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Athletes sign up double agents; Matt Leinart, others filling out rosters with entertainment...

By Thomaselli, Rich
Publication: Advertising Age
Date: Monday, January 16 2006

Byline: RICH THOMASELLI

Show him the money ... and show him the money. The new generation of marketing-savvy sports stars are recognizing the need for not just one but two agents-one to handle contract negotiations and the other to line up lucrative endorsements.

Take, for example University of Southern California quarterback Matt Leinart, who won a Heisman Trophy, two national championships (just missing out on a third when USC lost to Texas in the Rose Bowl) and an expected top-five pick when the National Football League draft is held in April. Before he s

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