The Montag Group broadcasting agency acquired by Wasserman

John Madden needed an assistant. Madden didn’t fly. So, barely out of Syracuse University, Sandy Montag crossed America by train with Madden, making sure he had the equipment he needed to prepare for his next national show. It was three decades before the iPad.

“I took his 60-pound Bell and Howell projector so we could watch the game movie,” Montag said.

Montag eventually became an agent, with Madden as his first client. Montag has become an important name in his business, and he said the agency bearing his name now represents more than 200 broadcasters.

“Without Madden,” he said, “there is no Montag.

Sandy Montag, Managing Director of the Montag Group.

(Courtesy of Wasserman)

Since Wednesday, the Montag Group has been part of Wasserman, the agency based in Los Angeles. Wasserman announced the acquisition of the Montag Group, whose client list includes broadcasters such as Bob Costas, Jim Nantz, Dan Shulman and Dick Vitale.

In a statement, Wasserman chairman Casey Wasserman called the Montag group “the industry’s preeminent media agency.” By merging their forces, the agencies hope to provide lifelong representation to athletes who switch to broadcasting or training.

Montag said: “When there is a network that says, ‘We need an analyst in this or that sport,’ there is probably someone with Wasserman who would be suitable for that position.”

Wasserman’s client list includes hundreds of athletes in a variety of traditional and action sports, with names known as Russell Westbrook of the Lakers, Nolan Arenado of the St. Louis Cardinals, Connor McDavid of the Edmonton Oilers, Women’s World Cup star Megan Rapinoe; and Olympic swimmer and multiple gold medalist Katie Ledecky.

“We represent many clients and each year more and more of them will be retiring,” said Jason Ranne, executive vice president of Wasserman. “We want to be able to offer them the best services in the areas they are looking for. “

Ranne declined to discuss why Wasserman’s in-house coaching outreach and representation services weren’t sufficient, but said of Montag’s agency: “When you have the option to add the best of the best at the platform, you do it. “