The Ultimate Guide: How to Become a Successful Sports Agent
It was June 22, 1996. The cricket world witnessed a young Sourav Ganguly making his Test debut at Lord’s with a remarkable century. Across the world, in Mumbai, a young Punjabi boy named Bhavesh Singh watched with awe and was captivated by Ganguly’s charisma and skill. That day marked the beginning of a lifelong admiration for the Indian cricket legend. Fast-forward to 2025, and the same boy, now an accomplished sports professional, finds himself as the Chief Business Officer for Sourav Ganguly.
Who would’ve thought right?
So, how did he do it? What is the secret behind becoming a sports agent or athlete manager? Is it just about dreaming big?
No. It’s about taking focused action and moving beyond fandom to building a career that involves hard work, learning, and creating networks. As Mr.Bhavesh rightly shared in a podcast on “How to Become a Sports Agent”, the ‘A’ in the word ‘Dream’ stands for ‘Action.’ So, let’s dive into what it takes to follow in his footsteps and build a career as a sports agent.
What’s a Sports Agent or Athlete Manager?
Sports agents are professionals who work in the industry without competing as athletes. They manage an individual athlete or represent a sports team. They help athletes in their professional career journey by negotiating contracts and deals, bringing sponsors, and creating a professional network for them.
Mr. Singh, who’s also an IISM alumnus, mentioned in the podcast about working with 40 plus brands for Ex-captain of the Indian cricket team, Sourav Ganguly, and how he manages everything from meetings, contracts, legal aspects, and retainers.
If you’re passionate about sports and want to make a career in the sports industry, a sports agent or celebrity sports manager would be a promising career for you.
Catch Mr. Bhavesh Singh’s full story in the podcast “How to Become a Sports Agent”. It’s a must-watch for anyone looking to turn their sports dreams into reality.
Here are some steps you need to know to become a successful sports agent in India
1. Knowledge of Sports
You can’t be a successful sports agent without understanding the game, the players, and the industry itself. Sports knowledge isn’t just about knowing stats or the most recent wins; it’s about having a deep understanding of how the sports business operates. This knowledge will help you make informed decisions when negotiating contracts, managing brand endorsements, and representing your athlete.
However, reading daily newspapers like the Economic Times or connecting with brands and industry personnel on LinkedIn is the basic know-how you can begin with to pave a long path.
2. Study Program
The right program will give you the foundational knowledge you need.
Whether after completing 12th grade or graduation, if you want to enter the sports business industry, consider pursuing a Sports Management program from a recognized university.
In collaboration with the University of Mumbai and GICED, IISM offers both Bachelor’s and Master’s degrees, and an autonomous Postgraduate program in Sports Management. But remember, while a degree will open doors, it’s your passion and hard work that will help you reach the milestone.
3. Internship
Experience speaks volumes in this field.
Internships provide you with the hands-on exposure needed to excel in the sports industry. Hear Mr. Bhavesh share his internship story about how he cracked his first deal of 45 lakhs for a Table Tennis Tournament in Chennai. And that boosted his confidence further to approach Sourav Ganguly later in his career journey.
Internships and live work exposures help you build a solid portfolio for future work opportunities. Students at IISM garnered many real-world experiences by volunteering at grand sports leagues such as ICC, WPL, T20 IPL, TMM, and many sports events during the course.
4. Business Acumen
Sports agents manage multi-million-dollar deals.
Having a detailed understanding of the sports business and a strong grasp of financial knowledge is non-negotiable. From negotiating contracts to managing athlete endorsements, you’ll need to handle various aspects of business like a pro.
Mr.Bhavesh, who now handles over 40 brands for Sourav Ganguly, embodies this perfectly by managing contracts, meetings, and retainerships—all while maintaining Ganguly’s brand value. Industry-aligned curriculum and internships at top sports agencies will equip you with the expertise necessary for you to climb up the career trajectory.
5. Market Research
A successful sports agent is always up-to-date with market trends, new opportunities, and emerging brands. If you’re not aware of where the market is headed, you could miss out on potential sponsorship deals, advertising opportunities, or even the perfect team for your athlete or team. Research is crucial, and it’ll help you spot the right opportunities and make informed decisions.
6. Communication & Networking
Make these your religion, and synch it with your subconscious mind.
A sports agent is, at its core, a communicator and connector. If a brand sponsors your client with crores of money, first, you need to earn trust & credibility. Continuous communication and networking with the right person or group will bring steady success to you. Deals in the sports industry don’t happen overnight.
Moreover, you need to build relationships with athletes, team owners, sponsors, media, and other stakeholders in the industry as well. Mr. Bhavesh’s success can largely be attributed to his ability to network effectively and communicate clearly. The more people in the industry you know, the more opportunities will open up for you and your client.
7. Sales Skills:
Mr. Bhavesh Singh always emphasizes one aspect. That is Selling.
Being a great sports agent means you’re constantly selling your client’s value—whether to sponsors, teams, or media outlets. Sales skills aren’t just about pitching deals; you should know if your athlete’s value aligns with the brand or not. Not every brand or deal is your target.
Moreover, building lasting relationships and understanding what the other party is looking for is crucial for your win. Your ability to sell your client’s strengths will determine your success. Moreover, along with building your athlete’s value, analyzing your competitors’ prospects will give you more clarity and yield more opportunities in the market.
8. Problem-Solving Skills:
Every career has challenges, and the sports business world is no different. You will experience many instances for the first time. Mr. Bhavesh Singh shared in the podcast how with time he has learned various legal aspects while dealing with contract deals. Your goal should be to provide the solution.
As a sports agent, solving problems like contract disputes, brand clashes, or personal issues between clients and sponsors is essential. The best agents are those who can think on their feet, resolve conflicts, and keep everything running smoothly. However, with practice, patience, and experience, you will reach the desired goal soon.
Becoming a successful sports agent is more than just a dream—it’s a journey that requires passion, dedication, and the right knowledge & skills. Bhavesh Singh’s story is a reminder that with determination and a proactive approach, even the most ambitious dreams can be achieved. And not just him, many IISM alumni have been working with top sports organizations in India. Whether it’s BCCI, IPL, SAI, Khelo India, or celebrity athletes, you will find IISM alumni everywhere.
So, if you’re truly passionate about sports and see yourself as a sports agent in the future, wait no more. Take your first step today and enroll in the Sports Management program at IISM.
Read next – https://iismworld.com/top-sports-presenters-in-india/
