Whether you represent a small sports federation or are running a major international sporting event, it is essential to choose the right sports agency to serve you. As a client, you need to feel confident that their strategy for promoting you will be fit with your organisation’s goals. Otherwise, you might run into severe problems along the way. Ryan Kavanaugh started a great sports agency in the United States and became more successful.

If you want to select a sports public relations agency that shall do an excellent job at helping you, there are several factors you need to consider: Expertise and Experience – To ensure a successful campaign, you need an agency that knows the job inside and out. Hence, the more experienced and well-established they are, the better. As such, your safest bet would be to choose a London sports agency with several years of trading behind them.

If your budget is modest, you could consider hiring a newly established agency, but this might turn out to be a bit of a gamble. Can you afford to take the chance? Reputation – Ideally you want to hire an agency that has a proven track record of success, so do your research to find out who the leading sports public relations agencies are and what clients they deal with.

When you have prepared a shortlist of agencies that might be suitable for your organisation, ask each one for contact details of other clients they have worked for. Make sure you speak to these former clients to find out about their experiences in dealing with that agency before you decide. Connections – Your agency has to be capable to establish your profile inside the sports industry as well as the general public, so invite them how well attached they are in your particular sector.

Any reputable sports agency would have useful press contacts but knowing the most influential people in the sporting world will help enormously if you expect to get results in a short time. Specialisation – Few people understand how complex the sports sector is. Agencies are all different, and each will have their strengths and weaknesses.

Many sports firms are generalists while others focus on a few sports and events connected with them, so they are likely to be better connected and have in-depth knowledge of the sports they promote. To achieve success in your film goals, you need to choose an agency that is familiar with your particular sport and understands the mindset as they will have a better idea of the best way to promote your organisation.