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In the space of a week, Aidy Ward has gone from a relatively unknown agent to back page news – and in football, when agents make the news rather than fashion what it contains, that spells trouble.

Ward’s name had began cropping up in stories of Raheem Sterling’s contract stand-off as far back as January. Now, after Sterling’s interview with the BBC – something the club had no knowledge of, therefore breaking policy – Ward is the focal point.

It is Ward, 34 years old, who has been largely vilified for his role in the recent breakdown in negotiations. It is Ward who has angered the Anfield hierarchy.

But just who is the man who has suddenly become a key part of these negotiations – and, in truth, a key player in what has become an expensive tug-of-war.

Ward is no charlatan or chancer. He is also, in the purest sense, very good at his job.

He cut his teeth with Impact Sports Management and Rob Segal, both respected names in the business, with clients including Alex Oxlade-Chamberlain, Saido Berahino and, of course, Raheem Sterling.

Other members of its 200-strong stable include managers Karl Robinson and Sean Dyche, pundit Jason Roberts and Sky Sports presenter Jeff Stelling.

But Ward is now going it alone and has established his own agency – and Sterling, along with Berahino, have moved with him. Oxlade-Chamberlain is also thought to be joining.

The relationship between Sterling and Ward is apparent. Last year, Sterling sent out a tweet, wishing Ward a happy birthday. In January 2013, Sterling said: “Aidy is getting into my head to do more - do more on the pitch - and also how to behave off it.”

READ: James Pearce comment on the Sterling situation

That, understandably, was as low-profile as can be. A player paying lip service to his agent, one who he trusts.

But now, the spotlight is on Ward, and how his clients have acted over the past few months.

When West Brom striker Berahino gave an unsolicited interview to Sky Sports in February, he angered his club, who now reportedly have no plans to initiate contract talks and will consider selling the talented striker in the summer.

A familiar tale, then – although Liverpool do plan on reigniting contract talks in the summer, and have no desire to sell Sterling.

In his set-piece interview, Berahino said: “I need to stay focused on what I’m doing right now which is scoring the goals and keeping West Bromwich in the Premier League.

“If I can keep them in the Premier League and score as many goals as I can, I’m pretty sure the fans wouldn’t mind me pushing on and moving on to bigger things.”

A nod to the fans and respect to the club – but with an underlying message to communicate publicly. Berahino, like Sterling, looked to appease the fans – but it backfired.

History looks to be repeating at Anfield. In truth, this head-to-head between club and agent was over two years in the making.

In September 2012, just a month after Sterling made his first start for the club and having been called into his first England squad for the game against Ukraine, Rodgers said: “After I spoke to Roy Hodgson and Raheem, my next call was to his agent.

“I wanted him to be aware that this news was coming out and that, when it did, he wasn’t jumping in the car up to Liverpool to have a chat with me.

“I want to manage the expectations of the kid. The last thing we need is Sky Sports coming up with a yellow bar saying he has signed a five-year contract after playing two games.”

Comments which skimmed under the radar at the time, with Sterling’s advisors unknown. But they, and specifically Ward, are known now.

If Ward wanted to create a buzz around himself as he goes solo, job done. But, in reality, Ward is just doing his actual job and is trying to get the best financial deal for his client - but whether he's helped Sterling in other aspects, such as career development and the overall picture, remains to be seen.