CAA Sports to lead City Football Group’s commercial drive

Manchester City parent company brings in sports agency to develop global partnerships.

CAA Sports to lead City Football Group’s commercial drive

City Football Group (CFG), the company which owns English soccer giants Manchester City and a host of other teams around the world, has appointed the CAA Sports agency to lead its commercial drive.

CAA Sports will work alongside CFG’s in-house sales team on a range of projects, with an initial focus on securing significant global agreements for its clubs with leading brands.

CFG, which also owns Major League Soccer’s (MLS) New York City FC, the A-League’s Melbourne City FC, La Liga’s FC Girona, Japanese side Yokohama F Marinos, and the Uruguayan Primera Division’s CA Torque, has ten offices around the world, and has recently secured global partnerships with the likes of Amazon, Gatorade and Nexen Tire.

Given CFG's current stable, speculative reports suggest that the appointment of CAA comes as City's owners are looking to move into the Chinese market.

The deal sees CAA strengthen its budding portfolio of sports properties, which includes partnerships with motorsport’s Formula One, National Basketball Association (NBA) champions the Golden State Warriors, and Riot Games’ League of Legends esports competition.

“City Football Group is a unique football organisation that is growing globally at an unprecedented pace,” said Paul Danforth, global head of sales for 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 groundbreaking partnerships with Gatorade and Amazon are the first outcomes of our collaboration.”