2022 MX Sponsorship Summit: Agents & Agencies

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.

Agents provide comprehensive 360-degree support that goes far beyond contract negotiations. They help with personal matters, finding the right doctors, attorneys, and money lenders. They handle relationship building with sponsors, provide guidance on authenticity and brand partnerships, help with content and social media strategy, and are available 24/7 for whatever their clients need. As one agent put it, 'When they're sick, we're sick. When they're celebrating, we're celebrating.' The contract negotiation is actually described as the easiest and smallest part of the job.