Black agents compete for blue chip athletes - sports agents - includes an article on football player Mike Singletary - Cover Story

Black Enterprise, July, 1992 by Bobby Clay

Deion Sanders, on the other hand, is expected to earn seven figures in endorsements this year, according to Parker, who is putting the final touches on a national shoe endorsement contract with Nike, which he hopes to follow with a national food chain and a national soft drink deal. Parker is quick to point out, however, that marketable players like Deion and Barry are few and far between. "As far as my particular situation, I think Deion could be the one client who gets a lot of endorsements, and he's doing something only a couple of people have done--play two sports," says Parker. "As far as teamsport sport athletes, black athletes are still a little behind in getting endorsements based on their accomplishments."

This may be a reflection of how Madison Avenue undervalues not only black athletes, but black consumers as well. "Advertisers cater more to mainstream whites and feel that the white athlete can command the advertising dollars," says Parker. "Plus, the decision makers--the advertising agencies, the marketing reps--tend to be white."

In light of that, Parker figures the best strategy for an average black player is to aim for local and regional endorsement packages: say a cup deal with a local fast food chain that could bring in $25,000 to $30,000, or grand openings and autograph sessions that can bring in more than $3,000 each. He also points out that there is a growing market for motivational speakers. The dilemma he has with Sanders is that calls are coming in so fast that he has to be careful to exercise a little patience. "You don't want to commit to a regional fast food ad that will make $75,000 to $100,000 and miss out on a national one that will bring is seven figures. You have to be disciplined, look at the big picture, have foresight and long-term thinking," he says.

Discipline, foresight and a clear view of the big picture are also the keys to the future for black agents, as well as for the athletes--particularly African-American athletes--they seek to represent. As more blacks gain the legal and financial expertise to compete for blue chip sports stars, fewer will be relegated to the role of "runner," and more will assume the far more lucrative position of financial quarterback for their athlete clients.