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From personal assistant (PA) to a golf super-agent.
In this episode of The Business Behind Sport, Vicky Cuming, head of golf clients (Europe, the Middle East, and Africa) at William Morris Endeavor (WME), joins Jonny Gray to reveal how she became one of the sport’s first female “super-agents” — carving out her place in a male-dominated industry.
With over 30 years at the centre of golf, Vicky lifts the lid on shaping high-stakes careers — from Ryder Cup players to Solheim Cup icons, including Charley Hull, Justin Rose and Sam Torrance — unpacking the agent vs. manager dynamic, the reality behind million-dollar partnerships, and the relentless pressure that comes with peak performance.
Set against a sport in flux, she also shares her view on the disruption caused by LIV Golf and what is shaping the sport’s next chapter.
This is the business beyond the fairway. Listen now.
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