Serie A USA targets North American growth with Allied Sports partnership

As Serie A USA's official agency of record, Allied Sports will develop and execute a comprehensive commercial strategy.

Serie A USA, the American branch of Italy’s Serie A league, has partnered with Allied Sports, a renowned sports marketing agency, to spearhead its commercial endeavours across North America.

This move underscores the premier Italian football league system’s commitment to expansion in a thriving sports market.

The Italia top-flight league recognises the surging popularity of Italian football in North America, driven by a young and affluent demographic increasingly interested in Italian culture. American players like Christian Pulisic at AC Milan further amplify the league’s appeal to North American audiences.

As Serie A USA’s official agency of record, Allied Sports will develop and execute a comprehensive commercial strategy. The agency’s focus will be threefold: generating corporate partnership revenue for Serie A, expanding the league’s North American fanbase, and securing brand partnerships that align with Serie A’s values and target audience.

Sean Barror, Founder and Chief Revenue Officer of Allied Sports, said, “Global football is rapidly gaining traction here in North America, and we believe that Lega 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.” 

Andy Mitchell, Lega Serie A’s North America CEO, 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. Our North American fan base is young, affluent and strongly connected with Italian culture. This will enable us to tap into cultural intersections that will bring our unique brand and heritage to life for new audiences.”

This collaboration builds upon a successful existing relationship. In October 2023, the Serie A club Atalanta Bergamasca Calcio entrusted Allied Sports with managing their global brand assets, including its main jersey sponsorship.

Additionally, Serie A recently announced a content partnership with Minute Media to cater specifically to North American fans.

The partnership between Serie A USA and Allied Sports signifies a strategic move to capitalise on the burgeoning North American sports market. By leveraging its unique combination of high-quality football, rich cultural heritage, and captivating entertainment value, Serie A aims to solidify itself as a leading sports brand in North America.

Founded in 2019, Allied Sports united award-winning leaders with decades of experience building and managing top sports marketing agencies. Today, the agency operates as a nimble agency with a mission to empower modern marketers in the shift from “Sponsor” to “Storyteller.” Allied Sports leverages the power of sports sponsorship to craft compelling narratives that resonate deeply with audiences.

Related Articles

Latest Articles