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GONE HOLLYWOOD: AGENCIES A PLAYER IN ATHLETE REPRESENTATION

          Hollywood talent agents are now "aggressively chasing"
     pro sports stars, "sometimes encroaching on the turf of
     sports agents," according to Josh Chetwynd of the HOLLYWOOD
     REPORTER, who chronicles ICM agent Jill Smoller's year-long,
     "relentless pursuit" to sign Lakers F Rick Fox.  Both ICM
     and the William Morris Agency (WMA), have already made a
     "serious commitment to pro athletes," repping athletes who
     not only want to act but also "helping to secure endorsement
     deals, broadcasting jobs and other agreements."  ICM Exec VP
     Alan Berger: "The representation of athletes has become a
     tremendous growth area for the agency.  As the demand for
     athletes increases, so does their earning ability, and we
     believe we can provide these clients with every source of
     off-the-field employment."  WMA President Arnold Rifkin:
     "While the line continues to blur between the playing field
     and other entertainment areas, we're working to create
     better sport and crossover situations that broaden the
     audience and heighten the opportunity for these megastars." 
     Chetwynd reports that both ICM and WMA "are devoting more
     resources" toward obtaining sports clients.  While WMA's
     sports department, headed by VP Rick Bradley, was
     established nearly two years ago, ICM's Sports Celebrity
     Division, led by Jack Gilardi, has grown in the last year
     and a half to four agents (HOLLYWOOD REPORTER, 8/25).
          DUAL ROLES: Chetwynd adds that one "powerful personal
     motive" for athletes to sign with talent agencies is that
     they sometimes offer "significantly lower fees than sports
     agents."  But sports agents argue that their experience in
     negotiating playing contracts "makes them a better choice."
     On average, sports agents charge up to 20% to negotiate
     endorsement deals, as opposed to around 4% to negotiate
     player contracts.  ICM and WMA charge athletes 10% for their
     deals, "the same rate as any of their other clients." 
     Chetwynd reports, however, that neither ICM nor WMA plans to
     turn sports into a core business.  WMA's Bradley: "We don't
     have the time, nor do we have the desire to go out and hang
     out in high schools and colleges and recruit kids." 
     Instead, along with repping individuals, the talent firms
     are moving toward finding corporate deals.  ICM last May
     signed Mickey Mantle Properties, while WMA is working with
     FL-based SportsLine USA (HOLLYWOOD REPORTER, 8/25).

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