The Global Institute of Sport (GIS) held an Industry Masterclass on Athlete Management and Engagement, featuring guest speakers Brad Lloyd and Stefani Chinn.
This is part of its broader course offering, which includes a Master’s in Sports Business and Sports Analytics through the University of Newcastle.
The Masterclass addressed four themes: the day-to-day operations of player management, the construction of authentic athlete brands, the role of agents, and the impact of data.
The Panellists
Brad Lloyd is the founder of Apogee Sports Advisory, which develops micro-credentials in sport, and previously served as General Manager of Football at Carlton Football Club and as a player agent.
Stefani Chinn is a sports marketing consultant specialising in ambassador program design and formerly served as Senior Vice President of Global Marketing and Communications at the World Surf League (WSL).
Player management: the daily operations
Lloyd outlined the complexities of player management, drawing on his experience as General Manager at Carlton, highlighting the role of “list management.”
This involves negotiating player contracts and managing the composition of the list, including age profile and positional spread, to align with the club’s broader requirements.
Player welfare also falls within this remit, with a high-performance manager tasked with ensuring athletes remain fit and available.
“It’s all about attraction and retention,” Lloyd explained.
He noted that communication with club shareholders is a constant part of the role, with “talking up and down” the organisation requiring a strong team.
“Getting people, you trust with their credentials in these roles is paramount,” Lloyd explained.
Building Authentic Brands
Chinn addressed the construction of athlete-focused marketing strategies, arguing for a shift away from organisation-centred approaches.
“What was needed to do from a fan, athlete and commercial perspective was lead with an athlete-first approach.”
For this Chinn emphasised the importance of understanding athletes beyond their on-field performance.
“Knowing the athlete first is such an important piece, there is so much to the athlete than just how they play,” she said, also cautioning against an overreliance on social media metrics: “What we say is fit over followers, followers is a metric, but not a central one.”
Role of Agents
Lloyd addressed the function of agents, noting that while contract negotiation is central, agents must first understand the player and assess whether an opportunity is a suitable fit.
“I find if you get the agent onboard quickly, they will work with you,” Lloyd said.
Chinn distinguished between agents and managers: “Practically, in sports less governed, there are less agents and more managers”,
“It’s important to get the manager onside… the management team is critical” Chinn highlighted.
She noted that within the WSL, relatively few athletes have formal management, making direct engagement with players important.
The Impact of Data
Lloyd underscored the value of organised, accessible data that allows analytics to support and verify observations made within the team and the club’s image.
Though, he did stress that data-focused staff need to communicate their analysis clearly into club strategy.
Chinn discussed the evolution of data use in marketing, noting it was once used in a limited capacity, described as “spots and dots,” to determine audience reach.
Its current application allows more targeted decisions, resulting in what she described as “incredibly informed decisions.”
Though not football-focused at its core, the Masterclass offered insights applicable across codes.
Football’s scale means the club and agent-based environment is ever-present.
As individual athlete identities grow more prominent within sport, lessons from individually driven codes, offer valuable insight for a growing market.
These findings from other codes can be adopted into football; to benefit the whole system, it would be restrictive to not take these into account.
