Agency Landscape Down to ‘Big Three’ After Merger

A major transaction is bringing Cristiano Ronaldo onto the same team as Kyler Murray — and Tom Hanks.

Creative Artists Agency acquired ICM Partners, completing a seismic shift in the agency landscape.

• The $750 million deal values the combined agency at $5 billion.
• The deal was initially agreed to in September but was held up by investigations from the Department of Justice and Federal Trade Commission.
• The combined company boasts more than 3,200 employees, but 105 of ICM’s 425 staffers will reportedly be let go.

With the closing of the deal, the “big four” U.S. agencies became the “big three,” alongside Endeavor-owned WME and United Talent Agency.

All three have been on an expansion path, with Endeavor acquiring sports betting company OpenBet and nine minor league baseball teams in the last year. 

Super Team

CAA represents more than 2,000 athletes including Ronaldo, Aaron Rodgers, Shohei Ohtani, Chris Paul, and Dwyane Wade.

ICM acquired NFL-focused agency Select Sports Group in July 2021, bringing in Kyler Murray, Andy Dalton, and Colin Kaepernick, among others. ICM Stellar Sports, which represents soccer talent including Jack Grealish, Eduardo Camavinga, and Yéremy Pino, was formed after ICM purchased Stellar in October 2020.