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).