A new specialist sports management agency has launched with ambitions to reshape how Irish jockeys manage their careers off the track while creating new commercial opportunities for brands seeking access to horse racing.
Complete Sports Management was officially launched today by chartered accountant JP Wynne alongside former jockeys and racing broadcasters Ruby Walsh, Fran Berry and Emmet McNamara.
The agency has been created to address what its founders describe as two longstanding issues within the racing industry — the lack of structured off-track support for jockeys and the difficulty brands face in navigating sponsorship and partnership opportunities within the sport.
The agency will provide a full-service management model tailored specifically to jockeys, covering areas including commercial representation, public relations, media training, tax and accountancy services, financial planning, travel logistics and partnership management.
“Through my accountancy practice, I’ve worked with professional flat, national hunt, apprentice and amateur jockeys for over twenty years,” said Co-Founder JP Wynne.
“Ruby, Fran and Emmet have all been there themselves. We recognise the struggle that our incredibly talented jockeys face when trying to manage contracts, sponsorships, media requests, tax planning and travel logistics themselves — often without the structured support they deserve.”
“Simply put, CSM was built to give jockeys peace of mind. We handle the business, so they can focus entirely on racing.”
The agency says jockeys now face increasing commercial and administrative demands alongside the pressures of elite competition, making professional support more important than ever.
CSM General Manager Dawn Wynne said the agency’s role was to centralise those supports for riders.
“My role at CSM is to make sure every jockey we work with has everything they need in one place,” she said.
“Whether that’s keeping on top of the day-to-day, connecting them with the right partners, or just being at the end of the phone, I make sure everything runs smoothly so they can focus on what they do best.”
As part of its offering, the agency will manage sponsorship negotiations, financial planning, tax compliance, insurance partnerships and logistical coordination for jockeys.
Alongside athlete management, the founders believe the agency can simplify access to horse racing for brands seeking authentic sporting partnerships.
Former champion jockey Ruby Walsh said racing offered companies both credibility and visibility, but required professional management to maximise value.
“Horse-racing offers brands authenticity and huge opportunities with national and international visibility — but it needs to be done properly and professionally,” he said.
“Complete Sports Management acts as the bridge between ambitious brands and Irish jockeys. We create partnerships that are aligned, strategic and mutually beneficial.”
The agency says brands will gain direct access to jockey ambassadors, structured sponsorship packages, activation support, PR amplification and long-term partnership planning.
Former jockey and Racing TV presenter Fran Berry described the venture as an opportunity to bring greater professionalism to the sport’s commercial landscape.
“Our vision is simple,” he said, “we want to bring structure, clarity, professionalism and long-term thinking into every aspect of a jockey’s career — while creating real commercial value for the brands who support the sport.”
“It’s a win-win for all involved, that’s the beauty of it, and I’m proud to be part of this exciting venture.”
Emmet McNamara, best known for winning the 2020 Epsom Derby, said the demands on modern jockeys had evolved significantly.
“There’s no doubt about it that the Irish punch above our weight in most departments, and when it comes to sport, that is particularly true,” he said.
“Irish jockeys are world-class, and gone are the days of sorting out your tax return on the way to the races; the job is tough enough.”
“I’m delighted to be part of this exciting solution for jockeys and sponsors who want a meaningful return on their investment in the sport.”
The agency has already signed 40 jockeys and has secured partnerships with brands, including Finance Ireland, McCarthy Insurance Group, and Travel Counsellors Ireland as it begins operations.
Horse Racing Ireland, Leopardstown and the Curragh Racecourse are full members of Sport for Business.
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Image Credit: Complete Sports Management
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