Long before she became a co-founder of SMAC Entertainment—a premier talent and brand management firm representing icons like Deion Sanders, Erin Andrews, and Michael Strahan—Constance Schwartz-Morini was already honing the negotiation skills that would define her career. Her first major “deal” didn’t happen in a boardroom, but in a high school biology classroom.
The Origins of a Negotiator
Morini’s journey into the world of deal-making began with a simple trade-off. As a teenager, she was a competitive bowler but had opted out of the high school team, feeling it wasn’t “cool” enough for her image at the time. That stance changed when a biology assignment required students to dissect a frog—a task she found unbearable.
Recognizing an opportunity, Morini approached her biology teacher, who also happened to be the bowling coach. She proposed a deal: she would join the school bowling team if she were exempt from the dissection. The teacher agreed.
“It was a combination of all the things you learn from participating in sports. I literally negotiated my first NIL deal, I guess,” Morini jokes, referring to the modern concept of Name, Image, and Likeness rights.
This early incident highlighted the instincts that would later fuel her success: strategic thinking, creative problem-solving, and the courage to advocate for oneself.
Lessons from the Field
Sports have been a constant in Morini’s life since childhood. Growing up in Yonkers, New York, she started with T-ball at age six, moved to softball through high school, and competed in the Greek Orthodox Youth of America’s “Olympics” at Syracuse University.
However, Morini emphasizes that sports taught her more than just bargaining tactics. For her, the core value was teamwork.
- Grace in Defeat: Morini believes that knowing how to lose with dignity is as crucial as celebrating a win. “Do I get every deal I want? No,” she admits. “Does it sting? Yes. But you’ve got to take the loss just like you celebrate the win.”
- Playing the Role: She was never a star athlete, but she found pride in contributing to the team’s success. Whether it meant crouching low to make the strike zone smaller in baseball or supporting a larger mission, she understood the value of doing what was necessary for the collective good.
“I fight for the underdog because I am the underdog,” she says.
Building an Empire in Sports and Entertainment
Morini’s professional career began in 1991 as an assistant in the NFL. Over the next decade, she climbed the ranks, eventually becoming the director of television programming and launching the league’s entertainment marketing division. In this role, she secured talent for Super Bowl events, often leveraging the spectacle of the games to attract artists.
After a brief period in the music industry, she moved to Los Angeles to join The Firm, a multidisciplinary talent management agency. Initially hired for strategic marketing, she soon became the lead manager for Snoop Dogg. Over ten years, she guided his brand evolution, produced reality television, and secured major commercial partnerships.
In 2011, Morini co-founded SMAC Entertainment with Michael Strahan. What started as a “kitchen-table startup” has grown into a bicoastal powerhouse. Today, SMAC represents a roster that includes Hall of Famers, Heisman Trophy winners, broadcasters, and entrepreneurs, producing premium content and building businesses that extend far beyond athletic performance.
Culture Over Scale
Despite SMAC’s significant growth over the past 15 years, Morini insists that the company’s culture remains its most vital asset. She prioritizes an environment where employees feel heard and valued, regardless of their position.
- Long-Term Loyalty: Many team members have stayed with Morini for a decade or more, some starting with their very first professional jobs.
- Mentorship: She takes pride in former employees who now lead divisions at other major sports and entertainment agencies.
- Humility and Purpose: Morini combines confidence with humility, focusing on the people she serves rather than the spotlight. “I don’t look at [helping the next generation] as a responsibility; it’s just in my DNA,” she says. “If one conversation can help change someone’s attitude or outlook, it’s worth it.”
Breaking Down Barriers
Morini is candid about the “boys club” mentality that still persists in the sports and entertainment industries. Rather than complaining, she chooses to strategize and build power. When faced with gatekeepers who refuse to open doors for women, her response is characteristically bold:
“I’ll just go buy the building.”
Rapid-Fire Advice for Women in Sports
Morini offers four key principles for women navigating the sports industry:
- Don’t give up.
- Don’t take “no” personally.
- Match the work ethic of your leaders.
- Turn losses into lessons.
Conclusion
Constance Morini’s career is a testament to the power of leveraging early experiences into professional strengths. By combining the teamwork and resilience learned on the playing field with sharp negotiation skills, she has not only built a successful business but also paved the way for others in a historically male-dominated industry. Her story reminds us that success is often less about being the star player and more about understanding the game, playing your role effectively, and never stopping the pursuit of a better deal.
