What Does a Sports Agent Do? A Guide for Atlanta and Georgia Athletes
If you've searched "sports agent Atlanta" or "sports agent near me," you're probably an athlete, parent, or coach trying to understand whether professional representation is the right move, and what that even looks like in today's NIL landscape.
This guide answers the most common questions athletes and families in Georgia ask about sports agents, NIL agents, and what to look for when choosing one.
What Is a Sports Agent?
A sports agent is a licensed professional who represents athletes in negotiations involving contracts, endorsements, sponsorships, and Name, Image, and Likeness (NIL) opportunities. In Georgia, anyone acting as a sports agent must be a registered athlete agent under the Georgia Athlete Agents Act (O.C.G.A. § 43-4A).
Sports agents serve as the athlete's advocate, evaluating deal terms, protecting long-term interests, and ensuring compliance with the governing rules that apply to the athlete's level of competition.
What Does a Sports Agent Do for High School Athletes in Georgia?
High school athletes in Georgia are now eligible to pursue NIL opportunities, which means sports agent guidance is no longer reserved for college or professional athletes. For high school athletes, a Georgia-registered sports agent can:
Evaluate NIL contracts and identify terms that could harm future eligibility
Ensure compliance with GHSA By-Laws governing high school NIL activity
Develop the athlete's personal brand before college-level recruiting begins
Educate families on what NIL means and what to watch for in any agreement
Build a strategic NIL foundation that creates leverage for college recruiting
At Pannell Sports Group, we believe the most underserved athletes in the NIL conversation are high school athletes. Most sports agents don't engage until college. We start earlier, because starting earlier is the advantage.
What Does a Sports Agent Do for College Athletes in Georgia?
For college athletes at Georgia schools like UGA, Georgia Tech, Georgia State, Georgia Southern, and Kennesaw State, a sports agent can:
Review and negotiate NIL endorsement agreements
Evaluate brand partnership opportunities for fit, risk, and strategic value
Ensure compliance with NCAA/College Sports Commission rules and institutional NIL policies
Develop and manage the athlete's personal brand and social media presence
Provide long-term NIL strategy beyond individual deals
What's the Difference Between a Sports Agent and a NIL Agent?
Traditionally, a sports agent handled professional contract negotiations for drafted or signed athletes. A NIL agent focuses specifically on the endorsement and brand partnership opportunities available to college and high school athletes under current NIL rules.
In practice, the best advisors today do both, providing the contract expertise of a traditional sports agent alongside the brand strategy expertise of a NIL advisor. That's the model Pannell Sports Group is built on.
What Should You Look for in a Sports Agent in Atlanta?
When evaluating a sports agent in Atlanta or anywhere in Georgia, ask:
Are they registered as an athlete agent under Georgia state law (O.C.G.A. § 43-4A)?
Do they have experience evaluating commercial contracts, not just sports industry relationships?
Do they work with high school athletes, or only college and professional athletes?
Do they understand both NCAA compliance rules and GHSA high school regulations?
Do they provide transparent, education-first guidance rather than just transaction support?
Pannell Sports Group was founded specifically to answer yes to all five.
Atlanta's Registered Sports Agent for High School and College Athletes
Pannell Sports Group is an Atlanta-based registered sports agent and NIL advisory firm serving high school and college athletes across Georgia. Founded by Blake Pannell, a registered Georgia athlete agent and Fortune 500 corporate counsel experience, PSG brings enterprise-level contract strategy to athletes who deserve it at every stage of their career.
If you're looking for a sports agent in Atlanta, Georgia, we'd like to talk.
