Case Study 1 — Corey Vann: From CAA to Lift Sports Management
The Move:
Former CAA Sports partnerships executive Corey Vann has joined Lift Sports Management as its first Chief Marketing Officer (CMO). He reports directly to Lift co‑founder Donnie McGrath and is based in the Philadelphia area, with weekly interaction at Lift’s New York office. (Sports Business Journal)
Background & Career Path:
- Vann spent a decade at CAA, one of the most influential sports and entertainment agencies globally.
- He started in the mailroom and worked across divisions, including a broad role in CAA’s basketball segment focused on partnerships and off‑court brand growth for elite NBA talent.
- His experience includes strategic brand work and business development for high‑profile players such as Devin Booker, Donovan Mitchell, Jalen Brunson and Karl‑Anthony Towns. (Sports Business Journal)
Role & Objectives at Lift Sports:
As CMO, Vann will:
- Build and lead Lift’s marketing division from the ground up, aiming to expand it to ~15 marketing professionals separate from the agent roster.
- Lead talent marketing and partnerships for Lift’s roster across the NBA, NFL, WNBA, NIL clients and media personalities.
- Focus on client retention — especially around crucial moments like the NBA Draft cycle — by enhancing brand and business development support.
- Explore new divisions and business lines beyond traditional athlete representation. (Sports Business Journal)
Impact on Lift Sports:
Lift Sports is a growing athlete representation agency (founded 2020) that now represents nearly 18 NBA clients, ~60 NFL athletes, and WNBA talent, alongside G League and international players. Marketing leadership is seen as key to differentiating in a crowded agency landscape. (liftsm.com)
Case Study 2 — Strategic Marketing as a Growth Lever
Why This Matters:
In the modern sports business, marketing strategy is no longer auxiliary — it’s central to how agencies add value to athlete careers beyond contracts. Effective marketing helps:
- Increase athlete visibility and brand value
- Amplify endorsement, partnership and off‑court revenue opportunities
- Strengthen loyalty and journey continuity from pre‑draft to peak career
By elevating Vann to CMO, Lift acknowledges the importance of brand elevation and business development as core functions, not just support services.
Veteran Perspective (Industry Context):
Sports agency marketing executives with deep partnership and creative experience — especially those who’ve worked in a full‑service agency like CAA — bring institutional knowledge of athlete branding, corporate sponsorship integration, and cross‑platform media activation. This can accelerate market entry and competitive differentiation for a newer player like Lift. (Sports Business Journal)
Commentary & Reaction
Corey Vann’s Own View:
Vann has explained that taking on the CMO role at Lift feels like an evolution in responsibility and vision: building a team and a strategic marketing foundation offers a once‑in‑a‑career opportunity, especially pertinent in his mid‑30s. Creating sustained value for clients through marketing is a core emphasis for him. (Sports Business Journal)
Agency Leadership Position:
Lift co‑founder McGrath has signaled that hiring a seasoned executive like Vann reflects ambition beyond representation into business growth, diversification and marketing innovation. This suggests a broader strategy where the agency becomes not only an advocate for athlete deals but also a creator of business opportunities around its talent. (Sports Business Journal)
Industry Commentary:
Sports business executives often highlight that athlete marketing and brand strategy roles used to be peripheral — now they’re core drivers of athlete value and agency reputation. Specialists with deep agency roots (like Vann’s CAA experience) are prized for shaping holistic athlete platforms that extend past individual endorsements to scalable, sustainable brand ecosystems.
Strategic Implications for the Sports Marketing Space
Why Agencies Are Creating CMO Roles:
- Competition for talent: Agencies need to offer 360° career support — contracts, media, digital presence, branding, and long‑term monetization paths.
- Draft pipeline influence: Effective marketing can influence athlete decisions about representation before and during the draft.
- Brand partnerships: A strong marketing team embeds athletes into corporate sponsorship and lifestyle partnerships more convincingly.
With agencies expanding services into creative, content and PR operations, the role of a dedicated CMO bridges traditional representation and modern brand development strategy.
Key Takeaways
| Area | Impact |
|---|---|
| Vann’s Background | Brings high‑level agency marketing expertise from CAA, including partnerships for NBA stars. (Sports Business Journal) |
| Lift’s Growth Strategy | Marketing now central to client retention, brand growth and business diversification. (Sports Business Journal) |
| Industry Evolution | Sports agencies increasingly treat marketing leadership as core strategic capability. (Sports Business Journal) |
| Client Focus | Emphasis on brand value and off‑court opportunity as well as athletic performance. (Sports Business Journal) |
Here’s a case‑study and commentary‑focused overview of the recent CAA basketball executive joining Lift Sports Management to lead marketing strategy, including real examples, key objectives and industry reaction — based on verified reporting: (Yahoo Sports)
Case Study 1 — Corey Vann’s Strategic Move from CAA to Lift Sports Management
Background
Former CAA Sports partnerships executive Corey Vann has been named Chief Marketing Officer (CMO) at Lift Sports Management, a fast‑growing athlete representation agency. Vann spent a decade at CAA, rising from the mailroom to a senior role focused on brand strategy and off‑court deals for top NBA talent. (Sports Business Journal)
At CAA, he worked on strategic brand development and partnership deals for elite players such as Devin Booker, Donovan Mitchell, Jalen Brunson and Karl‑Anthony Towns — experience that shaped his expertise in athlete branding and marketing. (Sports Business Journal)
New Role at Lift
As CMO, Vann will:
- Build Lift’s marketing division from scratch, with a planned team of ~15 marketing professionals separate from agent operations.
- Oversee all talent marketing and partnerships across Lift’s roster — including NBA, NFL, WNBA, NIL and media personalities.
- Focus on client retention and brand value creation, particularly during critical times like the NBA Draft cycle.
- Explore new business development areas and divisions beyond Lift’s current scope.
✦ These responsibilities aim to turn marketing into a core driver of athlete value and agency differentiation rather than an auxiliary service. (Sports Business Journal)
Case Study 2 — Marketing’s Role in Client Retention and Growth
Marketing as a Differentiator
One of Vann’s stated goals is to help Lift retain clients through their transitional periods — especially as athletes approach the NBA Draft. In 2025, Lift lost some lottery picks before the NBA Draft, underscoring how value beyond contracts — like brand development and off‑court strategy — can influence athlete decisions. (Sports Business Journal)
His strategy reflects broader industry shifts where:
- Marketing and brand positioning play a key role in an athlete’s decision‑making about representation.
- Agencies increasingly view marketing as tied to long‑term revenue opportunities (endorsements, media, lifestyle partnerships), not just contract negotiations.
This trend parallels how other top agencies are expanding services to include content creation, fashion partnerships and media development roles. (Sports Business Journal)
Commentary from Key Figures
Corey Vann
Vann described the role as “a new challenge and an opportunity to build something impactful” — emphasizing leadership over marketing execution and the chance to shape Lift’s identity in a competitive agency market. (Sports Business Journal)
“Being in my mid‑30s, it was something I’d regret for the rest of my life if I didn’t pursue it,” he said, highlighting personal ambition as a factor in making the move. (Sports Business Journal)
Lift Sports Leadership
Lift co‑founder Donnie McGrath has framed the hire as an intentional expansion beyond traditional athlete representation into holistic business development — with marketing now seen as central to how the agency adds value for clients. (Sports Business Journal)
This mirrors a broader industry pattern of agencies hiring marketing and brand experts to extend client engagement beyond playing careers — into branding, content, sponsorships and lifestyle strategies. (Sports Business Journal)
Industry & Public Reaction
Strengthening Agency Competitiveness
Sports business observers see Vann’s transition as part of a larger agency evolution where marketing expertise is prized for:
- Differentiating smaller or newer agencies against legacy players like CAA, Wasserman or Excel.
- Building brand ecosystems around athletes early in their careers, not just negotiating contracts.
- Enhancing long‑term revenue streams via endorsements, media, digital content and personal branding.
This shift is part of a larger trend where agencies are expanding services, sometimes hiring marketing talent without traditional agent backgrounds but with deep industry networks. (Sports Business Journal)
Talent Mobility
Vann’s departure underscores how movement of high‑performing marketing executives between agencies (from CAA to Lift in this case) can accelerate innovation in client services and culture — a dynamic similar to hires of leading agents and strategists in past years when firms sought competitive edge. (Sports Business Journal)
Key Takeaways: What This Means for Lift and the Industry
| Aspect | Impact |
|---|---|
| Role Expansion | Marketing leadership elevated to executive strategy rather than support function. |
| Agency Differentiation | Helps Lift compete with larger agencies by offering enhanced off‑court value. |
| Athlete Retention | Strategic branding and marketing aimed at improving client loyalty and career development. |
| Industry Trend | Reflects broader move towards holistic athlete services beyond contract negotiation. |
Summary
The hiring of Corey Vann — a seasoned CAA basketball executive — as CMO of Lift Sports Management represents a strategic pivot for the agency to build a structured, forward‑looking marketing division. This move highlights how modern sports agencies increasingly view brand strategy, client development and talent marketing as essential tools for growth, client retention and competitive differentiation in an evolving talent representation landscape. (Sports Business Journal)