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Volume 22 No. 12
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Industry vets launch new firm

Allied Sports, launched by Sean Barror and tied to Allied Global, will be focused on content, IP.

At a time when content is the asset most desired, discussed and dissected by marketers of every stripe, a startup sports agency is dedicating itself to that growing need.

The new shop is called Allied Sports. Sean Barror, who has held senior sales titles with the Boston Celtics, Madison Square Garden and WME over the past 15 years, is a principal. Another stakeholder is Allied Global Marketing, an entertainment agency now moving into sports and founded by Centerplate Chairman Joe O’Donnell. Former Hill Holiday chairman and CEO Mike Sheehan is also an equity stakeholder.

“Athlete content and IP is a new take for an agency,” Barror said. “We’ll be working with rights holders and content producers, because everyone wants content, and everyone wants to find the path from the rights they have to content that will support it.”

NFLPA content and production shop ACE Media is Allied Sports’ first client.

“There’s big opportunities to work with rights holders and those looking to go direct to consumer with content,” Barror added. “Media consumption has changed dramatically, athletes have become their own direct publishers and brands are spending to activate their rights.”

Allied Sports opens with seven employees and offices in Boston, New York and Hollywood, with another outpost in London likely soon. Barror has been senior vice president of sales for Excel Sports Management since October 2017 and said he will continue to work with Excel as a consultant.