Sports marketing

Veteran agent Arielle Moyal opens a sports marketing company

Through his company, Moyal strives to make everyone feel supported and championed in terms of a player’s or brand’s goals.Arielle Moyal

Longtime agent Arielle Moyal is starting her own sports marketing business, Moyal Enterprises, after being in the industry for over 16 years. The launch of the Los Angeles-based company comes after Moyal previously helped create the basketball division of REP1 Sports, running both its basketball and baseball divisions. She also worked at BDA Sports, where she developed and implemented marketing, public relations and community relations activations for her client list. Last fall, Moyal quit her job at other agencies when she came to the conclusion that there was another way to work in the field. “The expected model for my place — and also the way the business was run — was the same,” she said. “I think the agency model is very, very disturbing in a lot of ways.” Under the current model, Moyal believed that “the only people who can aggregate wealth into agencies are the agents themselves.” people of color.”

LEARN FROM EXPERIENCE: Moyal plans to represent both male and female athletes, and the decision to pursue this new venture allows him to “take the skills and knowledge that I have gained from working with male athletes and open up the possibility of working with women”. She said: “I was always told that I was never allowed to have female clients because it was not ‘in the business model’.” Some of Moyal’s primary goals for his business are to “link strategy and execution for unique solutions.” and “working to find common ground with what a brand wants, while using our expertise to make it happen.” She specifically highlighted a desire to make “everyone feel supported and championed in what a player or brand is aiming for” and “to be the expert athlete for those groups.” Moyal said she received “an overwhelming amount of support and interest from other athletes to sign with me and my company.”

CLIMBING THE LADDER: Early in his career, after spending nine years working for UCLA athletics and the men’s basketball team, Moyal in 2015 started working for the NBA Kings in basketball operations , Player Services and Kings Academy. During her time with the Kings, Moyal worked with then-assistant coach Nancy Lieberman, the second-largest assistant coach in the NBA behind Becky Hammon of Spurs. Moyal said working with Lieberman “has pushed me to break through those barriers and break that mold of the industry and I think that’s why I continually advocate for a place at the table for myself and for others. … I was really nobody when I met her, and here is this woman who has all these accolades and she feels and experiences the same things I do. That’s when you ask yourself these questions about yourself- even and you realize that it is an industry problem and not a problem of you.

TRUST THE PROCESS: When working with athletes, Moyal said it’s important to gain their trust “because it pays off a lot later.” Moyal, while with BDA, connected Bulls G Zach LaVine to Starbucks to market the company’s first store where everyone had to know American Sign Language. LaVine, who learned ASL in high school, helped with the effort although he was unpaid. “He trusted me, jumped with me,” Moyal said. “What matters most here is how many deaf people have responded to Zach on this campaign – on Twitter and other social media – saying they had no idea someone was deaf. ‘as important as he cared about them..’ As a dedicated advocate, Moyal encourages others to “find your network, find people who stand up for you, find places that will want you, and do your best to find support and strength within this collective network”.