Famed agent Leigh Steinberg has had an incredible career, starting in 1974 when he represented quarterback Steve Bartkowski, who became the No. 1 pick in the 1975 NFL Draft after being discovered in the UC-Berkeley dorms where Steinberg worked as a resident assistant. Over the years, he has represented notable players from Warren Moon to Patrick Mahomes, served as a consultant for Cameron Crowe’s 1996 film Jerry Maguire, and established himself as a prominent speaker and author.
Reflecting on the dramatic changes in athlete representation since his early days, Steinberg shared in a recent interview with AA that the current state of the sports world was beyond his imagination when he began:
“If Rip Van Winkle had gone to sleep back in 1975 when I started with my first client, Steve Bartkowski, and he awoke today, he’d be in total cultural shock. There was no internet. There were no cell phones. The way information is shared has dramatically changed from a world of daily newspapers and network TV to how information flows through the cloud.”
He noted that today’s athletes are exceptionally tech-savvy, with the introduction of NIL allowing even young high school quarterbacks to market themselves and hire marketing agents. Additionally, he pointed out significant changes like gambling’s integration into sports and conference realignment that have transformed traditional rivalries into a completely new tableau.
One constant throughout Steinberg’s illustrious career has been his annual Super Bowl party, which he launched nearly 40 years ago. Scheduled for this Saturday at the historic New Orleans Jazz Museum, the event brings together athletes, key figures in business, politics, and health, all while promoting charitable efforts. He recognized that the Super Bowl has evolved into a convention of Americana, serving as a meeting place for various sectors:
“I thought there was a place for a daytime party, which wasn’t overcrowded and dark and noisy, to bring our players, former players, executives in sports, and political figures together, while also having a charitable platform.”
Part of this connection involves introducing athletes looking to enter the media space to media executives and potential sponsors. Steinberg mentioned that there are now more opportunities for sports figures than ever before, whether through one-off endorsements, long-standing brand partnerships, or creating their own content.
“With a young athlete, you start discussing their second career from the very beginning. The focus is on their skills and how many followers they have on platforms like TikTok, which has become the new currency for marketability,” he explained.
Steinberg emphasized that fostering connections with media figures is crucial for athletes’ media aspirations. His party is designed to facilitate these interactions, acknowledging that this generation of athletes is significantly more aware of how to brand themselves and create engaging content.
Beyond building connections, the party also aims to support charitable initiatives. Steinberg partners with different organizations each year, such as Champions for the Homeless and the National Urban League, to further the cause. Additionally, he presents the Steinberg DiNicola Humanitarian Awards and has held a brain health summit to discuss concussions for the 12th consecutive year. This initiative comes from his long-standing partnership with Dr. Nicole F. Roberts, who has focused on health and human rights:
“Two years ago, we raised money for the homeless. This year, we’re working with the National Urban League to help families into their first homes. We give humanitarian awards to individuals for their philanthropic efforts and host a brain health summit to address concussions, which are a major issue in football.”
Recognizing the long-term effects of concussions, Steinberg has launched a concussion foundation to promote awareness and research. He stressed the importance of these conversations for athletes and the public, stating that even a single concussion can significantly increase the risk of severe neurodegenerative diseases:
“We’re exploring neuroplasticity, which suggests individuals who have suffered multiple concussions can effectively ‘rewire’ their brains to recover. I formed a foundation to raise funds for research and support at-risk kids.”
Steinberg also emphasizes the significance of charity work to the athletes he represents:
“I believe sports figures should serve as role models in their communities. I encourage athletes to establish scholarship funds or engage with local organizations. At the pro level, it’s crucial to set up charitable foundations—sports provides a powerful platform to make a difference.”
This commitment to using sports for good fuels Steinberg’s passion for his work, even at the age of 75:
“It’s exciting to make a difference in the world I love. I strive to impact my clients’ lives positively and tackle various societal issues through our collective efforts in sports.”
