Matt Brock
In a nutshell, taking courses here at SMWW have giving me the opportunity to network with current and future Sports Agents and Sports Business men and women who are already making an impact in the industry. Due to my connection with SMWW, I've connected with a former classmate, who owns an agency, where I started as an Agent Advisor and have been promoted to Senior Vice President of Business Operations. I feel attending SMWW will place women of sports in a greater position to succeed and flourish in a male dominated industry. Thank you so much, SMWW for being the wind beneath my wings. And for showing me, the sky is no longer the limit. Go beyond those limits and soar!
Athlete Marketing and Branding FAQ
Understanding Athlete Branding and NIL
What is athlete branding?
Athlete branding is the process of positioning an athlete as a recognizable, marketable brand rather than simply a competitor. It focuses on image, personal story, and off field influence to attract sponsorships, Name Image and Likeness deals, media opportunities, and long term fan engagement, which creates income streams beyond a playing contract.
How can athletes make money from their personal brand?
Athletes can monetize their brand through NIL deals, endorsements, merchandise, sponsorships, paid social media partnerships, podcasts, appearances, and entrepreneurial ventures such as product lines or media companies. For many athletes, especially at the college and professional level, brand income can meaningfully supplement or eventually exceed playing contract earnings.
What is NIL (Name, Image, and Likeness) in sports?
NIL refers to an athlete's legal right to profit from their own name, image, and likeness, for example through sponsorship deals, paid content, or personal appearances. Since the NCAA's 2021 policy change permitting it, NIL has allowed high school and college athletes in the United States to sign these kinds of deals while preserving their eligibility to compete.
Do high school athletes need branding support?
Increasingly, yes. As NIL opportunities extend down to standout high school athletes in many states, early branding work can help students build recognition that supports scholarship offers, sponsorship interest, and a stronger foundation heading into college or professional sports.
How does this course help athletes and marketers?
This 8-week course teaches students how to craft athlete brands, negotiate deals, manage NIL opportunities, and use social media to grow influence—skills valuable for agents, marketers, athletes, and parents.
What will I learn in the Athlete Marketing & Branding course?
Over eight weeks, the course covers building an athlete's brand identity, navigating NIL rules and opportunities, structuring endorsement deals, social media growth strategy, and launching athlete led business ventures such as media projects or product lines.
About the SMWW Athlete Marketing & Branding Course
Who teaches the Athlete Marketing & Branding course?
The course is led by Larry Lundy, founder of Lundy Marketing Group and a sports branding specialist who has worked with NFL players including Emmitt Smith and Malcolm Butler, along with Dr. Lynn Lashbrook, an NFL agent and founder of Sports Management Worldwide. Together they bring decades of combined experience in athlete representation, sponsorship negotiation, and brand strategy.
How long does the course take, and how is it delivered?
The course runs eight weeks and is fully online. It is built around weekly live Zoom sessions with mentors Larry Lundy and Dr. Lynn Lashbrook, along with discussion boards, readings, and course projects that students can work through at their own pace between sessions.
What certification do graduates receive?
Graduates earn an SMWW Certificate of Accomplishment along with a verified SMWW LinkedIn badge that recruiters can search for, which helps establish credibility with teams, brands, and hiring managers in the sports marketing space.
Is this course for athletes, agents, or marketers?
It is designed for all three, plus a few other groups. The course is built for aspiring sports agents and marketing professionals, but it is equally valuable for coaches, athletic directors, parents of athletes, and athletes themselves who want to understand how to build and monetize a personal brand.
What is sports marketing, and why does it matter?
Sports marketing is the practice of promoting teams, athletes, events, or sports related products in order to build audience engagement and revenue. It is a large and fast growing industry, and it plays a central role in how teams and athletes reach new fans, retain existing ones, and communicate their brand message effectively.
Why is sports marketing important?
Sports marketing is very important to the overall industry of sports as it helps reach new customers, retain existing customers, as well as gets the message out on whatever event, team, program, or relevant message that needs to be expressed.
How do you market a student-athlete?
Marketing a student athlete now typically centers on NIL strategy, which includes building a personal brand, securing sponsorship interest, and growing a social media presence in ways that comply with NCAA and state NIL rules. Because this area is relatively new and evolving quickly, structured training such as SMWW's Athlete Marketing & Branding course can help students build these skills correctly from the start.
What are the four “P's of sports marketing?
The four Ps commonly used in sports marketing are planning, packaging, positioning, and perception. These represent the core building blocks of a strong marketing strategy in sports, and they are considered essential concepts for anyone working in the field.
Do athletes need to be a team's star player to build a personal brand?
No. Personal branding is not limited to star athletes, and any player can build a recognizable off field identity that creates sponsorship and marketing opportunities regardless of their on field role. It also tends to support a smoother transition into post playing career opportunities.
How do athletes typically market themselves?
Social media and sponsorship partnerships are the two most common channels athletes use to build their personal brand. High-profile examples of athletes with especially strong personal brands include Serena Williams and Conor McGregor, though effective branding strategies apply at every level of competition.
Do You Need to Be an Attorney to Become a Sports Agent?
The short answer: No, you don’t need to be an attorney to become a sports agent! While some agents have a legal background, many successful sports agents start with the right training and a passion for sports. At Sports Management Worldwide (SMWW), our Athlete Marketing & Branding Course provides all the essential tools you need to succeed – no law degree required.
What Makes a Great Sports Agent?
Being a sports agent is about much more than knowing the law. It’s about building authentic relationships, earning trust, and helping athletes achieve their dreams. Athletes choose agents who are:
- Genuine, friendly, and dependable
- Full of integrity and character
- Ready to go above and beyond for their clients
And when it comes to navigating contracts or legal fine print? Don’t worry – lawyers can always handle the details.
Why Choose SMWW?
Our 8-week Athlete Marketing & Branding Course is designed to give you a head start in the competitive world of sports agency. You’ll learn from industry experts, gain insider knowledge, and build a network that puts your career on the fast track.
Stop waiting for your dream career to happen – make it happen! With SMWW, you can become the agent athletes trust to guide their future.
Enroll today and turn your passion for sports into a thriving career as a sports agent!
Do you have more questions?
Call the office and ask! 1-877-SMWW-Now in the US or Canada. In London at +44(0) 871 288 4799 Everywhere else at +1-503-445-7105