Two-time defending NASCAR Cup champion Jimmie Johnson has signed Creative Artists Agency to represent him in marketing, licensing, and endorsement deals. Michael Levine, co-head of CAA Sports, will lead a team that will attempt to capitalize on Johnson’s success on the track.
Johnson’s signing is the latest win for CAA Sports, which represents more than 350 athletes, including LeBron James, Derek Jeter, Sidney Crosby, LaDainian Tomlinson, Adrian Peterson, and David Beckham. CAA Sports football agents Tom Condon and Ben Dogra also last week signed Boston College quarterback Matt Ryan, expected to be one of the top quarterbacks in this year's NFL draft. In recent months, CAA Sports has signed the New York Yankees, the AVP Tour, and MMA brand TapouT as well.
Johnson considered eight agencies before selecting CAA Sports and Wasserman Media Group as his finalists. “We're confident that working with CAA will greatly enhance our ability to present the Jimmie Johnson brand to a variety of new and exciting marketing partners,” he says.
Johnson, driver of the No. 48 Lowe’s car, has had a wide range of endorsements and sponsorships in seven seasons with Hendrick Motorsports, including Tylenol, Gatorade, XM, and Elizabeth Arden. But John Lewensten, vice president of operations at Jimmie Johnson Racing Inc., says Johnson is seeking corporate relationships that will transcend motorsports. That strategy likely will involve fewer, but more long-lasting endorsements.