How do sports agents and agencies get paid for their services?

Agents typically get paid in two ways depending on who they're representing. When representing individual athletes (drivers, riders, racers), it's percentage-based off the money they bring in - they typically don't touch purse money, but take a cut of compensation including cash and value-in-kind deals. When working with brands or properties, it's usually retainer-based. Brands may retain agencies for help with social content, activation, or consulting within the motorsports industry to ensure their messaging and branding is authentic and correct.