Lucky Generals launches sports marketing agency
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Lucky Generals is backing a company called Dark Horses, led by Simon Dent, formerly Business Director at BBH Sport. It is the first launch within the Lucky Enterprises holding group structure which aims “to create a family of like-minded entrepreneurs”. Lucky Enterprises will own a majority share in the business but Dent will also own a significant stake.
Dent was the first hiring at BBH Sport and helped win business such as Samsung, Harlequins Rugby Club and Wasps before leaving earlier this year. A qualified solicitor, prior to BBH he had spent more than 10 years working as a sports agent and lawyer.
Dark Horses will offer a one-stop, integrated service for sports brands, commercial partners, rights holders and talent. While it will pitch independently, and have its own clients, it’s expected to benefit from the personnel, infrastructure and experience of Lucky Generals (whose client list includes Paddy Power, Betfair, Amazon and Twitter).
Andy Nairn, one of the Lucky Generals founders, who will play an active role in the new business said: “Sports marketing is a growing sector and one which should be inherently exciting. But all too often, the creative product off the park isn’t as strong as the one on the pitch. We think it’s ripe for a completely new approach”.
Nik Upton, who was announced as Lucky Enterprises’ COO in January, said: “Simon is the ideal person to lead our first start up. He’s got a great track record in sport and a little black book to match. Most importantly, he’s got the hunger to do things differently, which we’ll be looking for in all our Lucky Enterprises.”
Dent said “I’m delighted to be joining the Lucky Enterprises family and building a sports marketing agency that’s fit for the new world. Modern sports fans demand to be entertained and that’s exactly what we intend to do. Watch this space.”
