SBJ/Nov. 25-Dec. 1, 2013/Media

CineSport, Legacy Agency linking up

Digital video developer and syndicator CineSport has struck a partnership with talent representation and marketing outfit The Legacy Agency to create and distribute video content built around the agency’s clients.

The Legacy Agency will make video distribution to CineSport’s base of more than 400 clients a component of its endorsement packages for its athlete and broadcaster clients. The two companies also will co-create exclusive video programming featuring many of those personalities.

The Legacy Agency represents dozens of current athletes and broadcasters, including New York Yankees pitcher CC Sabathia, pro golfer Jim Furyk and Fox Sports lead football analyst Troy Aikman. The New Jersey-based CineSport’s video clients include the Los Angeles Times, The Boston Globe and USA Today Sports Media Group, and reach a total audience of more than 7 million monthly unique users.

Both companies declined to outline specific video segments under development. Content from the alliance should start appearing early next year and include commentary and breaking news analysis, long-form interviews, and sponsor-driven packages. This would augment CineSport’s current offerings, which consist heavily of game highlight packages.

“We’re both really playing to our strengths, and this is another way to enhance the reach of our clients digitally beyond their own social media followings,” said Mike Principe, The Legacy Agency chief executive. “We think this is something that will really enhance the value of our clients in the marketplace.”

Financial terms were not disclosed, but for video folded into larger endorsement deals for clients of The Legacy Agency, the companies will participate in a revenue-sharing agreement. For newly created content series, the pair will act as equity partners.

“The ability to deal directly with talent and have true speed to market is a big leg up for us,” said Michael Dresner, CineSport chief operating officer.

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