Talent and sports agency powerhouse Creative Artists Agency (CAA) Sports has acquired the consumer licensing agency Fermata Partners, according to SportsBusiness Daily. Both parties seem to be excited about the new venture. CAA Sports strengthens its already premiere client list with more branding and licensing, while Fermata Partners gains access to some of the top athletes and brands in the world, in addition to the college and professional partners Fermata currently has.
Fermata Partners updated its Twitter page with a simple statement from the Fermata team. The tweet was headlined with “The next chapter begins.”
“Fermata Partners has been acquired by CAA Sports. Our people, mission, values, vision, name, and offices will all remain the same… This alignment advances our singular vision: To earn the opportunity to sit alongside our clients to rewrite the future of licensed consumer products…”
Founded in 2012 and based in Atlanta, GA, Fermata Partners already has licensing and branding deals with the University of Oregon, University of Georgia, Liverpool Football Club, and Tottenham Hotspur Football Club in just the last 8 months. CAA Sports represents more than 1,000 athletes in the world, including Cristiano Ronaldo, J.J. Watt, Richard Sherman, Chris Paul, Carmelo Anthony, Sidney Crosby, and Buster Posey. CAA Sports provides licensing and endorsements in addition to athlete representation, as well as sponsorships and broadcast rights. This appears to be a win-win for both parties.