START BOLD. START BRANDED. STAY STARTER POSITIONED.
Starter 90 helps student-athletes build authentic brands, increase visibility, and prepare for future opportunities through mentorship, storytelling, and strategic brand development.
A Message From the Founder
Sports have shaped who I am as an athlete, mentor, creative professional, educator, and brand strategist. Throughout my career, I’ve had the opportunity to work at the intersection of sports, media, marketing, storytelling, and athlete development, and one thing became clear: many talented athletes never fully realize the power of their story, their identity, or the true value of their personal brand.
That’s why I founded Starter 90.
I created Starter 90 to help the next generation of athletes build brands with purpose, authenticity, and long-term value, long before the spotlight finds them.
With professional experience in sports media, photography, videography, digital marketing, journalism, creative direction, live event production, and athlete storytelling, I’ve worked in professional sports, media, education, and high school athletics, helping individuals and organizations tell meaningful stories, build audiences, and create lasting impact. My background includes work with the Ultimate Fighting Championship, major sporting events, media organizations, and athlete development programs.
I hold a Bachelor’s in Media Communications and a Master of Science in Entertainment Business with an emphasis in Sports Management from Full Sail University, where I graduated as Salutatorian and earned Course Director Honors in Business Storytelling & Brand Development.
What I bring to athlete representation is more than contracts or content; I bring mentorship, strategic brand development, creative storytelling, and a genuine passion for helping athletes and families navigate today’s evolving sports landscape.
At Starter 90, we don’t just build athletes.
We build brands, leaders, and legacies.
— James Bates
Founder & CEO, Starter 90
“My journey was shaped by sports, molded by mentors, and grounded in the belief that success means reaching back and lifting others. Starter 90 was built to help young athletes grow, lead, build their brand, and become far more than just athletes.”
More Than Representation. We Build Athletes Into Brands.
Starter 90 is a boutique athlete brand development and representation agency designed to help student-athletes build their identity, tell their story, and prepare for opportunities both on and off the field.
