Have you ever wondered what it is like being a sports agent in 2023? Or what it takes to get into the agenting business? We answer those questions and a whole lot more in our recent sitdown with Young Money APAA Sports Co-Founder & Agent, Adie von Gontard.

Obviously, you have been around the sports industry your entire life, with your great-grandfather founding Anheuser-Busch and your grandfather formerly owning the St. Louis Cardinals. But can you tell us how you got your start in the agenting business specifically, and how long you have now been a part of the industry?

von Gontard: “I went to Southern Methodist University (SMU) in Dallas, Texas. I was majoring in Real Estate Finance, and then my junior year, the Sports Management program came out, so I double majored in that.

“Then out of college, I started a sports marketing firm. I grew the firm from one player to 50…over about a year and a half span. And it was at that point that I realized, ‘I’m out here negotiating extremely large deals [for athletes]. Why not have a full-service sports agency?’ That’s when I got certified, and now, we’re heading into our 8th NFL and NBA Draft cycle.”

Can you tell me what your average work day looks like? Is it similar to your classic 8-5 job, or are the days more variable than that?

von Gontard: “I think the most exciting part about being an agent is that there is never an 8-5 job in this business. Your job is always working to be innovative. We're always looking at where a player is today and how we can be a resource for them to get to the next level in all facets of their life.

“For instance, when a player gets drafted in the 1st round in the NBA and every draft pick in the NFL, they’re on four-year deals. The biggest thing for us is figuring out how do we get a player to their second contract. That really starts as soon as they get drafted, and it involves detailing and executing a specific and tailored plan for each client you represent.”

How is the agenting industry today different than it was ten years ago?

von Gontard: “Maximizing your client's earnings on the field and court comes first, always, but nowadays, athletes know that professional sports don't last forever. So rather than waiting till after they are finished playing to decide what's next, athletes are successfully using their platform to build their career for life after sports.

“Everybody wants to have a long career. But players realize that they need to build a foundation while they are still in the league. So that when they do retire, they’ve laid that foundation and they, and their family, are set for life. And that starts when you get in the league, not when your career is over.”

How much have the new NIL rules changed the industry?

von Gontard: “I think NIL is terrific for athletes. Going back to what we just talked about with laying the foundation, a player is able to build their brand even sooner.

“NIL also allows you to see the athletes that really understand the importance of brand building. Most fans just look at you as an athlete, but you’re a person, first and foremost. And you now have the ability to build a brand to tell your story and show fans, companies, and the nation who you are as a person and the ways you want to impact and leave a legacy not just on the sport you play, but also on the lives you touch. And I think the NIL piece has only enhanced the ability to do that.”

What are some of the biggest misconceptions people outside of the profession have about agenting that you wish you could correct?

von Gontard: “I think the biggest misconception about agents is that our job is to only maximize an [athlete's] contracts on the court/field. But being a good agent, there is so much more that you really should be doing to provide for your client.

“Going back to your question from earlier, ten years ago, it was really all about [what we could do for clients] on the field/court. That’s all that really mattered. Now, in today’s world, you realize that, yes, again, that’s the forefront, but there is so much more that an agent needs to be doing to help allow their clients to break into new avenues.”

What advice would you give to people trying to enter the agenting profession?

von Gontard: “It’s so much more than sports. So if your reasoning for pursuing this profession is just ‘I love football’ or ‘I love basketball,' it's got to go a lot farther than that. The [sports portion] is the forefront, but I think players and agencies that sustain realize that there is so much more to it than just the court/field.

“I would tell them to really understand the entire dynamic of sports and understand how big of a business it truly is. You need to really understand the importance of all that rather than just saying, ‘hey, I really like sports, so I think I could get into it.’”

To close, can you let us in on what your go-to pitch is for when you are trying to sign a client to your agency?

von Gontard: “I would tell a player to sign with someone that you know is going to be honest with you and tell you the truth rather than just what you want to hear. An agent has to help you fulfill your dreams in the league, but they should also help you as a person reach your goals and ambitions outside of the game. And lastly, I would tell any player to trust the process because there are no shortcuts to this, but when you’re with an agent that you know has your best interests at heart, your dreams will be fulfilled.”