A sport agent represents and promotes an athlete in particular sport to prospective employers and advertisers. Sport agents also known as sport promoters handle all the business negotiations and contract issues related to sponsorships and promotions.  Sports agents tend to look after the general interests of the athlete and generally build up a relationship of trust with an athlete over a period of time. The agent will put together strategies to actively promote and market the athlete. This requires decisions on which brands to approach and what strategies will be best suited for the athletes personality and circumstances. Often the relationship between agent and athlete extends to providing advice on personal matters related to career development and financial planning.