USA Wrestling hires Alliance Group to support strategic planning and cross-platform media and content development

By Gary Abbott USA Wrestling | Jan. 21, 2014, 11:55 a.m. (ET)
USA Wrestling has secured the Alliance Group of Los Angeles, Calif. to work on USA Wrestling’s promotion of the sport through strategic planning and development of television and digital programming and distribution initiatives for the organization.

USA Wrestling is the national governing body of wrestling in the United States and a member of the U.S. Olympic Committee and the international wrestling federation FILA.

Allan Finehirsh is the President of the Alliance Group and a leader in the industry, with a proven track record of helping sports and media organizations grow through the development of their properties.

The Alliance Group will help develop USA Wrestling’s overall plan to build and promote the sport. This will include organizing USA Wrestling’s potential media assets and working to secure television exposure and revenue potential for its properties, which include USA Wrestling events and competitions, special events and reality programming. The Alliance Group will also assist in matching the appropriate external resources with USA Wrestling that best fits its goals regarding television exposure.

“Our ultimate goal is the build USA Wrestling’s brand and grow the sport of wrestling. We are pleased that the Alliance Group will help us to organize and package our properties, and help expand our reach through television. We have both short-term and long-term goals for this initiative, and we are confident that the Alliance Group will help us reach our goals,” said Rich Bender, Executive Director of USA Wrestling.

“USA Wrestling has great potential to expand its exposure and promotion of the sport and reach a larger audience of sports fans. We look forward to assisting USA Wrestling in building marketable properties which can be promoted through television. We will focus on opportunities for USA Wrestling’s marquee domestic events, its international competition series as well as its potential reality programming. USA Wrestling has the ability to expand its reach as it builds its connection to a larger audience of sports fans,” said Allan Finehirsh, President of the Alliance Group.

The Alliance Group was founded by Finehirsh in 2008 to create marketing partnerships, media alliances and activation programs for a variety of major clients, including NASCAR, the Hallmark Channel, the Academy of Television Arts & Sciences and Viacom Media Networks.

In addition to his work with the Alliance Group, Finehirsh was appointed interim CMO for Bellator MMA, a Viacom company, to liaison with Viacom/Spike TV on the January 2013 launch and to lead marketing and business building initiatives including brand architecture, live events, sponsorship and licensing.

Finehirsh excels at building brands, working with such world-class brands as Toyota, Ford, Microsoft, Nabisco, General Foods, MLB, NBA, U.S. Open/USTA, American Heart Association and Viacom Media Networks.

He has agency senior leadership experience as Executive Vice President at Young & Rubicam, heading up experiential marketing and media alliances. He led client initiatives including Lincoln’s U.S. Open sponsorship, Ford’s Premier Automotive Group alliance with Pebble Beach Resorts, and media alliances including NBC, Hearst and Conde Nast. For program activation, he led the efforts integrating WPP agencies: Y&R, Wunderman, Media Edge, Burson Marsteller and Landor.

Finehirsh began his career at General Foods and has worked at leading marketing services agencies.