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Volume 23 No. 23
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Forty Under 40: Lloyd Frischer

Photo: caa
Photo: caa
Photo: caa

Lloyd Frischer has negotiated a variety of endorsements for CAA Sports’ 70 NBA player clients — from rookies to veterans — with blue-chip and global brands. 

“Lloyd has been instrumental in helping fuel the growth of our basketball division into a globally impactful business,” said Michael Levine, CAA Sports co-head. “He has an excellent ability to be a fervent advocate and salesperson for our clients, while simultaneously serving as a consistent and reliable resource for our buyers. He understands the rapid pace of change within the basketball landscape and is always quick to evolve along with our clients’ wants and needs.”

Co-Head, Basketball Marketing, CAA Sports

Age: 39

Born: Brooklyn

Education: University of Wisconsin-Madison, B.S., consumer science 

Family: Wife, Solange; children, Phoebe (5), Daphne (2)

What gets you fired up? Watching my 5-year-old daughter play organized basketball. I’m definitely going to be THAT dad.

Profession you’d most like to attempt: Professional golfer. 

Guilty pleasure: Reality TV.

Something your friends would consider “so you”: I tend to tell bad jokes that only I laugh at.

Could not go a day without: Instagram. I have a slight issue. 

Cause supported: Harlem Academy (guides promising, low-income students to thrive at the highest academic levels and one day make a mark on the world.)

Person in the industry you’d most like to meet: Vince McMahon.  

Ideal day off: Playing a round of golf with friends and then taking my daughters to the driving range to teach them the game.

Since joining CAA Sports in 2010, Frischer has arranged endorsements with companies such as Adidas, Beats by Dre, ExxonMobil, Fanatics, Foot Locker, Gatorade, New Era Cap Co., Nike, Pepsi, Procter & Gamble, Tissot and Verizon.

He also negotiated a top rookie footwear and apparel deal for Chicago Bulls guard Kris Dunn in 2016.

In addition, Frischer secured five of the 10 NBA ambassador deals for “NBA 2K18” for Phoenix Suns guard Devin Booker, Philadelphia 76ers center Joel Embiid, Oklahoma City Thunder forward Paul George, Brooklyn Nets guard D’Angelo Russell  and Minnesota Timberwolves center Karl-Anthony Towns. Frischer also negotiated all four NBA player ambassador Gatorade deals for George, Russell, Towns and Miami Heat guard Dwyane Wade. 

“The single deal that I am most proud of is Dwyane Wade’s lifetime deal with Li Ning where we created a sub-brand called Way of Wade,” Frischer said of the agreement with the Chinese sportswear brand. 

“We started with a seven-year deal and I just negotiated a 10-year extension, so essentially those 10 years will all be retired years after Dwyane leaves the game [after this season],” Frischer said. “This year we are going to sign other NBA players to be ambassadors for Way of Wade.”