Creative Artists Agency has acquired corporate hospitality brands Beyond Sports & Entertainment and Goviva to form CAA Premium Experience, along with Inside Sports & Entertainment Group, which it bought in 2014.

CAA Premium Experience is a full-service event management and marketing practice that will complement CAA Sports’ property sales, sponsorship and corporate consulting work. CAA will be working with companies across hundreds of global sports and entertainment events annually.

“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,” said CAA Sports co-head Michael Levine, who will lead CAA Premium Experience alongside Howard Nuchow.

Goviva, founded in 2011 and headquartered in New York City, specializes in U.S. and international sporting events (including the Pacquiao vs. Mayweather fight and the World Cup), entertainment, arts & fashion, and food & wine.

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BSE, on the other hand, focuses on VIP experience packages, special events, ticket concierge services and personal appearances.

CAA Sports represents the San Francisco 49ers, NCAA, Madison Square Garden, FC Barcelona, Chelsea FC, AS Roma, the Golden State Warriors, and Red Bull Racing. It has negotiated more than $3 billion in sponsorship transactions. It also advises more than $1.5 billion in sponsorship rights deals on behalf of brands such as JPMorgan Chase, Emirates Airline, Time Warner Cable, Farmers, Mitsubishi Electric and Zurich.

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