Last Updated on August 15, 2026
Three of Irish racing’s best-known former jockeys have joined forces to launch a new management agency designed to give professional riders the kind of support long enjoyed by athletes in other sports.
Complete Sports Management (CSM) officially launched in May 2026 and brings together Ruby Walsh, Fran Berry and Emmet McNamara alongside chartered accountant and Managing Director JP Wynne.
Based in Clonmel, County Tipperary, the agency offers a complete management service for jockeys, covering everything from sponsorship deals and public relations to tax planning, financial management and commercial partnerships.
The new business has already made a strong start, with around 40 jockeys signing up and several major brands already involved.
Why CSM was created
Professional jockeys face pressures that few other athletes experience.
Alongside the demands of race riding, they must deal with sponsorship opportunities, media commitments, financial planning, tax returns and business decisions, often with little structured support.
McNamara summed up the changing role of the modern jockey perfectly at the launch.
“Gone are the days of sorting out your tax return on the way to the races; the job is tough enough.”
That simple statement captures the thinking behind Complete Sports Management.
The aim is to remove as many off-track distractions as possible, allowing jockeys to focus on what they do best while experienced professionals handle the business side of their careers.
JP Wynne has spent more than 20 years working as a chartered accountant with professional Flat, National Hunt, apprentice and amateur jockeys. During that time, he saw first-hand how difficult it could be for riders to balance the demands of elite sport with increasingly complex financial and commercial responsibilities.
CSM has been created to bring all of those services together under one roof.
Why these three former jockeys matter
The involvement of Ruby Walsh, Fran Berry and Emmet McNamara gives the new agency immediate credibility.
All three understand exactly what professional jockeys experience because they have lived it themselves.
Walsh remains one of the most successful jump jockeys in history. During a remarkable 24-year career he rode 2,767 winners across Ireland and Britain, won the Grand National aboard Papillon in 2000, claimed two Cheltenham Gold Cups on Kauto Star and finished as leading rider at the Cheltenham Festival on 11 occasions. Since retiring in 2019 he has become one of racing’s most respected television analysts.
Berry enjoyed success both over jumps and on the Flat, riding 1,387 winners during his career, including Group 1 success aboard Pathfork in the Vincent O’Brien National Stakes. Following the spinal injuries that ended his riding career in 2019, he also made a successful move into broadcasting.
McNamara is best known for producing one of the great Derby rides in recent years when steering 25/1 chance Serpentine to victory in the 2020 Epsom Derby for Aidan O’Brien. Away from the racecourse he also completed a first-class honours degree in accounting and finance before working alongside JP Wynne at SportsTax in Clonmel.
In June 2026 he was also appointed interim executive secretary of the Irish Jockeys Association, further strengthening his involvement in representing riders.
More than just an agent
Complete Sports Management is aiming to be much more than a traditional sports agency.
Rather than simply arranging sponsorship opportunities, it offers a complete support network covering commercial representation, media and public relations, tax and accountancy, financial planning, travel logistics and partnership opportunities.
The idea is that every aspect of a jockey’s career can be managed through a single organisation, reducing the administrative burden that often falls on riders themselves.
General Manager Dawn Wynne says her role is to make sure jockeys have everything they need in one place, whether that means handling day-to-day administration, introducing them to commercial partners or simply being available whenever support is needed.
It is a model that has become common across many professional sports but has rarely existed within horse racing.
Building stronger commercial partnerships
The launch of CSM is not only about helping jockeys. It is also designed to make horse racing more attractive for sponsors and commercial partners.
Walsh believes racing offers businesses a huge opportunity but says those relationships need to be managed professionally.
“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.”
Berry believes the agency can also help riders think beyond the next race.
“Our vision is simple. 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.”
A changing landscape for professional jockeys
The profile of jockeys has changed dramatically over the past decade.
Greater television coverage, social media and streaming have given many riders a much larger public profile than previous generations enjoyed. With that increased visibility has come greater commercial opportunity, but also greater responsibility.
Complete Sports Management has been launched to help riders make the most of those opportunities while removing many of the off-track pressures that come with them.
With around 40 jockeys already signed up and three of Irish racing’s most recognisable former riders helping to lead the business, CSM has made an impressive start.
If it succeeds in delivering the support it promises, it could mark an important step forward in how professional jockeys manage not only their racing careers, but everything that comes with them.
