CAA Brand Consulting is now the sports and entertainment agency of record for T-Mobile and will advise the company on partnership activations and talent management, the mobile giant announced on Friday.
“Sports and entertainment sponsorships play a big part in how we bring the un-carrier story to life for consumers — and as T-Mobile has evolved, so has our sponsorship portfolio,” said Mike Belcher, T-Mobile’s senior vp, business development and partnerships, in the announcement. “We recently reviewed agency relationships to ensure we’re continuing to leverage unique sponsorship activations to break through as a brand. We’re looking forward to doing amazing things with CAA!”
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Among its sports endeavors, T-Mobile has been the official wireless partner of Major League Baseball for the past decade and this summer announced a new multi-year partnership with Los Angeles Football Club (LAFC). The company also offered free MLB.TV and MLS Season Pass subscriptions to its customers earlier this year.
CAA Global Brand Consulting is a full-service marketing division within the agency and T-Mobile joins a roster of clients including Bose, Tissot, KPMG, Qualcomm and Adobe.
“Through its innovative business model and the un-carrier brand positioning, T-Mobile has been extraordinary in disrupting the telecommunications category,” said Jeff Eccleston, global co-head of CAA Brand Consulting. “T-Mobile has become such a dynamic presence in culture, and we are thrilled to partner with them to deepen that cultural impact through the creation of new and game-changing opportunities across the sports and entertainment ecosystems.”
T-Mobile will also continue to partner with Acceleration for entertainment consulting.
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