T-Mobile Names CAA Brand Consulting its Sports & Entertainment AOR

By Kyle O'Brien 

T-Mobile has named CAA Brand Consulting its sports and entertainment agency of record. CAA will support brand consulting, partnership activations and talent management within the brand’s growing sponsorships portfolio.

“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, svp, business development and partnerships at T-Mobile in a statement.

Belcher went on to say that the brand recently reviewed agency relationships to ensure it would continue to leverage unique sponsorship activations, though there was industry speculation that the move was to consolidate its sports shops.


“We’d like to thank the talented teams we heard from throughout this process. We’re looking forward to doing amazing things with CAA,” added Belcher.

T-Mobile thanked its teams at 160over90 and Genesco Sports Enterprises for their partnerships over the years and the roles they have played in helping the brand evolve its sports partnerships, which now include numerous MLB team deals, a sponsorship of the SEC Network and sponsorships of the upcoming F1 race in Las Vegas and naming rights to the Las Vegas Golden Knights arena.

“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 in a statement. “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 continue to partner with Acceleration on entertainment consulting.