Inside Move: CAA gets into sports game

IMG union could help duo create athletic fare

Creative Artists Agency is forming a strategic alliance with the world’s oldest and largest sports management company, Intl. Management Group. While details are still emerging, the pact would create a pool of talent into which both sides could dip.

Besides handling the business affairs of many top athletes, IMG secures marketing and endorsement contracts for its clients and promotes key sports events such Wimbledon.

IMG also has represented institutional clients such as the Vatican, the Alfred Nobel Foundation and Oxford University and non-sports clients like Elizabeth Hurley and Liv Tyler.

The thinking behind the deal is to put two market leaders together and see what happens in a variety of overlapping areas.

While CAA reps many top players in TV, film and music, such an alliance could help the tenpercentery to commission, and IMG to create, sports-themed content — whether for reality TV, drama series or motion pictures, observed Leigh Steinberg, a sports agent of 28 years.

“The sports business is shifting from individual representation to a mad rush to see who can be the first to supply content,” Steinberg said. “IMG has a massive list, but what’s more interesting is the opportunity to own equity in a show, motion picture or event.”

IMG also produces live TV events, precluding CAA taking an equity stake in the company.

IMG’s founder Mark McCormack died May 16 and was replaced by co-CEOs Bob Kain and Alastair Johnston.

More Scene

  • LOS ANGELES, CA - MAY 19:

    'Stranger Things' Team Offers Glimpses Into Season 3 at Netflix FYSee

    Creative Artists Agency is forming a strategic alliance with the world’s oldest and largest sports management company, Intl. Management Group. While details are still emerging, the pact would create a pool of talent into which both sides could dip. Besides handling the business affairs of many top athletes, IMG secures marketing and endorsement contracts for […]

  • 'Pose' TV show premiere

    Ryan Murphy Wants 'Pose' to Be 'Uplifting' for LGBTQ Community in Trump Era

    Creative Artists Agency is forming a strategic alliance with the world’s oldest and largest sports management company, Intl. Management Group. While details are still emerging, the pact would create a pool of talent into which both sides could dip. Besides handling the business affairs of many top athletes, IMG secures marketing and endorsement contracts for […]

  • DISNEY CHANNEL - "Disney Channel GO!

    Disney Channel Stars Meet With Fans at First Ever Fan Fest

    Creative Artists Agency is forming a strategic alliance with the world’s oldest and largest sports management company, Intl. Management Group. While details are still emerging, the pact would create a pool of talent into which both sides could dip. Besides handling the business affairs of many top athletes, IMG secures marketing and endorsement contracts for […]

  • Sweet Spots Post-Cannes Retreats: Portugal, Provence

    Sweet Spots for Post-Cannes Retreats: Portugal, Provence and London

    Creative Artists Agency is forming a strategic alliance with the world’s oldest and largest sports management company, Intl. Management Group. While details are still emerging, the pact would create a pool of talent into which both sides could dip. Besides handling the business affairs of many top athletes, IMG secures marketing and endorsement contracts for […]

  • Debra Birnbaum, Liz Flahive, Carly Mensch,

    Women of Netflix, Gabrielle Carteris on the Need for Female Mentorship in TV

    Creative Artists Agency is forming a strategic alliance with the world’s oldest and largest sports management company, Intl. Management Group. While details are still emerging, the pact would create a pool of talent into which both sides could dip. Besides handling the business affairs of many top athletes, IMG secures marketing and endorsement contracts for […]

More From Our Brands

Access exclusive content