CAA has launched CAA Premium Experience, a full-service hospitality, event management and marketing practice born out of a pair of just-sealed acquisitions: corporate hospitality outfits Beyond Sports & Entertainment and Goviva. The new companies will join with CAA’s Inside Sports & Entertainment Group, acquired last year, to form the new venture.

The agency said CAA Premium Experience will have more than 50 employees servicing Fortune 500 companies across hundreds of global sports and entertainment events annually in the areas of corporate hospitality, personal appearances, and sales incentive programs.