January 29 – City Football Group (CFG), the expanding ownership group that includes Manchester City and New York City FC, has increased its commercial representation reach via a partnership with CAA Sports.
CAA Sports is a division of Creative Artists Agency (CAA), and is best known for making its its name representing action and writing talent in the entertainment business. It has expanded rapidly in the sports area and now has over 1,000 athletes under representation (mainly in the US) and has expanded into both broadcast and sponsorship/commercial deal making.
CFG’s club platform has become increasingly global with A-League’s Melbourne City FC, La Liga’s FC Girona, J-League’s Yokohama F Marinos, and the Uruguayan Primera Division’s CA Torque, alongside Man City and NYCFC.
CAA Sports brief is to develop global partnerships alongside CFG’s in-house sales team.
“City Football Group is a unique football organization that is growing globally at an unprecedented pace,” said Paul Danforth, Global Head of Sales, CAA Sports. “We are excited to be helping CFG commercialise this potential and bringing blue chip brands on board as partners of CFG clubs. Two ground breaking partnerships with Gatorade and Amazon are the first outcomes of our collaboration.”
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