Cousins' popularity continued to increase over the following seasons. In 1998, the "Herald Sun" ran a two-page article across its centre pages about 20-year-old Cousins, titled "West goes wild for the kid". The article portrayed Cousins as a sex symbol and "football's answer to Brad Pitt". When asked about the article, he said the popularity "comes with the territory... If you want to be a league footballer you have to accept that it is part of the game." Sports agent Ricky Nixon approached Cousins in 1998 about managing his endorsement deals, because "He's good-looking, he elected to stay in Perth and not play in Victoria, opposition coaches take notice of him and on top of that he's a future leader." In 1999, International Management Group, who managed sports stars such as Tiger Woods and Pete Sampras, said they would like to sign Ben, as "There is no doubt that he is now in the top bracket of players and has great marketing potential... Apart from being an outstanding footballer, he is a quality young man." Ross Nicholas, West Coast's marketing manager, said: