What is the difference between an agent and an agency in motorsports sponsorship?

An agent is connected to and represents the athlete, helping them find and negotiate sponsorship deals. An agency is connected to the brand, helping brands develop marketing strategy, activate sponsorships, and sometimes vet incoming sponsorship requests. Some agencies now do both, but traditionally agents work for athletes on commission while agencies work for brands on retainer or project fees. Athletes should ask questions to determine whether a brand handles sponsorship internally or through an agency.