SOCCER AGENTS’ PERSONAL PERFORMANCE MARKETING

Abstract

          The objective of this article was to study the football agents' work processes and capabilities. Data were collected using in-depth interviews with 8 stakeholders, group discussions with 15 stakeholders, the Delphi technique, and qualitative research. The Delphi technique and qualitative research collected data from experts with knowledge or experience on the traits and a football agent's market services. There were 2 groups of experts. The first group had 3 academic experts, while the second group had 40 stakeholders. Results revealed that football agents' work processes should follow morality and ethics. Football agents' credibility, fame, and relationship network are especially important factors that attract football athletes to decide on an agent. Each organization or company have their selection process for football athletes depending on the organization or company policies. It is important to understand market needs and consider customers' needs. A football agent's capabilities are categorized into four groups, which are: knowledge, skills, desirable capabilities or behaviors, and other traits. A football agent needs to have all these traits to support a football athlete to have a high income and standard of living. The needs for all of these ranged from high to highest. The study also revealed a work process and capabilities that are needed for a football agent and required to support a football athlete to have a high income and standard of living. All these are necessary to drive the football market industry and to continuously develop football agents.