Ruby Walsh, Fran Berry and Emmet McNamara launch agency to transform ‘Business of Racing’ for jockeys Ruby Walsh, Fran Berry and Emmet McNamara have joined forces to launch a brand new sports management agency, Complete Sports Management (CSM), to help jockeys navigate financial opportunities in the sport. The former weighing room colleagues, alongside chartered accountant JP Wynne, have formed the organisation to provide support specifically to jockeys, covering commercial representation, PR and media, tax and accounts, financial planning, travel logistics, and group partnership deals. Solving a Problem for Jockeys Jockeys operate in one of the most demanding elite sports environments in the world. The commercial and administrative pressures off the track continue to grow. Complete Sports Management removes that burden. Co-Founder JP Wynne commented “Through my accountancy practice, I’ve worked with professional flat, national hunt, apprentice and amateur jockeys for over twenty years. “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.” He continued “Simply put CSM was built to give jockeys peace of mind. We handle the business, so they can focus entirely on racing.” The agency offers: Commercial and sponsorship negotiation PR management and media training Financial management and tax compliance Group insurance and financial partnerships Long-term financial planning Travel and logistical coordination By centralising these services under one roof, CSM ensures that jockeys operate with professional structure, financial clarity and long-term career security. CSM General Manager, Dawn Wynne commented “My role at CSM is to make sure every jockey we work with has everything they need in one place. 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.” Creating Opportunity for Brands The agency also addresses a second, equally important challenge: access. For many companies, horse racing offers a powerful but often fragmented sponsorship landscape. Identifying the right jockey to align with, negotiating agreements, and activating partnerships with racing authorities can be complex without the right intermediary. Complete Sports Management provides a streamlined solution. Co-Founder and former Champion Jockey, Ruby Walsh said “Horse-racing offers brands authenticity and huge opportunities with national and international visibility — but it needs to be done properly and professionally. “Complete Sports Management acts as the bridge between ambitious brands and Irish jockeys. We create partnerships that are aligned, strategic and mutually beneficial.” Through CSM, companies gain: Direct access to talented brand ambassadors Structured sponsorship packages that deliver Contract negotiation and compliance Activation support and PR amplification Brand alignment and long-term partnership strategy The result is commercially sound partnerships that increase brand awareness while supporting sportsmen and women’s careers. A Long-Term Vision The long-term ambition of CSM is to elevate the standard of athlete management within Irish racing and beyond. The agency aims to professionalise commercial representation in racing and increase sponsorship investment into the sport. It will support Irish sportspeople beyond their competitive careers and build sustainable, compliant financial futures for all. “Our vision is simple,” Retired jockey, Racing TV presenter and CSM co-founder Fran Berry 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 might be better known for his Epsom Derby win but these days he works as a chartered accountant within the bloodstock side of the industry. “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. “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.” commented McNamara. With 40 jockeys already signed up and noteworthy brands, such as Finance Ireland, McCarthy Insurance Group and Travel Counsellors on board, watch this space carefully and click here for further information.
