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A Baseball Agency’s Marketing Openness

Agents feel as though all of their information is proprietary.  They are always fearful that others will use their information against them.  That is one reason why many agencies refuse to put their client information on the websites.  They believe that putting names out there will allow rivals an opportunity to view the list and then focus on recruiting those players.  Further, many agents refuse to publicize any of their marketing material.  Brochures are still commonly used by agents as a means to recruit potential new clients, but you will rarely see an agency upload such documents onto its website for the public to consume.  That is not the case with TWC Sports Management.

Try not to confuse the TWC Sports Management run by Paul Cohen and Bobby Barad with the TWC Sports Management owned by The Warner Companies, which is the focus of this article.  The TWC Sports Management under discussion is run by agents Rick Oliver and Jeff Randazzo.  Oliver’s past includes serving as President at Shapiro, Robinson & Associates, where he worked with Ron Shapiro and represented names like Cal Ripken, Kirby Puckett, and Joe Mauer.  When Oliver ventured off on his own, one of his clients was Jeff Randazzo, who is now working alongside Oliver.  Current TWC Sports Management clients include Nick Blackburn and Carlos Montaserios.

Anyway, back to the focus of this piece.  Oliver and Randazzo have taken the opposite approach of many in the sports agent industry; they have uploaded their marketing brochure directly to their website, for all to see and download.  I like this approach.  What are your thoughts?

By Darren Heitner

Darren Adam Heitner, Esq., is a preeminent sports attorney and the founder of Heitner Legal, P.L.L.C., a Fort Lauderdale-based law firm specializing in sports law, contract negotiations, intellectual property, and arbitration. He earned his Juris Doctor from the University of Florida Levin College of Law in 2010 and a Bachelor of Arts in Political Science, magna cum laude, from the University of Florida in 2007, where he was named Valedictorian of the College of Liberal Arts and Sciences. Admitted to practice in the state bars of Florida, New York, and the District of Columbia, as well as multiple federal courts, Darren also serves as a certified arbitrator with the American Arbitration Association.

As an adjunct professor, Darren imparts his expertise through teaching Sports Law at the University of Florida Levin College of Law and Name, Image, and Likeness (NIL) at the University of Miami School of Law in the Entertainment, Arts, and Sports Law LL.M. program. His scholarly contributions include authoring several books published by the American Bar Association, such as How to Play the Game: What Every Sports Attorney Needs to Know, and numerous articles in prominent publications like Forbes, Inc. Magazine, and Above the Law. His thought leadership in NIL has earned him recognition as one of the foremost experts by The Wall Street Journal, USA TODAY, and On3, and he has been lauded as a “power player in NIL deals” by Action Network and a “top sports trademark attorney” by Sportico.

Darren’s passion for sports law led him to establish Sports Agent Blog on December 31, 2005, initially titled “I Want To Be A Sports Agent.” The platform, created as a New Year’s resolution, has grown into a cornerstone of the sports agency community, offering in-depth analysis of industry trends, legal disputes, and agent-player dynamics. His commitment to the field is further evidenced by his representation of numerous athletes and sports agents, as well as his prior role as an Adjunct Professor at Indiana University Bloomington, where he developed and taught a course on Sport Agency Management from 2011 to 2014.

Darren’s contributions have been recognized with prestigious honors, including the University of Florida’s 40 Under 40 Award, the University of Florida Levin College of Law’s Outstanding Young Alumnus Award, and designation as the best lawyer in Fort Lauderdale by Fort Lauderdale Magazine. He remains an active voice in the sports law community, sharing insights through his weekly NIL newsletter and his X posts, engaging a broad audience on legal developments in sports.

4 replies on “A Baseball Agency’s Marketing Openness”

I agree it shows their stance and position with their current clients which is great for anyone looking to be or being recruited as a possible future client. Think they would appreciate their openness as an agency.

I like the idea of having the information public especially when it is informative and appealing to the eye.

I think it’s great. It’s more important to build an attraction to potential clients than it is to worry about other agents, especially if you’re building your agency.

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