By Kachi Okezie, Esq
When you see a player complete a big transfer or sign a major sponsorship deal, ut didn’t just happen. There’s usually someone behind the scenes helping make it happen: the football agent.
But the role goes far beyond negotiating in boardrooms.
For fans, agents are often the mysterious names linked to transfer rumours. For aspiring agents, it’s a career that combines sport, business, strategy, and people skills in equal measure.
This piece draws on the knowledge and insights I gained while attending the Professional Agents’ course delivered by the John Viola Academy, led by one of Scotland’s leading football agents who is among the first certified FIFA-licensed football agents in the UK. John Viola has been there, done it and seen a thing or two in the football world over the past three decades.
Here’s what I learnt the role really involves:
1. Negotiating Contracts Like a Pro
This is the side most people see. Agents negotiate salaries, bonuses, contract lengths, release clauses, and image rights with clubs, sporting directors, and managers.
But it’s about more than knowing a player’s market value. A good agent advocates for their client in conversations players often wouldn’t have themselves. You’re there to push for better terms, protect their interests, and ensure every deal supports the player’s long-term career goals, not just their pay packet.
2. Securing Endorsements and Building a Brand
A player’s value extends well beyond matchday. Agents help connect players with brands that suit their image, whether that’s sportswear, watches, technology, or lifestyle companies.
The right partnership increases both income and visibility. That means understanding how to position a player as more than just an athlete, while building relationships across business, fashion, and media to create long-term opportunities.
3. Managing Wealth Responsibly
Footballers often earn significant money at a young age, and one of an agent’s key responsibilities is helping ensure it lasts.
That includes connecting players with trusted financial advisors, encouraging smart investments, and helping them avoid the financial mistakes that have caught out many former professionals. The aim is to build long-term security, not short-term status.
4. Preparing for Life After Football
Playing careers end quicker than most players expect, which is why strong agents start planning early.
Whether a player wants to move into coaching, punditry, business, or a completely different field, agents use their network and experience to help open doors. The goal is to ensure the end of a playing career is simply the start of a new chapter.
5. Being the Person They Call at 11 PM
This is where the role becomes deeply personal. Players regularly relocate to new cities and countries where they may know nobody outside the dressing room.
Agents often become trusted problem-solvers and confidants. One day it could be arranging accommodation or helping find schools for children. The next, it might be advice on buying a car, attending an event, or handling an off-field issue. The idea is simple: deal with the distractions so the player can focus on the football.
6. Providing Bespoke, 24/7 Support
No two players are the same, and neither are their needs. Some require intensive contract support, while others may need guidance with media pressure, family matters, or maintaining balance away from the game.
The best agents are adaptable, discreet, and always prepared for the unexpected. It’s not a traditional 9-to-5 role, so your phone can ring at any hour, and your responsibility is to provide honest, reliable advice when it matters most.
For Fans
The next time you see a transfer completed or a player secure a major commercial deal, remember there’s usually a huge amount of strategy, negotiation, and support happening behind the scenes. Agents play a vital role in bridging the gap between talent and opportunity.
For Aspiring Agents
This career is part negotiator, part business manager, part mentor, and part life coach. If you can build trust, communicate well under pressure, and genuinely understand people, you can have a major impact on both a player’s career and their life.
At its core, being a football agent comes down to one thing: being your player’s champion, on and off the pitch. In one of the most competitive and high-pressure industries in sport, that’s what truly sets the best agents apart.
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Kachi Okezie, Esq is a sports lawyer.
