Sports agent Molly Fletcher is president of client representation for the Atlanta-based agency CSE. Among the sports figures they represent are baseball’s Jeff Francoeur and Jason Heyward, former Brave John Smoltz, Boston Celtics coach Doc Rivers, and Michigan State basketball coach Tom Izzo.
Q: Former Brave John Smoltz has quickly gone from pitching to broadcasting baseball playoff games. How did that happen?
A: We had Smoltz in the booth well before retirement to give him a taste for broadcasting. Most guys can’t go from the life of competing and traveling to lunch at the corner deli every day. They want to stay around the game. They have stories and a perspective that is invaluable to the fans. We tell our clients we represent them for life — this is one example of how we do that. Our broadcaster agents understand what it takes to cater to the needs of retired athletes who make the transition to television as analysts.
Q: Do you mold a player’s image and brand, or do they?
A: Certainly we work with them to project the appropriate image into the marketplace to ensure we maximize their earning potential off the field, court or course. We want to make it real. Matt Kuchar is different from Ernie Johnson, and Ernie Johnson is different from Jason Heyward. Obviously. We tap into their natural likes and dislikes. We want the association to be authentic both for the player and the brand — that way everyone wins. Our marketing team works diligently to capitalize on their inherent brand extensions, and then our analytics team measures the brand’s ROI. Our clients have a window of time to make the money most people make in a lifetime. We maximize the platform and create opportunities during the window and then extend it into post-career if it makes sense.
Q: In sports marketing, it’s all about capitalizing when the time is right?
A: Yes, no question. Our feet are always in the starting blocks to capitalize on field, court and course successes. There is a lot to be said about building an athlete, coach or broadcaster’s “brand.” Matt Kuchar is one of our golf division’s clients. After he won the Barclay’s, the first of the four FedEx Cup tournaments, Matt vaulted to first in the FedEx Cup rankings heading into the Tour Championship here in Atlanta. Our golf agents are constantly anticipating and preparing to be ready for that situation. Jason Heyward’s All-Star season is the same thing. Our marketing team was well-situated for that, if and when it happened. All those are obvious platforms to capitalize and maximize. When companies make positive announcements on Wall Street it creates a platform, or opportunity. The best are prepared for and jump on that opportunity.
As told to Tom Sabulis, tsabulis@ajc.com
