From ‘Representation’ to ‘Management’: Analysis of Commercial Representation by Agents in the Football Industry

This article examines the role of football agents in commercial representation of athletes and presents the conceptualization of this role as a construct with three dimensions: the development of athlete brand, the utilization of athlete brand, and the commercial partnerships and relationships. This conceptual framework is developed through empirical data generated through a qualitative research methodology involving semi- structured interviews with agents (N = 15). The findings underline that agents undertake a broad brand management role when performing commercial representation of athletes, taking managerial responsibility of the athlete brand and its commercialization. Hence, the agent’s role in commercial representation extends beyond pure representation of talents involving acting and decision-making on their behalf. A brand management-oriented role needs to be understood as an integral component of the modern-day football agent in the world of football.