Keith Sherman & Associates
| Company type | Private |
|---|---|
| Industry | Communications, marketing, public relations |
| Founded | 1989 |
| Founder | Keith Sherman |
| Headquarters | New York City , United States |
Area served | Entertainment industry, sports, large-scale events, global corporations |
Key people | Keith Sherman |
| Products | Communications, marketing, public relations services |
Keith Sherman & Associates (KSA) operates as a communications, marketing, and public relations agency headquartered in Times Square, New York City. With a focus on the entertainment industry, KSA caters to clients involved in film, television, theatre, sports, large-scale events, and global corporations.
For close to twenty years, KSA served as the sole communications partner for The Tony Awards and maintained an 11-year relationship representing The New York Times. The agency’s portfolio also features prominent clients such as the Fortune 500 professional services company Marsh McLennan, Memorial-Sloan Kettering Cancer Center, and the Montreal International Jazz Festival.
History
Established in 1989 by Keith Sherman following his executive tenures at Solters/Roskin/Friedman and the Roundabout Theatre Company, KSA has promoted over 300 productions on both Broadway and Off-Broadway, including titles like Be More Chill, 42nd Street, We Will Rock You, and the Broadway run of the Royal Shakespeare Company.
The agency has overseen publicity campaigns for a variety of theatre honors such as The Tony Awards, the Chita Rivera Awards for Dance and Choreography, the Drama Desk Awards, and New Dramatists.
During the 1980s and 1990s, KSA represented leading Olympic gymnasts and figure skaters including Michelle Kwan, Brian Boitano, and Kristi Yamaguchi. The firm managed sensitive matters like the Nancy Kerrigan incident and Brian Boitano’s public announcement of his sexuality. In 2025, KSA was once again selected to direct international public relations efforts for U.S. Figure Skating in preparation for the 2026 Winter Olympics in Milan.
Among its recent clientele are The New York Times, 54 Below, The Bolshoi Ballet performing at Lincoln Center’s David H. Koch Theater, the Montreal International Jazz Festival, The Al Hirschfeld Foundation, Brand g Vacations, and The Pennsylvania Ballet at New York City Center.
KSA’s roster also includes renowned performers such as Liza Minnelli, Mike Birbiglia, Colin Quinn, Mandy Patinkin, and Michael Feinstein.