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The fact that it is the age of celebrity football is emphasised by the deal struck by Chelsea with Creative Agents Agency, Hollywood's most powerful talent agency. CAA represents leading names such as Steven Spielberg and Brad Pitt. But the agency also has a fast-growing sports division - CAA Sports - which has struck a commercial agreement to represent Chelsea. CAA Sports will arrange sponsorship and marketing deals for Chelsea and its star players in the US and in other international markets. The company made its first foray into football last year when it helped to orchestrate David Beckham's transfer from Real Madrid to the Los Angeles Galaxy. The Chelsea-CAA deal also covers branding, tours and stadium development.
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