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Allied Sports recruits ex-CAA Sports consulting head Luckman

Greg Luckman at 'The 12-Month Sports Season' during 2015 SXSW Music, Film + Interactive Festival (Photo by Heather Kennedy/Getty Images for SXSW)

US-based sports marketing agency Allied Sports has recruited Greg Luckman, previously CAA Sports’ global head of brand consulting, as its chief executive and co-managing director.

Existing managing director Sean Barror, the former Boston Celtics, Madison Square Garden and WME executive who launched Allied Sports at the start of 2019, now becomes co-managing director, chief operating officer and chief revenue officer.

Luckman (pictured), who left CAA Sports at the end of 2019, said: “I am excited to join this team of talented industry leaders dedicated to creating a fresh, agile, solutions-led offering for the modern marketing world.

“Allied Sports is purposefully being built to connect all partners – brand marketers, rights holders, content creators and distributors – and set a new standard for audience engagement during this transformative period.”

Allied Sports, which has offices in New York, Los Angeles and Boston, represents sports media and content properties. It promotes itself as offering “best-in-class strategic alliances that set a higher standard of audience engagement for brand marketers, rights-holders, and content creators and distributors”.

Luckman joined CAA in 2011 as the new sports consulting division was launched.

Between 2007 and 2011, he spent four years as chief executive of WPP-owned GroupM Entertainment & Sports Partnerships. He began his career at experiential advertising agency Momentum Worldwide, becoming president of the New York office and global director of the company’s American Express account.

Barror said: “Greg is an exceptionally dynamic leader with a proven track record for building progressive sports and entertainment marketing organisations. His unique experience and deep network will help us further build upon our early momentum and achieve the ambitious goals we have set.”