Allied Sports, the entertainment and lifestyle marketing agency based in New York, has set up a team in London to expand its international operations. The team will be led by a new managing director of international, Jeff Ehrenkranz, who previously served as president of Octagon’s international marketing business. Allied Sports defines its mission as facilitating “best-in-class strategic alliances that set a higher standard of audience engagement for brand marketers, rights holders, content creators and distributors” in various areas, including sports content and athlete marketing. Launched in 2019 as a strategic expansion of Allied Global Marketing, it says it has been helping “modern marketers make the strategic shift from Sponsor to Storyteller.”