Two veteran sports media executives are positioning a new women’s sports content company as a vehicle for brand partnerships, two months after its founding. Allyson J. Davis and Melissa Forman announced the launch of Allez! Sports on April 14, a Los Angeles-based company producing, distributing and marketing original programming across women’s sports properties. The announcement was made via an Endurance Sportswire press release.
Return viewership doubled in March as Tender crosses 400,000 total views
The company reports 56,000 YouTube subscribers and a return viewer rate that more than doubled during March alone. Its debut documentary, Tender – profiling two elite goalies in the Professional Women’s Hockey League (PWHL) who are also Olympic gold medalists – has accumulated more than 400,000 total views and earned selection at the International Women’s Sports Film Festival in May. The company reports that audience commentary has translated directly into subscription activity.
The programming slate prioritizes brand partnership opportunities across formats
Beyond Tender, Allez! Sports operates as Executive Producers on You See LA, a series airing on FOX Sports, alongside a growing slate of original programming. Offiscript features members of the UCLA National Collegiate Athletic Association (NCAA) Women’s Basketball championship squad, including Lauren Betts, Kiki Rice and Charlisse Leger-Walker, alongside Coach Cori Close. Run It Back stars Olympic medalist Alysia Montaño, and Girl Dad explores the father-daughter bond through sport. Weekly formats include The Weekly W, produced in partnership with The Daily W, and volleyball-focused Side Out Society. Content featuring rugby athlete Samantha Lovett is slated for future release.
The company organizes its operating model around three pillars: audience growth, quality intellectual property and what it describes as new business systems. Commercially, this translates to bespoke brand collaborations, partnerships with emerging leagues and teams, and reliance on YouTube and the creator economy as primary distribution infrastructure. Forman stated: “These athletes are complex, relatable, and endlessly compelling. Our job is to open that world up and let people fully connect to who they are.”
Growing women’s sports viewership reshapes brand investment decisions in sporting goods
The launch arrives at a moment when women’s sports viewership is converting into measurable commercial returns across apparel, footwear and equipment. For sporting goods brands evaluating where to direct marketing spend to reach female sports audiences, specialized content companies – particularly those with documented subscriber growth and proprietary IP – present an alternative pathway to traditional league sponsorships or individual athlete endorsement deals.
Allez! explicitly courts this position, marketing its platform as a convergence point for sport, culture, community and commerce. Both co-founders hold track records at major production houses: Davis and Forman have worked across MTV Sports, FOX Sports, Universal Sports Network and Red Bull Media House, among others. The combination of production credentials, early audience traction and a multi-format content library makes the company a credible pitch partner for brands investing in women’s sports activation budgets.
