Veteran Lawyer Reveals Roadmap for Sports and Entertainment Success

In the past three years, veteran sports and entertainment lawyer Brad Small has witnessed a significant shift in his client roster. As the entertainment industry faced lockdowns and double strikes, Small's practice pivoted from "90% entertainment to 90% sports." This change was driven by the fact that athletes continued earning under their contracts while other entertainment work stalled.

During this period, Small found himself representing around 40 wrestlers, who were among the few still making money. This was a natural progression for Small, who had started representing professional wrestlers 30 years ago, even when senior attorneys at his first law firm dismissed them as "low brow."

The landscape of professional wrestling has since transformed, with the industry drawing in major entertainment companies. The most significant development was Netflix's 10-year, $5 billion deal with WWE to stream "Monday Night Raw." This deal, along with the formation of the TKO Group, has changed the business of wrestling and brought new money into the sport.

Recognizing these industry shifts, Small recently joined Innovative to launch its sports division. His approach differs from the larger agencies pursuing acquisitions, as he is focused on selectively adding clients based on their relationships and fit with the agency's culture, a strategy he has developed over his 30-year career.