In this episode of the Spories podcast, host Mista Tony interviews Ethan Coury, a licensed FIBA and NIL sports agent based in Louisville, Kentucky. Coury discusses his journey into the sports agency world, the intricacies of Name, Image, and Likeness (NIL) deals, and his philosophy on athlete representation.
Background and Career Path
- Origins: Coury is from Louisville and has a background in sports marketing and business.
- Entry into the Field: His interest began while playing basketball. He got his professional start through a connection with Corey Markham of EZ Sports Group during a basketball camp at the Delta Foundation.
- Current Role: He has been on the agency side for four years and is licensed to represent clients globally, including in Europe, Asia, and Australia.
The Role of a Sports Agent
Coury emphasizes that being an agent involves much more than just signing contracts. Key responsibilities include:
- Holistic Support: Pairing athletes with financial advisors and helping them organize youth camps or community events.
- Marketing and Branding: Proactively finding organic deals that align with an athlete’s personal brand.
- Development: Providing feedback to high school athletes by communicating with college and pro coaches to help them improve their game.
Navigating NIL and the Transfer Portal
Coury breaks down the current landscape for modern athletes:
- NIL Collectives: He explains that these are groups of donors/alumni who fund programs. He notes a recent shift toward schools paying players directly rather than through third-party collectives.
- Client Needs: High school athletes focus on brand building, while transfer portal athletes often have to choose between maximizing immediate earnings or seeking better playing time.
- Selection Criteria: When choosing clients, Coury looks for talent but also prioritizes character and off-court marketability.
Advice and Industry Realities
- Social Media: Coury warns that social media is a “huge factor”. He notes that coaches and brands look for character indicators beyond sports highlights; negative posts (like partying or explicit lyrics) can lead to an athlete being “off the board”.
- Industry Nature: He describes the business as “cutthroat” and emphasizes that it is a 24/7 job.
- Future Goals: Coury aims to continue representing NBA players and All-Stars while expanding into coaching representation.
Coury concludes by encouraging Kentucky athletes to stay focused on their work, noting that having the right people in their corner is essential for long-term success after their playing careers end.
