Marketing agency Allied Sports has become the exclusive sales agent for content studio Game1. The agency will help Game1 package and sell brand partnerships for the studio’s projects, which include feature films, documentaries, series and podcasts. Potential brand partnerships may involve entitlement sponsorships, product placement, companion content and other integrations. According to Game1 co-Founder & Partner Greg Economou, the long-term goal is to get brands to view themselves as potential investors in future projects. Economou said the studio’s expansive slate of projects required the manpower of an external agency: “We have 100-plus projects in development, and probably 35 or 40 that are in some level of packaging. If we’re out with 10 of them right now, that was too much for one person to handle. So having Allied as a resource has been phenomenal.”
EARLY SUCCESS: Allied CEO & co-Managing Dir Greg Luckman said, “Our whole positioning at Allied Sports is that we’re building an agency for modern marketers, and we’re helping them shift from sponsor to storyteller. So partnering with Game1, with its incredible, extraordinary list of assets, was a no-brainer.” A key focus for Allied will be getting brands involved earlier in the development process. Economou said, “The earlier the better, because then it becomes more organic and authentic.” Allied has opened conversations with multiple brands over the first few weeks of the partnership, and Luckman says the company is “seeing tremendous feedback right away.”
