CAA Sports, a division of entertainment and sports agency Creative Artists Agency (CAA), has been appointed by City Football Group (CFG) to develop global partnerships.
Working alongside CFG’s in-house sales team on a range of projects, CAA Sports will have an initial focus on orchestrating significant global agreements for CFG’s clubs with leading brands.
CFG is the owner of football-related businesses in major cities around the world, including football clubs, academies, technical support, and marketing companies. Most notably, CFG includes English Premier League leaders Manchester City, Major League Soccer’s New York City FC, the 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.
Since its formation in May 2013, CFG has experienced significant growth, having expanded to 10 offices around the world. Alongside its commercial headquarters in London, the Group operates from Manchester, Abu Dhabi, Girona, Melbourne, Montevideo, New York, Shanghai, Singapore, and Tokyo. The news follows a successful year for CFG, which has seen innovative global partnerships with the likes of Amazon, Gatorade and Nexen Tire.
“City Football Group is a unique football organisation 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.”
City Football Group joins CAA Sports’ existing portfolio of properties, which includes Formula One, Red Bull Racing, the Golden State Warriors, and Riot Games’ League of Legends, among others.