and personality management - Why it is needed, by
Greg Tingle & Yvette Moore
It's worthy to debate the merit
of professional management and promotion for athletes
and personalities. We acknowledge that discussion
of same has been a long running one.
are strong cases on both sides of the fence as
to why or why not, sports and personality management
is or isn't needed.
persons who are well connected to the world of
sports, entertainment and publicity, with a "few
runs on the board"; we are in a solid position
to suggest that sports and personality management
is both necessary and worthwhile.
said that, we are also the first to suggest that
a manager is not the be all and end all, of "off
the field" activities, especially when it
comes to these often inflated, sometimes testosterone-boosted
egos and personalities.
definition, driven personalities and promoters
can be "drama queens" and attention
seekers, in addition to being winners. Perhaps
it's all encompassed into "the success thing".
A prime example could be a young John McEnroe
doing "game, set and match" with the
likes of a Don King, resulting in one heck of
a bloody battle royale, tennis rackets and all.
hasn't always been necessary, or at least seen
as paramount, to employ or engage off-the-field
promotion for these sometimes temperamental athletes,
personalities and "stars".
in relatively recent times have some athletes
and persons of note, catapulted into media identities
and brands, enjoying the status of almost "super
some stars of yesteryear simply didn't need "Jerry
Maguires". Bradman, Ali, Sammartino, Hogan,
Borg, Fenech, Spitz and so it goes on
didn't require (or demand) "over the top"
promotion or hype. They let the results speak
for themselves, and thus they became their own
best promoter; just as many of today's greats
such as, Norman, Perkins and Woods are. "Tiger's"
trademark is low-key, however, he is exceptional;
and now, thanks to worldwide media conglomerates
such as FOX, ESPN, News Corp and the like; sports
aficionados around the globe can revel in his
talent. Simultaneously, "the world"
knows that Woods is a world class consumer and
advocate who chooses to champion brands such as
American Express, EA Sports, TAG Heuer, NetJets
and anyone else he "strikes a deal"
with. Regardless of Woods's substantial talent,
he didn't do it alone.
no doubting that it's essential and fundamental
for these elite sportspeople and personalities
to employ their time, energy and efforts in their
chosen field of endeavour. They well may be champions
in their field, however they probably have no
clue on how to organise their approach methodically
and to expedite promotion. We shouldn't expect
that they will be world-beaters at everything
they turn their hand to. They may have goals and
objectives on what they desire to achieve; however,
a promotional professional understands the modus
operandi of promoting.
to say, the agent and the client must "tune
in" to each other's goals, strengths, weaknesses,
abilities, limitations, mind-set and personality!
Collaboration, open communication and a consultative
approach are paramount.
celeb has their own aims and objectives. Every
entrepreneur has ideas and suggestions, and likely
has a few "runs on the board", having
proven their salt. Obviously, particular promoters
are going to be better suited to some personalities
than others. One may argue that Cash Snr, Dokic
and Don King should have stayed at home.
strong argument as to why personality management
is desirable, or at least, a good thing, is quite
simple when you break it down to its "bare
bones". No-one is an expert or "world
champion" in every facet of their lives.
It would be highly unlikely that "The Thorpedo"
completes his own tax return or, God forbid, sews
his own togs.
ponder on a few personalities and agents;
Norman - a world class golf player, now legend,
who is enjoying as much success off the golf course
as he did on it.
Lawrence - manager of many of Australia's most
talented swimmers. The Lawrence name demands respect
and media attention, allowing his team to swim
the laps required.
Markson - one of Australia's top PR men. Started
in "gimmicky" events many years ago,
and today is responsible for coordinating high
profile events, conferences and promotions for
some of the world's top personalities, all the
way up to Sebastian Coe and former president,
M. Miller - a living legend in the world of sports
and personality management. The Rolling Stones
and The Beatles are just two of his success stories.
McMahon - CEO, promoter, and performer - World
Kelly aka "The Arrow Catcher" - Guinness
world record holder for catching arrows and paintballs,
and a world class martial artist. Based in Armidale,
NSW, promoted, globally.
Lauren - a talented actor, director, singer and
dancer. He knows that he can't do it all when
it comes to promotional activities.
Cutts - creator of "merelyplayers" -
secured a PR man to distribute press releases
and to raise media awareness of his production
Boardman - professional women's bodybuilder. Former
Gay Games Gold medal winner. Leza understands
her promotional limitations, and that time her
time is best spent in the gym doing bench presses,
and training her elite clients.
"Bendigo" Sloan - professional poker
player, commentator and poker trainer. Has visions
of an Australian TV poker series and more.
Young - Film and documentary maker. Cousin of
the late Cliff Young (marathon runner). Young
was looking for a firm to get his classic films
and documentaries seen by media buyers and decision-makers
at the TV networks. Thanks to his agent, who sees
a lot of Jerry Maguire in himself, the word is
out on Young.
Lawrence - director of Xtreme Fighting Championship
(full contact martial arts). Lawrence employed
a media manager to get his brand recognised by
FOXTEL, ABC, MGM, and other media outlets.
you can see, it's evident that there is a multitude
of talent on both the performance and promotional
scale. The above mentioned "names" cover
a wide spectrum, each entity has exceptional skills
and abilities, and we believe, unique talent;
to deserve mention. A small disclaimer, some of
these "names" are our clients, whilst
others cemented their place in any fair dinkum
list, eons ago.
not only the all-important sponsorship that requires
time and specialised know how, to close a deal.
These, of course are the domain of the agent,
ensuring the client is not distracted by such
commercial and sometimes unpleasant matters. However,
equally important for "stars", is to
employ an entrepreneur, someone objective, with
a professional approach and vision. Someone to
schmooze with "the right people", and
to hit the right target.
allows their talent to concentrate on what they
do best - their field of endeavour that makes
them a "stand-out" performer, and the
guy or girl who is really responsible for putting
those all important "bums on seats".
After all, the talent is the draw-card, not the
it's patently obvious that utilising the right
promotional techniques for each given individual
talent, is vital in attaining and facilitating
gotta be about passion, belief, persistence, teamwork
and commitment - a meeting of the minds. Let's
face it, these attributes are common to both personalities
and their promoter.
M Miller Group
Great Aussie Promoters, by Greg Tingle
Great Yankee Promoters, by Greg Tingle
PR - Max Markson, by Greg Tingle
Man They Call Harry M, by Greg Tingle
Tingle - 19th May 2004
Tingle - 25th February 2004
Markson - 2nd July 2003