Lucky Generals has backed new sports marketing agency, Dark Horses, headed by former BBH Sport business director Simon Dent.
It is the first launch within Lucky Enterprises holding group structure as the agency looks to expand its offering after three years in business.
Lucky Enterprises will own a majority share in the business, with Dent also having a stake. The agency will sit within the Lucky Generals’ Clerkenwell office, pitch independently and have its own clients.
At present, Lucky Generals’ client roster includes Paddy Power, Betfair, Amazon and Twitter.
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.”
Nik Upton, 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.”
"Sports marketing is a growing sector and one which should be inherently exciting,” said Lucky Generals founder, Andy Nairn.
“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."