WHO WE ARE

At Farmer Sports Management, we believe sports are more than a game

Impact.

Identity. Influence.

Innovation.

Growth.

Efficiency. Innovation. Empowerment.

Meet Our Founder

Farmer Sports Management was founded by Keonna Farmer, a Division I Hall of Fame athlete, record-breaker, and purpose-driven leader whose career spans elite athletic leadership, education, nonprofit leadership, business consulting, and media.

Keonna understands the athlete's journey from the inside out, the pressure, the spotlight, the short career window, and the uncertainty of life after sports. FSM was built to address the gaps traditional agencies often ignore: identity, transition, community impact, and long-term brand value.

With over a decade of experience across sports, business, philanthropy, and education, FSM equips athletes with the tools, strategies, and connections needed to win beyond the game

Our work is:

Personalized, not packaged

Time-sensitive, not reactive

Purpose-aligned, not trend-driven

Circle-aware, not athlete-only

Our Mission

To empower athletes to maximize their influence, elevate their personal brands, and create meaningful, sustainable impact—through strategic advising, brand management, and purpose-driven philanthropy.

Our Mission

We envision a sports industry where athletes are not only compensated for performance, but respected as leaders, entrepreneurs, and change-makers, fully prepared for life after sports and positioned to build life on their own terms.

Our Athlete-First Philosophy

At FSM, the athlete always comes first.

We do not believe in one-size-fits-all management or transactional relationships. Every athlete’s background, goals, identity, and purpose are different—and their strategy should reflect that.

Community, Equity & Responsibility — Embedded in Our Work

Diversity, equity, inclusion, and social responsibility are not separate initiatives at FSM—they are woven into how we advise, partner, and build.
We serve athletes from diverse backgrounds and believe lived experience, cultural awareness, and representation matter in strategy and leadership. By building brands that are authentic, community-rooted, and socially aware, we help athletes connect more deeply with the people they represent and the causes they care about.

You Should also be aware that

Our philanthropy consulting—backed by a grant funding team with $10M+ secured—ensures that community impact is not symbolic, but fully funded, measurable, and sustainable.

Also We Ensure That

Integrity guides every aspect of our work. We uphold transparent practices, ethical advising, and long-term thinking—because legacy matters more than headlines.

Community, Equity & Responsibility — Embedded in Our Work

Diversity, equity, inclusion, and social responsibility are not separate initiatives at FSM, they are woven into how we advise, partner, and build.
We serve athletes from diverse backgrounds and believe lived experience, cultural awareness, and representation matter in strategy and leadership. By building brands that are authentic, community-rooted, and socially aware, we help athletes connect more deeply with the people they represent and the causes they care about.

You Should also be aware that

Our philanthropy consulting—backed by a grant funding team with $10M+ secured—ensures that community impact is not symbolic, but fully funded, measurable, and sustainable.

Also We Ensure That

Integrity guides every aspect of our work. We uphold transparent practices, ethical advising, and long-term thinking—because legacy matters more than headlines.

Why Farmer Sports Management Is Different

We are not a replacement for agents or PR teams.
We are the strategic layer most athletes are missing.

FSM works alongside agents, managers, and publicists to add value where traditional models fall short:

Not just management

We collaborate with agents and PR teams to enhance brand value, not compete with contracts.

Sports philanthropy expertise

We help athletes give back with purpose through grant-backed funding, structure, and recognition.

Career longevity focus

We prepare athletes early for life after sports, not after the checks stop.

Elite-level strategy

We position athletes for sponsorships, media, ventures, and post-career success with clarity and intention.

We are not a replacement for agents or PR teams.
We are the strategic layer most athletes are missing.

We works alongside agents, managers, and publicists to add unconventional value where traditional models fall short.

Circle empowerment

Through our 360 Money Planning Sessions, we extend support beyond the athlete to their parents, partners, and trusted supporters, helping build a strong ecosystem of opportunity rather than pressure or liability.

What We Do

Personalized Monthly Retainer Advising

Ideal for athletes with fewer than five years of expected professional play—focused on maximizing the current window while building a powerful transition plan.