Alexandra Meaza Turns Athletes into Brands

The Sports and Entertainment Group provides a wealth of services to the top-flight professional athletes it represents. Job one for Vice President Alexandra Meaza is advising clients to view themselves as CEOs of their own brands.

Her firm creates a brand with a unique story and style for each client and then works to create multiple revenue streams for them. She stays on top of market research and trends to find the right opportunities.

Central to The Sports and Entertainment Group's philosophy is their annual client retreat. Meaza says she's very selective about who she invites. City National's Senior Vice President of Sports and Entertainment Banking Boris Gluzberg was very impressed by the event when he attended.

City National and The Sports and Entertainment Group have a shared approach that starts with getting to know each client on a personal level. Meaza says her firm doesn't sign just the player, but the athlete's entire family. Gluzberg can relate. “We could be talking mortgage or loan, and we'll have mom on the phone," he says. “People don't work in a vacuum."

Learn more about Meaza in this episode of Beyond the Spotlight, City National's video series highlighting sports and entertainment professionals.