Sports representation agency Steinberg Moorad and Dunn, a subsidiary of Assante Corp., has filed a lawsuit against David Dunn, a former partner in the firm.

The lawsuit was filed yesterday with the Superior Court for the County of Los Angeles after talks to resolve contractual issues between the parties reached an impasse last week.

SMD said it is confident that its rights are well secured and the company would prevail in the dispute after documentary evidence and testimony have been presented in the appropriate forum.

Assante had previously announced that it has initiated the branding and integration of its sports representation firms. The strategy will unite Assante’s four sports agencies under the Assante brand this year.

Responsibility for athlete representation in baseball, football, basketball and hockey will be divided among key sports agents. Jeff Moorad will continue to be responsible for the baseball practice, Eugene Parker will manage the football practice, Dan Fegan will head up basketball and Mike Gillis will be responsible for the hockey practice.

Leigh Steinberg, chairman of the Assante Sports Management Group, said the branding exercise leverages the power, reach and integrity of the Assante brand. “Assante Sports Management Group will capitalize on its founding firms’ collective talents and expertise and will work together to expand the client base and develop new business opportunities, such as marketing and endorsement opportunities for clients and consulting services to corporations, colleges and sports teams,” Steinberg said.