Managers vs. Sponsors: The Politics of Sponsoring Fighters

In combat sports, where sponsorship deals often determine a fighter’s ability to focus solely on their training and career, the relationship between managers and sponsors can be a delicate balancing act. While sponsorship offers financial support, exposure, and sometimes essential resources like gear or nutrition, the involvement of managers can complicate this process, often leaving sponsors frustrated and fighters caught in the middle.

The Role of Managers in a Fighter’s Career

A manager’s primary responsibility is to protect a fighter’s interests and guide their career. This includes securing fights, negotiating contracts, and ensuring that sponsorship deals align with the fighter’s long-term goals. Ideally, a good manager acts as a buffer between the fighter and external distractions, allowing the athlete to focus on performing in the ring or cage.

However, the role of the manager doesn’t end at simply negotiating deals — it extends to controlling a fighter’s image and public perception, which means they often have a say in what sponsorships a fighter can accept and how those partnerships unfold. While this oversight is intended to safeguard the fighter’s brand and career, it can sometimes create friction, particularly when sponsors and managers have differing perspectives.

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The Sponsor’s Perspective: Building Relationships vs. Hitting Roadblocks

Sponsoring a fighter is more than just putting a logo on their shorts or having them promote a brand on social media. For many sponsors, especially those deeply embedded in the fight community, sponsorship is about building a relationship with the athlete — one that is mutually beneficial and built on trust and shared values.

Daniel Knight, founder of Sidekick Boxing, has experienced these dynamics firsthand. He highlights the challenges sponsors often face when managers become overly restrictive or fail to recognize the value of a more direct relationship between the sponsor and the fighter.

“As much as it is important for fighters to have a manager, they too can also cause problems when working with and sponsoring a fighter directly,” Knight explains. “On many occasions, high-level fighters have reached out for sponsorship, and it is much better as it builds a personal relationship. However, as much as an agreement is in place, their manager can restrict the fighter from doing certain things, making it really frustrating for a sponsor.”

Knight’s experience echoes a sentiment shared by many sponsors who prefer direct communication with the fighters they are supporting. A personal relationship allows sponsors to better understand the athlete’s needs, goals, and brand, creating a more organic and authentic partnership. When managers impose too many restrictions or micromanage these relationships, it can lead to missed opportunities and strained partnerships.