“Momagers” is a term used to describe a parent who also acts as a business manager for their children who are becoming famous or are famous. Parent managers are commonly found managing their children in industries such as sports, music, acting and modelling. As a manager, parents are given increased control over media engagements, brand deals as well as industry-specific decisions such as training schedules/locations or coaching for athletes. Examples of “momagers” include Kris Jenner to her Kardashian/Jenner daughters, Richard Williams to tennis prodigy daughters Serena and Venus Williams or Matthew Knowles to his daughter Beyoncé.