Over the course of his two decades worth of experience, Charlie Allen found himself working in a variety of aspects across the media, sports, and entertainment industries. Eventually, Allen found himself as the director of Global Brand Partnerships for ESL Gaming. Then, after two years in that position, Allen decided to go out on his own. Founded in November of 2020, Road House is Allen’s new venture, an esports and entertainment company based in London.
From an early internship with an online sports company to an initial position managing sponsorships for a marketing and advertising company, Charlie Allen has built a career that consistently places him in leadership positions. Alternating between roles of manager and director, Allen continued to hone his expertise regarding business development and sponsorship activation. As such, it makes sense that upon leaving his position with ESL Gaming in November of 2020, he would turn that expertise into a company of his own.
As the founder and CEO of the London-based esports and entertainment company Road House, Allen will specifically be acting as the new company’s managing director. As reported in an article from the Esports Observer, “the goal of the new company is to educate clients interested in getting involved in the gaming and esports space.” At ESL Gaming, Allen served as the director of Global Brand Partnerships. Considering ESL Gaming is one of the world’s largest esports companies, Allen’s tenure there has definitely set him up well to achieve that goal.
According to ESL Gaming’s website, the company is known for “operat[ing] high profile, branded international leagues and tournaments.” As for Road House, as an esports and gaming agency, its specific role will be to, as their website puts it, “work together with brands, rights holders, publishers, teams, influencers and tournament providers to forge partnerships and media solutions that deliver the metagame.” A press release covered in the Esports Observer article reports that Road House began talks with “various brands and companies during December,” however as of Friday, Jan. 22, the company had not officially announced any new partnerships and clients.
With the first month of 2021 nearing its conclusion, a lot of attention is focused on what the year ahead holds in store. With all the potential the remainder of 2021 has to offer, Charlie Allen’s latest venture is sure to make the most of it. As he has said on Road House’s website regarding his motivation for starting the company, “[esports and gaming] industry is full of incredible, creative, vibrant and hard-working talent that all have a common goal in mind — to take esports mainstream and make it as successful as it can possibly be.”