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Interview With The Agent: Johnny Alamo

Johnny Alamo
Johnny Alamo

Johnny Alamo is a University of Denver graduate with a Bachelors in Sports Marketing & Business Management. Alamo is a unique agent; he does not represent basketball, football, or any other traditional sport athletes, he represents Olympic skiers and develops multi-media sports storytelling projects. After an extensive career in the industry with titles that ranged from marketing director to executive director of partnerships and strategic alliances, Alamo founded his own agency Johnny Alamo Entertainment in 2013.

D’Bria Bradshaw: When did you realize that you wanted to pursue a career as a sports agent?

Johnny Alamo: When I was four years old I began skiing and by my teenage years I became in love with the soulfulness of the sport.  And when I was in college I gravitated towards classes in sports marketing and advertising.  It became clear that I was accelerating in sports marketing classes because I was passionate and understood the business of athletics and sports.  I truly believe passion and inspiration are the most important part of anyone’s career and being a sports agent is a privilege to serve and support talented individuals.

D’Bria Bradshaw: In what ways has your educational background helped you succeed in the field?

Johnny Alamo: While I was attending the University of Denver from 1993-1997, I founded their Freestyle Ski Team my sophomore year and grew the program to 50 students/athletes in one year.  This gave me an entrepreneurial experience within a University infrastructure and taught me to lead, inspire, and organize.  By the time by senior year rolled around my competitive ski career was taking off and I dropped out of school to ski on the pro mogul tour and had the time of my life.  After the 1996/97 ski season, I went back to DU with a keen perspective and understanding of sports marketing, athletes, competition, and event organization.  Upon graduation, I launched Alamo Sports & Entertainment Group and was fortunate to represent 5 pro skiers whom I had met on the tour.   In addition, the U.S. Ski Association hired my agency to sell sponsorships for their Freestyle events right out of college.  After a great deal of hard work, I eventually networked my way into the filmmaking side of the ski industry with Warren Miller Entertainment where I became the Executive Director of Partnerships & Strategic Alliances.

D’Bria Bradshaw: What sports league do you focus on & who are some of your current clients?

Johnny Alamo: The majority of my clients are Olympians and professional skiers – Steven Nyman and Heidi Kloser, and Lynsey Dyer are all remarkable and inspiring individuals that I feel very fortunate to represent.  I also manage three incredible women – Ramona Bruland, Robyn O’Brien, and Shannon Galpin – who are influencers and activists. Predominantly female clients have entrusted me to represent them which is a lot of fun because they are so smart and also creates a unique marketing platform within the agency.  As a former athlete, I believe as if I bring a level of authenticity and understanding to the table. I understand the ski industry from all sides. In addition, I bring 20 years of experience with creative endorsement programs, integrated marketing platforms, and clever negotiation skills from my work with Red Bull, Nike, GoPro, Sony, Canon, Jeep, Corona, Sprint, Nature Valley, and Liberty Mutual Insurance – to name a few.

D’Bria Bradshaw: You don’t have a “traditional” sports agency, can you please explain to our readers what all Johnny Alamo Entertainment offers besides athlete representation?

Johnny Alamo: Johnny Alamo Entertainment (  is an amalgamation of my personal passions and business interests. The organization is focused on developing integrated brand partnerships for event properties such as the 2015 World Alpine Championships, financing film & television productions such as The Rise of Superman (, and endorsements for athletes, authors, and celebrities mentioned above, and philanthropy for non-profits such as Protect Our Winters.  I exclusively work with uber talented individuals who run first class organizations that inspire me to broker intelligent & authentic brand alignment.  For me, it’s more than just selling sponsorship, advertising, endorsements, and media rights.  Today’s consumers command an authentic connection with athletes, brands and event organizers.  Brands who understand the importance of transparency and can apply that to sports marketing, filmmaking, and events with a meaningful communication strategy are going to yield true audience engagement.

D’Bria Bradshaw: What obstacles have you had to overcome in this highly competitive industry?

Johnny Alamo: The largest obstacle I’ve had to overcome is becoming too comfortable with the status quo.  Sports marketing and representation is all about relationships.  Once you’ve developed those relationships, you can tend to fall back on the same “old” tactics for success.  I’m fortunate in that I’ve gained a high level of earned trust, leverage, and ability to get business done.  Working with legendary and iconic people is an honor and their core values have to align with mine from sincerity and humbleness to driven and successful.  I continually strive to innovate and create a fresh perspective on real-time marketing campaigns, complex deal structure, and genuine experiences.

D’Bria Bradshaw: What advice do you have for those looking to enter the representation field?

Johnny Alamo: My advice to aspiring sports agents is to follow your dreams.  My mantra is to always be kind, authentic, passionate, and operate with integrity.  When these principals align you will inspire others and with a keen perspective, great networking skills, you’ll find your way into the competitive world of sports marketing.

Follow Johnny Alamo Entertainment on Facebook: or Twitter @alamojohnny.

6 replies on “Interview With The Agent: Johnny Alamo”

It’s great to see Johnny getting some visibility for the good work that he’s putting in. Good things happen to good people! Psyched to see what he has in store for the future.

To find someone who works with such brilliant insight, integrity and passion is rare. Johnny’s creativity and dedication will change the world.

Great to see. I would like to ad that Johnny is a great teacher. While working with him I continue to Lear and expand my own horizons!

Was so stoked to hear in 2013 that Johnny Alamo was stepping out on his own. About time! JAE is going places…

It is great working with Johnny, he has been super helpful in getting me sponsors and developing a good connection with my sponsors. He also teaches me how to represent myself better and connect with more people. He has been incredibly helpful with my recovery and helping me to make the best out of it.

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