Serie A turns to Allied Sports to accelerate US growth

by 24britishtvMay 23, 2024, 3 p.m. 28
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Italian men’s soccer’s top-tier Serie A has unveiled Allied Sports as an agency partner to support the 20-team league’s expansion efforts in the US.

The agency – which will support the North American Serie A office team, based in New York City – will be involved in devising commercial strategy and sales plans for the league in that region. The tie-up will aim to increase corporate partnership revenue, grow the league’s fanbase, and increase alignment “with like-minded brands.”

Serie A currently has five sides (a quarter of the league) under US-based ownership – AC Milan, Roma, Atalanta, Fiorentina, and Genoa.

In addition, earlier this week the Oaktree Capital US investment fund seized control of Serie A champions Internazionale (Inter Milan) after the side's previous owner, China’s Suning Group, defaulted on its debt.

In terms of players, meanwhile, US men’s national team captain Christian Pulisic currently plays for AC Milan. Since 2022, 10 US nationals have played in the league.

Andy Mitchell, North American chief executive at Serie A, said: “In Allied Sports, we have a partner that shares our vision on how we can bring brands closer to our 30 million fans in North America."

Sean Barror, Allied Sports’ founder and chief revenue officer, added: “Global soccer is rapidly gaining traction here in North America, and we believe that Serie A is poised for explosive growth, boosted by the burgeoning American influence both on and off the field.

“Allied Sports sees a distinctive opportunity for brands to connect with North American audiences by associating with Italian excellence at the dynamic crossroads of sports, culture, and entertainment."

This deal has been struck with broadcast rights for Serie A action in the US still up in the air – the league’s current deal with CBS expires at the end of this season, and as yet, no agreement for the next cycle has been struck. Games are currently shown on the CBS Sports linear television channel and Paramount+ streaming service.

The top Italian league recently agreed a content partnership with Minute Media, the digital media brand owner, to further boost its presence in North America.

This followed a strategic partnership with entertainment and sports management company Roc Nation Sports International last year.

The league’s New York office was opened in early 2022, and Mitchell was brought on board as its US managing director in May last year.

In May 2022, meanwhile, Serie A’s chief executive Luigi Di Siervo said the league “must aim to reach a turnover of at least €100 million per year [through media rights fees] in the United States.”

Allied Sports is also based in New York and was founded in 2019.

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