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  • 2 years ago
Simon Dent, Founder & Managing Director, Dark Horses

Simon Dent, Founder & Managing Director, Dark Horses

"On a Saturday afternoon when every sports fan is going to watch their chosen sport, there are thousands of brands barking at them whether it's a print paper, online, in stadium on LEDs, in the matchday program; there's all these messages and presumably only the best are going to get taken home with fans and that's what our job is: to be the best messengers."

Simon Dent is a former sports business lawyer & agent turned creative agency founder in the U.K. As managing partner of Dark Horses, Simon leads a team of world-class creatives working with brand such as Peloton, PUMA, City Football Group, Southampton F.C., Under Armour, Nissan and more.

Whilst working as an agent, Simon realized that brands were missing opportunities to better engage fans via athletes he represented, so he founded an advertising agency.

Simon discusses the emotional aspect of sport and how consumer brands can leverage those emotions to engage consumers in a more authentic way rather than simply sharing a l