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For SFX, a Different Kind of Free Agent

One of Its Own Has Opportunity to Leave; Others Could Follow

By Greg Sandoval
Washington Post Staff Writer
Saturday, October 23, 2004; Page D03

SFX became one of the top sports representation firms in the nation by acquiring the smaller companies of top agents. But like other management firms that grew this way, SFX now faces a challenge from one of the agents it bought out.

The contract of agent Arn Tellem, whose star-studded NBA and Major League Baseball client list includes Tracy McGrady, Reggie Miller, Jason Giambi and Hideki Matsui, expired on Sept. 29. Since selling his Los Angeles-based company, Tellem & Associates, to SFX in 1999 for about $25 million, Tellem has helped the District-based company become a premier sports agency with revenue that tops $100 million a year. If he leaves SFX, which is owned by Clear Channel Communications, many of the more than 20 NBA and baseball agents he oversees -- and the more than 200 athletes they represent -- could follow him, say sources within the company.

Arn Tellem, above, "has the loyalty of every agent in this place. The entire basketball and baseball staff would be out the door with him," one SFX agent says. (AP)

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"Arn has the loyalty of every agent in this place," said one SFX agent, who requested anonymity. "Within six months, the entire basketball and baseball staff would be out the door with him. . . . If they let him leave it would say to us that they aren't willing to grow the business."

An SFX spokeswoman said agency executives are confident that they can keep Tellem, who was out of the country and unavailable for comment. SFX is offering Tellem a larger role within the firm, say sources inside SFX, but he has told friends and co-workers that he wants to avoid making a long-term commitment. Should the two sides fail to cut a deal, Clear Channel could soon find itself competing against one its former top agents, a position that is not unique within the sector.

Lured by fat profit margins and white-hot growth, conglomerates such as Clear Channel, Assante and Interpublic Group spent billions in the late 1990s to acquire sports agencies. From 1998 to 2000 broadcasting company Clear Channel bought such firms as Fame, Hendricks Management Company and Sports Management Group, and began representing 300 elite athletes, including Michael Jordan, Roger Clemens and Jerry Rice.

Canadian financial services firm Assante bought about a half-dozen agencies, which included paying $125 million for Steinberg, Moorad & Dunn, headed by Leigh Steinberg. Some of the athletes that came under Assante's umbrella were Troy Aikman, Manny Ramirez, Pavel Bure and Kenyon Martin. Advertising giant Interpublic Group launched Octagon in 1997 and they obtained the firms that represented David Robinson, Anna Kournikova and Michael Vick.

The buying binge came as sports reached the apex of its popularity.

The NBA, NFL, NHL and Major League Baseball were attracting record audiences. Athletes' salaries surpassed the $100 million mark. As a result, the celebrity of agents such as Steinberg, David Falk and Scott Boras began to eclipse their clients. Their mystique only mushroomed after the industry became the focus of hit TV shows and films, such as HBO's "Arli$$" and the 1996 movie "Jerry Maguire."

What appeared to matter little to the big corporations was that they had no experience operating sports agencies, said David Moross, a managing partner in the sports investment firm Sports Capital Partners. He suspects that their executives may have been wowed at the prospect of working with athletes.

"These [sports] agencies are extremely attractive, sexy assets," Moross said. "There's a perception of enormous power and prestige surrounding them . But what invariably happens is that institutional owners learn that these aren't businesses that can be owned institutionally.

"The assets of these companies are the agents themselves. They tend to have large egos and know they are in control, which makes them difficult to manage. If the asset goes down the elevator at the end of the day and doesn't come back up the next, you've paid a fortune for what?"

The trouble began once the agents joined the corporations.

Selling their firms made them millions, but some of the top agents joined the heavyweight companies to exploit their strong ties to advertisers and the entertainment industry, say insiders. For instance, IMG, one of the world's biggest management companies, represents actors, broadcasters, authors and athletes. SFX operates or owns 120 live entertainment venues nationwide.

For agents, the thinking was that they could strike better endorsement deals for their clients, as well as catapult them into show business if they threw in with one of the bigger companies.

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