A sports promoter works to benefit athletes by managing their careers, facilitating opportunities for competitions, sponsorships, and collaborations with brands. They provide essential services such as marketing, public relations, and event promotion, helping athletes gain visibility and recognition. Additionally, promoters often negotiate contracts to ensure fair financial compensation for athletes' participation in events. By working closely with both athletes and organizations, sports promoters play a crucial role in navigating the complexities of the sports industry, allowing athletes to focus on their performance while maximizing their potential for success.