SBJ/March 10-16, 2014/Forty Under 40

Forty Under 40: Lowell Taub


CAA

Lowell
Taub

Company: CAA Sports
Title: Global head, sports endorsements
Age: 39
Where born: Wilmington, Del.
Education: Cornell University (B.A., psychology)
Career background: If Management, director of client services (1996-98); SFX Sports Group, multiple positions, including VP (1998-2005); GFHF Marketing & Management, founder and CEO (2005-07); CAA Sports since 2007
Family: Wife, Rebecca; son, Jakob; daughter, Hannah

Favorite apps: FatSecret, Twitter.
Guilty pleasure: Golf.
Worst habit: Not stopping what I am doing when people pop into my office.
Groups supported: Stoked, Turtle Ridge Foundation.
Person in the industry I’d most like to meet: Dietrich Mateschitz.
I have a fear of … : Needles.
Most adventurous thing I’ve ever done is … : Flying in jet fighters with the GoPro guys.
2014 will be a good year if … : It already was a good year; it got better having clients come home from Sochi with some medals (Julia Mancuso and Bode Miller, both winning bronze), and will be better if I live through my half-Ironman in May.

Lowell Taub used to negotiate about 40 endorsement deals a year, back when he was starting in the industry in the late 1990s. Now, he does about 100 a year.

“I have always been transactional,” Taub said. But one of the things Taub likes most about his job these days is doing things other than just the traditional endorsement deal, such as putting together entertainment projects for clients, or digital deals and other deals in which athlete clients receive an equity stake in addition to endorsement payments.

“The different resources that CAA has given me — that has made me so much smarter that I have been able to do other work crossing into entertainment, whether it’s Ryan Lochte’s television show, or Sanya Richards-Ross’ television show, or Kevin Pearce’s movie that premiered at Sundance and had a run on HBO,” Taub said.

At CAA Sports, Taub oversees endorsements for about 250 athletes in basketball, soccer, tennis, action sports and Olympics, as well as handling coaches and broadcasters. He oversees seven employees who represent clients, and Taub personally oversees 15 clients. Those personal clients include skier Bode Miller, action sports athletes Shawn White and Nyjah Huston, gymnast Gabby Douglas, and soccer player Cristiano Ronaldo.

SBJ Podcast:
Executive Editor Abraham Madkour and project editor Mark Mensheha talk about the Forty Under 40 selection process and the class of 2014.

In the last few years, Taub has negotiated deals that include an equity component for CAA Sports clients Dwyane Wade, Carmelo Anthony, Georges St-Pierre and Summer Sanders, among others.

Sports is a business based on relationships, and Taub’s ability to build lasting relationships with athlete clients as well as sports marketers is one big reason for his success, said Michael Levine, co-head of CAA Sports.

“His job is a lifestyle, and he lives his job — and that is one reason he is as successful as he is,” Levine said. “His relationships with his buyers and clients are really deep and personal. He’s known many of them for a long time and I think he spends a lot of time outside of the office in a social setting with both his buyers and his clients, and sometimes with clients and buyers together. So those relationships end up being at the center of a lot of the successful commerce that he is able to drive.”

— Liz Mullen

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