From Stamford Bridge to Sunset Boulevard — Peter Kenyon, the former Chelsea and Manchester United chief executive, has joined the sports division of Creative Artists Agency (CAA), which handles George Clooney, Brad Pitt and Will Smith.
However, Kenyon, 54, will not be heading for Hollywood just yet. He will be based in London as he leads CAA Sports’ attempts to expand farther into the international sports market in endorsements, sponsorship, media rights and corporate consulting, as well as representing athletes.
While with Chelsea, Kenyon brought in CAA to advise on stadium development and marketing, although he denies that he had already agreed to move to CAA before announcing in September that he would be stepping down as Chelsea chief executive.
“I have worked with CAA Sports over the past two years with Chelsea and have learnt a lot from their approach and their team culture,” Kenyon said.
Formed three years ago, CAA Sports has already become the leader in player representation in the four main American team sports, with clients including LeBron James, the Cleveland Cavaliers basketball forward, Peyton Manning, the Indianapolis Colts quarterback, and Derek Jeter, the New York Yankees shortstop.
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And its overseas operation is not doing badly, even without Kenyon. It has a partnership with the management company that represents Cristiano Ronaldo, the Real Madrid and former Manchester United forward, and Jos? Mourinho, the Inter Milan coach and former Chelsea manager, as well as links with Barcelona.
Kenyon, who remains a non- executive director of Chelsea, was headhunted from United in 2004. His job was to build Chelsea into a global brand, but although he negotiated lucrative sponsorship deals and the team were twice Premier League champions during his tenure, he will also be remembered for his embarrassing acceptance of a runners-up medal after the Champions League final defeat by United in 2008.