CAA Premium Experience, a division of leading entertainment and sports agency Creative Artists Agency (CAA), and iRENA International, China’s preeminent sports hospitality and event management company, have signed an exclusive partnership. The deal aims to create customized VIP experiences for Chinese individuals and corporations, with a preliminary focus on basketball, tennis, entertainment and fashion.

The financial terms of the deal were not disclosed but Robert Tuchman, an executive working in CAA Premium Experience, said that the deal was for four years with an option to renew. Tuchman said, "There are clauses in there to renew at any time and there is the possibility that we may do that even before this agreement is out." 

The deal gives CAA access to the Chinese market and gives iRena a vehicle to create exclusive sports and entertainment hospitality and experiences for high-net-worth individuals and companies in the country.

iRena maintains long-term partnerships with China’s Olympic team, the Chinese national football team plus many Chinese Super League teams and it co-promoted the NBA China Global Games in Shenzhen in 2015. 

The partnership with iRena is the latest step in CAA’s concerted drive to become a global player in corporate hospitality. The agency launched its hospitality and events business back in February 2014 when it acquired Inside Sports & Entertainment.

Source: BusinessWire

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