CAA Acquires Hospitality Firms

Creative Artists Agency acquired two leaders in the corporate hospitality realm June 8 that will team with CAA’s Inside Sports & Entertainment Group to form CAA Premium Experience, a full-service hospitality, event management and marketing practice.

Beyond Sports & Entertainment and Goviva each provides curated VIP experiences in sports and entertainment, food and wine, and arts and fashion events. BSE adds ticket concierge services, special events and personal appearances to the suite of services already provided by ISEG. The newly created CAA Premium Experience will be home to some 50 dedicated employees, client services in the areas of corporate hospitality, personal appearances and sales incentive programs and the all-important access to major, global events across a wide swath of “lifestyle” properties.

“The Goviva, Beyond Sports & Entertainment, and Inside Sports & Entertainment Group collective makes CAA Premium Experience the industry leader in the customer hospitality business,” said Michael Levine, co-head of CAA Sports. “We have strategically combined the creativity, innovation, and exceptional client service of the world’s most accomplished corporate hospitality executives and organizations with CAA’s unmatched resources and relationships within entertainment, sports, and pop culture to create a division that will deliver world-class VIP experiences for customers globally.”

CAA last year acquired ISED, which now manages hundreds of events a year. The creation of CAA Premium Experience will be complementary to CAA Sports as it faces increased competition from rival WME/IMG.