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Serie A turns to Allied Sports to accelerate US growth

Published

6 months ago

May 26, 2024

Serie A turns to Allied Sports to accelerate US growth

US males’s nationwide group captain Christian Pulisic at present performs in Serie A for AC Milan. (Marco Luzzani/Getty Photographs)

Italian males’s soccer’s top-tier Serie A has unveiled Allied Sports activities as an company accomplice to help the 20-team league’s growth efforts within the US.

The company – which is able to help the North American Serie A workplace group, primarily based in New York Metropolis – might be concerned in devising business technique and gross sales plans for the league in that area. The tie-up will goal to extend company partnership income, develop the league’s fanbase, and improve alignment “with like-minded manufacturers.”

Serie A at present has 5 sides (1 / 4 of the league) underneath US-based possession – AC Milan, Roma, Atalanta, Fiorentina, and Genoa.

As well as, earlier this week the Oaktree Capital US funding fund seized management of Serie A champions Internazionale (Inter Milan) after the aspect’s earlier proprietor, China’s Suning Group, defaulted on its debt.

When it comes to gamers, in the meantime, US males’s nationwide group captain Christian Pulisic at present performs for AC Milan. Since 2022, 10 US nationals have performed within the league.

Andy Mitchell, North American chief govt at Serie A, stated: “In Allied Sports activities, we’ve got a accomplice that shares our imaginative and prescient on how we will deliver manufacturers nearer to our 30 million followers in North America.”

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Sean Barror, Allied Sports activities’ founder and chief income officer, added: “International soccer is quickly gaining traction right here in North America, and we consider that Serie A is poised for explosive progress, boosted by the burgeoning American affect each on and off the sphere.

“Allied Sports activities sees a particular alternative for manufacturers to attach with North American audiences by associating with Italian excellence on the dynamic crossroads of sports activities, tradition, and leisure.”

This deal has been struck with broadcast rights for Serie A motion within the US nonetheless up within the air – the league’s present take care of CBS expires on the finish of this season, and as but, no settlement for the following cycle has been struck. Video games are at present proven on the CBS Sports activities linear tv channel and Paramount+ streaming service.

The highest Italian league not too long ago agreed a content material partnership with Minute Media, the digital media model proprietor, to additional enhance its presence in North America.

This adopted a strategic partnership with leisure and sports activities administration firm Roc Nation Sports activities Worldwide final yr.

The league’s New York workplace was opened in early 2022, and Mitchell was introduced on board as its US managing director in Might final yr.

In Might 2022, in the meantime, Serie A’s chief govt Luigi Di Siervo stated the league “should goal to succeed in a turnover of a minimum of €100 million per yr [through media rights fees] in the US.”

Allied Sports activities can also be primarily based in New York and was based in 2019.