Allied Global Marketing, an entertainment and lifestylemarketing agency, has announced the creation of a new division, Allied Sports.The new venture will represent sports media and content properties and will beled by industry veteran Sean Barror.
Barror, the industry veteran who has previously worked for Excel Sports Management, Endeavor (formerly WME/IMG), AS Roma, Madison Square Garden and the Boston Celtics, will assume the role of Managing Director. “As media technology and consumption patterns evolve, demand for thought-provoking, high-quality content is growing across all media platforms. Allied Sports is in a unique position to facilitate the conversation between content creators, brand partners and discerning consumers, using quality sports content as a vehicle for driving more meaningful engagement,” said Barror.
Joining Barror are: former Chairman, President and CEO of Hill Holliday and former CEO of Boston Globe Media Partners Mike Sheehan, who will assume the role of Managing Partner and Senior Advisor; and, sports sponsorship veteran Jonathan Fedor, who will be the Head of Sales. The leadership team of Allied Sports has over 20 years of sports and entertainment industry experience and has negotiated over $1 billion worth of deals on their clients’ behalf.
In addition to the leadership team, Allied Sports has seven employees in three offices (Boston, New York and Hollywood) with a fourth coming soon in London.
The company has gotten off to a quick start, partnering with Athlete Content & Entertainment (ACE Media). ACE was launched by the NFLPA to leverage its “exclusive, unparalleled access to teams, players and proprietary events to unlock previously untapped athlete-driven sports-lifestyle content opportunities.”
When discussing the new partnership, Scott Langerman, CEO of ACE Media said, “We’re in a new era of content marketing, where the combination of authenticity and storytelling can achieve incredible results. We’re thrilled to work with Allied Sports to leverage their expertise and develop distinctive athlete-driven branded content opportunities across platforms.”