AARON GOODWIN ON PLAYERS, RUNNERS, AND AGENTS

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Aaron Goodwin on Players, Runners, and Agents

May 30, 2008 11:08 PM

Most people think of the "money" moment of being an NBA agents as being the moment their client signs a fat contract with an NBA team. (Agents get a maximum of 4% of those deals.)

Aaron Goodwin is slightly different. As much as he loves a good NBA contract, more than any other agent I'm aware of he he is focused on getting his clients even fatter contracts to market the likes of Nike, Adidas, Upper Deck, EA Sports, VitaminWater. And, it's worth pointing out, on those marketing contracts, the agent's commission is not capped at 4%, and is typically higher.

NOTE: AARON GOODWIN IS A WELL RESPECTED AGENT.

He knows what he's doing. The two biggest marketing deals any NBA rookies have ever received were the Nike contracts of LeBron James and Kevin Durant -- both Goodwin Sports Management clients at the time they signed their deals.

For a big name in the industry, Goodwin has a fairly short client list, including players like Kevin Durant, Dwight Howard, Al Horford, Jamal Crawford, Rodney Stuckey, Nate Robinson, andAaron Goodwin Leon Powe.

In the wake of the O.J. Mayo story, as more and more agents have talked about a need for change in the industry, Aaron Goodwin -- who normally doesn't do interviews -- agreed to share some of his views of recruiting.

We have heard so many stories about players making ill-informed choices when selecting agents. Is there a better way?
The young players and their families should go to the Players Association as a resource for choosing an agent.

The NBPA wants to prove that their players can make more than players in other leagues and are more marketable than players of other leagues. They want the players to be visible and successful. They don't want them to just sign with friends and friends of friends, with no business experience -- especially in a league where the rookie contract is basically already negotiated.

What an agent does for a rookie is more about aligning the client with the people who can help improve the client's game and mold his public image. The objective is to put the client in a position to be worth more to his team and its community. To make him more valuable to his marketing partners in the future.

NOTE: AGENTS AREN'T SUPPOSE TO COLLECT, THEY SHOULD CONTRIBUTE TO SUCCESS.

If your agent is not doing these things then what are they doing?

The agent needs to be making the client a better player and a better person on and off the court.

What about agents using runners to recruit players? Good? Bad? No big deal?
I totally disagree with using runners.

Each agent has their own way of doing business, but I believe that I have to go out and establish that relationship myself. You have to show that you're making the effort. I feel I owe the family and the client the respect that comes with doing things myself.

If there is someone in the middle of that relationship then there are too many potential problems that could arise. A middle person can manipulate the relationship. The integrity is lost.

The agent should answer to the client. If there's a middle man, things can get relayed incorrectly.

Also, you can do a great job with a client, and still be let go if the needs of a third party is not met. It's just the wrong way to do business.

I make sure that the families and the players that we recruit understand our philosophy. I go to schools. I go to games. I meet with the families. I spend time in the city with the family and the player. I tell them that it's Goodwin Sports Management; meaning that it will be me, Aaron Goodwin, that the player will deal with. Of course there are others involved, but I will be principally involved with each player that I recruit and sign. They need to understand I'm directly involved.

It is my business model to never become too big as a company that I can't have direct relationships with each one of my clients.

There are many people that claim to be looking out for a player but you have to wonder if the player's best interest is being considered. With the rookie contracts more or less set, it's about marketability. What agents are the strongest at marketing a player should be the first question asked from a family looking for an agent, especially a potential lottery pick.

NOTE: IT IS IMPORTANT TO HAVE OPTIONS ON AGENTS AND REVIEW EACH ONE'S CREDENTIALS CAREFULLY.

The player should sit down with four or five agents who have good reputations along those lines and then find someone that meets their needs.

Some players sign with agents without doing the proper research. Sometimes it's because people close to the player have ties with certain agents and push them in that direction.

I have told parents many times that if they are relying on someone else to put together their list of prospective agents then I prefer not to be included. I deal with the family directly or not at all.

Can you give me examples of third parties getting in the way?
I was contacted by a college coach and the family of a top ranked kid. The family had done some research and thought that my firm might be a good fit for their son. We set up preliminary meetings. I spoke with both of the kid's parents, but never the kid.

The following day, I got a call from an AAU coach, saying that he was involved, and what was I willing to do for his program in order for him to endorse me over other agents. I told him "nothing" and that I was the wrong guy.

The next day I told the parents that if the AAU guy was involved, I would not be involved.

I had also been talking to another top kid's father, and he tells me how special his son is and how he needs a company that excels in marketing etc, and then proceeds to ask me "what I could do for him and his family."

I mentioned that the previous year we had Rookie of the Year Kevin Durant, runner up Al Horford, and All-Rookie player and playoff sensation Rodney Stuckey. I told him each player had multiple marketing deals worth collectively over $80 million. I told him that no firm could do more than what we have proven we can do over the years.

That player signed with an agent who hasn't been able to secure guaranteed deals for his kids to play in the NBA, let alone create marketing opportunities for young players.

League-Wide Issues, 2008 Draft, Aaron Goodwin

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