Lucky Generals Invests In New Sports Marketing Agency Dark Horses

Lucky Generals "is backing a new sports marketing agency, Dark Horses, founded by former BBH Sport employee Simon Dent," according to Shona Ghosh of CAMPAIGN LIVE. Dark Horses "is the first agency start-up to join Lucky Enterprises, the holding company established by Lucky Generals in January." The new shop "does not arrive with launch clients but is in talks with at least one Premier League football club." Lucky Generals Founding Partner Andy Nairn "will take an active role in the business," as will Lucky Enterprises Group COO Nik Upton. While Lucky Generals has "several sports-focused brands" on its roster, such as Paddy Power and Betfair, there will "not necessarily be cross-pollination of clients." Dent will instead be expected to build his own client list. Nairn "would not go into the financial details of the deal, but said there was no immediate pressure on Dent to start generating returns." He said, "We’ll invest in the [Dark Horses] business and brand" (CAMPAIGN LIVE, 8/11).