Section: In Conversation
"I never thought that I would be a pioneer in anything or have some sort of strategy or be known for this, but one of my stances is to bring up women in sports and help and mentor women who want to become behind the scenes in the industry.
Sharon Creer - Sports Agent ~
I
f you’re looking for a well-respected and successful agent in the sports arena, you’ll probably be referred to Sharon Creer, one of the few high-powered, black female sports agents. Creer has made a name for herself in securing viable overseas positions, contracts and exposure for athletes on professional basketball teams such as the WNBA, USBL, and NWBL. Sharon Creer Sports Management specializes in placing players overseas and within the United States. Her list of clients has included WNBA World Champ Houston Comet Tiffani Johnson and former NBA star Darryl Dawkins.
Often called a “trailblazer” in this male dominated arena, the 41-year-old Creer fought hard to overcome the female stereotypes and locker room mentality to gain the respect of her peers and critics, including former skeptical coaches who are now her clients. Mentored by Bill Duffy, a successful sports agent, Creer now has over 24 clients and is in her 9th year as an agent.
Last year, I talked to her about the life of a sports agent. Since the interview, Creer has been inducted on the Board of Directors with the Black Agents Association. Of that she says, "I never thought that I would be a pioneer in anything or have some sort of strategy or be known for this, but one of my stances is to bring up women in sports and help and mentor women who want to become behind the scenes in the industry. That’s what it’s going to take—more women getting involved in the management side of it."
You are one of about 25 black female sports agents out there. That is a small group.
There are thousands of agents. According to the Black Sports Agents Association, I am one of the only active African American female sports agents in the organization.
How difficult was it to break into the male dominated sports arena as an agent?
It was difficult at first. However, it is smart and savvy to have a mentor to helping you pave the way, and you have to be very selective with that. I was fortunate enough to have Bill Duffy here in California
What it harder being female or being black in this male dominated arena?
I always see myself as an African American woman, and so I think it was more difficult being female. A lot of times if they heard my voice, for instance if I had to leave a message for a coach, and I would say this is Sharon Creer with SCA Sports Management versus Sharon Creer Sports Management—sometimes, when they would call back, they thought I was administration or a personal assistant. They would say, oh, you are a female; I didn’t know he had a female agent.
A lot of times, they didn’t understand the relationship or how a male client could have a female to represent them.
Did you grow up playing sports? How did you get into this?
No. I’m always asked that question because I am tall. My B.A. is in Mass Communication, and I went on and earned an advanced degree in Sports Psychology. At that time, I knew that women’s sports would be emerging, and I’d be a viable asset to the industry and upon meeting Bill Duffy I moved on to becoming an agent. He’s a great friend.
What’s a day in the life of a sports agent?
For instance today, one of my clients who’s playing for a team in Russia, She can’t find her receipts for her plane tickets so they can reimburse her. I have another female client who is leaving for to play in Slovakia today, and she is leaving her two-year-old daughter with her mother. I’ve made arrangements for the mother and daughter to accompany her in December. A couple of my male clients, they are going to play in the Philippines. So this is all happening.
I read where you said that it is an interesting time for women because pro sport is a viable market.
Definitely. In fact, the WNBA has just formed a new team in Chicago called the Chicago Sky, and the general manager and head coach is Dave Cowens; he’s a Hall-of-Famer. He told me that he knew nothing about female sports and that he needed a female assistant coach, and I introduced him to one of them. She’s one of the top three contenders for that job. So there’s coaching, working as a general manager, and marketing— there’s ton’s of opportunity now.
On the subject of women’s sports, Why is so hard for women to get respect in sport—even in getting the sponsorship?
Oh definitely. It’s still very difficult. The difference in salaries for men and women players is a travesty, if you ask me, and that’s why most of the WNBA players supplement their income by playing in highly competitive teams overseas. Lisa Leslie, for instance, from the L.A Sparks, for the first season ever in her professional history is playing overseas...I know for her to go overseas it’s a huge amount.
The WNBA isn’t as old as the NBA, and it’s also under the umbrella of the NBA, and women have always had to struggle since the beginning of time. With Title Nine— Title Nine is a mandate where in college the athletic department they have to have equal money for the women’s department as they do for the men’s department, but it’s still the old boy’s system—a lot of times when a head male coach is hired, he’ll bring his people, which are usually men to coach women’s basketball team. There are different intricacies and nuances that are going on that have to be broken.
Do you think a lot of you women look up to these female athletes?
If you look in the stands you will see that a lot of fathers, a lot of parents bringing their daughters there because these little girls aspire to become a star basketball athlete as well. The women have a lot of responsibility that comes with being a professional athlete. As far as the respect, I think they respect them, but just like with women’s softball and tennis, women’s bodies are different. We are still very strong and very athletic.
Do you often hear from women wanting to be sports agents?
I have been getting a lot of email and phone calls from women because a lot of the institution—universities, they don’t have curriculum where they can teach them how to become sports agents. A lot of times, they go to law-school—it’s just so much more than that. One of the things I am working as one of two female members of the board of directors within that organization.
What advice would you give to women considering becoming sports agents or entering any field traditionally dominated by men?
Work hard, network, and do not burn any bridges. Find a mentor, find a good management agency where they can intern and work their way up to where they want to go. You just have to be patient and remain persistent. I never went away.
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