BEIJING (CelebrityAccess) China sports marketing and athlete representation company Momentum Sports has announced it is merging into CAA China.
The merger is expected to grow CAA China’s efforts in sports. As part of the agreement, Legend Capital, investor in Momentum Sports, will become a shareholder in CAA China. Momentum Sports founder and CEO Mark Gao will work closely with CAA China CEO Mary Gu.
“Mark Gao and his internationally-minded management team at Momentum will join our world-class sports business, helping further our efforts in China in such high-demand areas as broadcast rights, sponsorship, IP, and operation,” said Gu, who has extensive experience in sports having previously served as President of the International Special Olympics in East Asia and credited with establishing the IAAF Diamond League China League. “In this moment of remarkable opportunity in China, Momentum’s local sports insights and experience, combined with CAA’s global reach and resources, will play a key role in the continued acceleration of our growth strategy.”
Gao launched Momentum Sports in 2016 after serving as VP of NBA China where he was responsible for business development, media planning and sales in the global partnership departmental. Over the past two years, the company has worked with local and international brands like vivo, Mengniu, Home Credit, BMW and Nike.