plan.

School and education

• For the athlete, one of the best way to build experience and education while competing is to volunteer their time. There are plenty of volunteer opportunities for an athlete - be it in the administration of their sport, in their local club, in a school, or at any events in which they are not competing. Encourage the athlete to fit such activities into their training schedule, as this will allow them to build work experience and learn new skills.

Interaction with the Coach

• As parents, you must acknowledge that a coach's expertise and knowledge makes them an authority figure within the sport and that they must be treated as such.
• In case of problems with the coach, try to contact or meet him as soon as posible. If needed, do not hesitate to contact the federation to act as a mediator.

Interactions with other populations of the athlete's entourage

Sponsors

• Contact potential sponsors. Try to find sponsors that suit the athlete's sport and personality.

Agents

• Take your time, together with your child, to choose an agent. It is a key decision that will affect the athlete's career. Make sure you find out important information, such as whether or not he or she is well respected in the world of sport. Ask for recommendations from people around you.
• Stipulate a written contract with the agent. And, if nothing else, make sure the contract clearly states: the duration; how the agent will get paid, how much, and by whom; what the agent is expected to do; and how the contract may be terminated.

Media

• If the media ask a question which you do not know the answer to, don't be afraid to admit that you don't know. It is better to stick to what you know and are prepared to talk about.
• The best way to learn is to watch other people when they are approached by the media. Watch other athletes' parents - how do they react to the media? Who is well prepared and who is not? Try to see who you can learn from.

Practical Tips for Parents - Advanced Athlete

The athlete competes at an international level. Their focus is towards pro events and they have several years of experience.

Interaction with the athlete

• Ensure the athlete respects the principles of good sportsmanship, behaviour and ethics. They should stay grounded, and parents should avoid expressions such as: "the referee was terrible".
• No matter what stage the athlete is at, you should always try to manage them so that they live within their means and follow a monthly budget.

School and education

• If possible, give preference to sports-friendly schools and institutions.
• Speak to other athletes' parents to see how they have managed to find time for distance-learning education courses or short-term training courses for their child.

Interaction with the Coach

• As parents, you must acknowledge that a coach's expertise and knowledge makes them an authority figure within the sport and that they must be treated as such.

Interactions with other populations of the athlete's entourage

Sponsors

• Top athletes usually have no problem attracting sponsors. But those who do not stand at the top of the podium also have the ability to attract interesting and prosperous sponsorship deals.
• Remember to check with National Federations and National Olympic Committees so you are aware of any sponsor-related opportunities or restrictions.

Agents

• Take your time, together with your child, to choose an agent. It is a key decision that will affect the athlete's career. Make sure you find out important information, such as whether or not he or she is well respected in the world of sport. Ask for recommendations from people around you.
• Make sure the agent will have no conflict of interests in taking decisions. Is he/she totally independent from clubs or other associations, for instance?

Media

• If you need advice on what you could be saying or to get context on current issues, the various governing bodies of your sport can also help. Contact your National Olympic Committee and it will tell you what its position (or the International Olympic Committee's position) is on certain issues. With this information, you can then develop your own clear stance on the subject.

There are many agents and agencies operating in the world of sport today. It is not difficult to find them. What can be more difficult is finding one who is both competent and trustworthy.

When athletes become successful, they can often find that fitting in their training commitments with a host of other tasks can become a real challenge. In particular, they may find themselves having to deal with sponsors, broadcasters and commercial partners, as well as handling a lot of administrative tasks arising out of these relationships. A good agent should be able to help them do this by taking on responsibility for many of the administrative tasks and dealing with sponsors and others on the athlete's behalf, freeing them up to focus on training and competing.

An agent typically advises athletes on sponsorship and media issues, exchanges information with other sports professionals and makes sure that they stay on top of current trends, rules and regulations that are likely to affect their clients. A good agent takes the time to really understand the athlete, be completely aligned with their aims and ambitions and be sensitive to their needs.

Click below to understand the main differences between agents and agencies - and find out more about the role of a personal advisor:

Agents, Agencies, Personal Advisor

Definition

An agent typically works alone. He or she is hired to negotiate commercial transactions, jobs and endorsements on behalf of an athlete. For this an agent receives a percentage of the athlete's income or of the value of the transactions negotiated.

Contract negotiation is one of an agent's most important responsibilities. An agent must at all times act in the best interests of the athlete. The agent and athlete should agree priorities at the outset of their relationship and ensure that the agent's vision takes account both of the short-term career of the athlete concerned, as well as the long-term plan.

Pros

• Strong client focus as normally work with small portfolio of athletes
• Personalised service tailored to the needs of the athlete
• Closer interaction, stronger personal relationship
• Fewer conflicts of interest
• Athlete success relies closely on the agent
• Highly flexible

Cons

• Some agents have a narrow focus or limited experience
• Some agents may suit athletes at a particular stage of their career only
• The mix of personal and business relationship doesn't suit everyone
• The athlete can become hugely dependent on just one person
• Not all agents have a brilliant network within the industry
• Not all agents have an open approach - there can be a lack of transparency

Definition

A company or firm employing agents and a host of other advisers, such as marketing, legal, financial and media experts, ensuring athletes get a fully-rounded service. The advantage over an individual agent is that the firm can put more resources at the athlete's disposal. Agencies typically represent a large number of athletes and are plugged into a wider network of contacts and others in the sports marketing industry.

Some agencies specialise in particular sports, others are more general in approach. The benefit to an athlete of having a large agency working for them can be outweighed by the sense that the agency represents many other athletes and it could be that the service offered is less personal. But a good agency will provide a tailored service to every athlete it represents.

Pros

• Athlete works with an established entity
• Agencies employ many experts and offer a wide variety of services
• Typically boast a large network within the industry
• Often have strong established relationships with sponsors and others
• Give athletes increased credibility when dealing with sponsors
• Operate in a transparent way

Cons

• Athletes may feel they are just one of many clients
• Representing many clients can give rise to conflicts of interest
• Some agencies better at particular sports than others
• Bigger is not always better
• Personalised service may not be as easy to achieve
• Fees may be high, reflecting agency overheads

Definition

The Personal Advisor's role is substantially different to that of an agent or agency. While agents will represent athletes in negotiations with sponsors, broadcasters, commercial partners and handle financial, broadcasting and other commitments on their behalf, the role of the personal advisor is to be a trusted voice - someone to act as a sounding board for athletes.

Some may have specific sports or business world experience but this is not always the case.

They often act as a liaison or buffer between the athlete and agents, agencies and the wider sports world and are usually trustworthy friends or relatives of the athlete, someone who knows them well and can be relied on for their sound judgment. They may have legal, media or other useful skills but their key characteristic is the close personal relationship they have with the athlete.

They frequently act as a filter for the athlete, acting as a conduit through which agents and others may first approach the athlete. Not usually paid, personal advisors will have the athlete's best interests at heart and no financial or other motivation of their own.

The main tasks of a personal advisor may be:

• Helping the athlete choose between an agent or agency
• Acting as a sounding board or trusted confidant
• Providing a useful second opinion to back up the athlete's own instincts
• Guiding the athlete throughout their sporting career and afterwards
• Ensuring transparency among the athlete's entourage
• Ensuring regular reporting and information flows
• Helping provide a calm or familiar voice to the athlete

The main skills and attributes of a personal advisor (as compared with agents/agencies):

• Will have general knowledge of sport and business
• May have ability to review contracts, legal documents
• May be able to negotiate in certain circumstances on the athlete's behalf
• A sense of detachment to help provide athlete an impartial view
• Act as a buffer between agents, sponsors and others and the athlete
• A balanced personality, unflappable and dependable
• Ability to shoulder high level of responsibility for the athlete
• Willingness and confidence to stand up for the athlete's best interests

Tips for the athlete - How to choose the most suitable agent

Profiling the agent/finding the right partnership

• Aims and objectives: Clearly state your aims and objectives for your sporting career and those for your long-term career both in sport and beyond. Ensure your agent understands your needs and shares your vision for your career.
• Strengths and weaknesses: you must understand the agent's approach, ethical guidelines and how they may deal with potential conflicts of interest. Research the agent's area of specialism. All agents and athletes are individuals and so attitudes and values will vary from person to person. You should find an agent whose attitudes and values reflect your needs, standards and moral convictions.
• Decision making: While the chosen agent should have a deep understanding of your particular sport, they will not have input into sporting decisions - these are the responsibility of the coach and the athlete alone. Instead, agents should focus on the business, commercial and other aspects of the sportsperson's career, giving you the time, space and security you need to focus on maximising your personal performance.
• Choose carefully: you should take your time to find the right agent for you, it is an important decision which can have a huge impact on your career. Shop around, ask others for their opinion on the agent concerned, seek recommendations from trusted individuals, assess whether the agent is sufficiently well connected and knowledgeable to provide the service you require.

Signing a contract/building confidence - some dos and don'ts

Dos

• Make sure you work only with a licensed agent. Some sports have a system of regulation or licensing, in which case your federation should be able to provide more information
• Ask your agent to make disclose details of all existing relationships they have that could lead to conflicts of interest - particularly if they act for teams, clubs or individuals in your sport. If a sponsor were to approach them, which athlete in their portfolio would the agent recommend and why. Full disclosure is important as it enables you to make an informed decision whether to go with a particular agent.
• Ensure you stipulate that accounts should be reviewed by an independent auditor on a regular basis, say once or twice a year.
• Take a close interest in what your agent does on your behalf - you should require regular updates and be informed of all/any discussions with or approaches from prospective sponsors.

Don't

• Don't give your agent power of attorney without being sure this is really necessary
• Don't make assumptions regarding the agent's remuneration - all this must be carefully spelt out in the contract which should also stipulate how it can be brought to an end and the obligations on both parties in the event of termination
• Don't ever sign a contract that you don't understand - get it reviewed by an independent lawyer who will be able to highlight any potential problems. If the contract is not in your native language, ask to have it translated.

Never sign a contract you don't understand - take the time to ask for the advice of an independent lawyer or, if necessary, ask for the contract to be translated into a language with which you are more comfortable.

Tips for Agents - How to become an agent

Representing an athlete is a very important role. You work in conjunction with the athlete and their entourage to help them maximise their success away from the sporting arena. A good agent will give the athlete the time, space and security they need to hone their skills and deliver their best possible performance. Agents are highly important in the athlete's life.

First steps to working as an agent

1. If you want to become an agent, research the relevant sport's federation rules.
2. Regardless of whether you wish to work alone or for an agency, take the time to understand the environment in which agents operate.
3. If the sport in which you want to work has regulations or a licensing system, get in touch with the relevant national or international sports federation to learn more about them.

Building a partnership on a solid basis

In order to build a strong partnership with an athlete, you must:

1. Understand the athlete's needs in terms of goals and objectives - both during their sports career and beyond it. Make sure you share the aims and objectives of the athlete.
2. Share your approach, ethical guidelines and attitude towards potential conflicts of interest.
3. Ensure that your work method and approach will suit each athlete and meet their needs, standards and moral convictions.
4. Have a clear understanding of the demands of the sport: athletes want agents who are well respected in the industry and who understand their sport and their needs well.

The specific skills or knowledge needed as an agent

All agents are different but the skills needed to succeed as an agent and provide athletes with the support they require are common to many:

1. Marketing skills and experience in the sponsorship world: a high level of knowledge of marketing, sponsorship, events, licensing, merchandising, charity
2. Legal background and intellectual property rights: a detailed awareness of personal rights and image rights, contract negotiation, legal affairs
3. Finance and administration: a background in or advanced knowledge of accountancy and finance, awareness of financial affairs, tax and administrative assistance, the ability to plan a sports career
4. Press and Public Relations: excellent communications skills, a detailed understanding of public relations and media relations, public speaking and media content generation, excellent media and press contacts.

All agents should have an ethical approach to their work. They should follow the rules of the federations for the sports played by their athletes. They should make good use of all information and services provided by the IOC, the Federations and the National Olympic Committees to ensure that they have all the latest skills, technical information and knowledge to deliver the best possible service as an athlete's agent.