and eventually realized her potential as a sports agent. The prospect of becoming a formidable player in the field was amplified at the 2008 Olympic Games in Beijing.
Among Holland’s roster of athletes, five brought home medals—eight in track and field—double what she amassed at the 2004 Olympics in Athens. Such revenue has increased her negotiation power. Before the 2008 games an athlete, appearance may have netted a $5,000–$10,000 fee. She can now command between $30,000 and $40,000 for an Olympic athlete. Holland also recently negotiated a multimillion-dollar deal with Nike for Olympian Walter Dix—the first and largest endorsement deal in track-and-field history for a collegiate athlete making the transition to professional competition. For 2009, Holland plans to expand into athletic management for the NFL and perhaps the NBA.