Dark Horses for courses: getting creative in brand communications, opportunities in women's sport and developing a challenger culture

SportsPro editor-at-large Eoin Connolly talks to Simon Dent, the former lawyer and soccer agent turned founder of BT Sport Industry Award-nominated creative agency Dark Horses. 

Speaking at the company's London offices, Dent discusses the gap he saw for more creatively minded work in sports sponsorship and marketing campaigns, and how he partnered up with Lucky Generals to fill it. He also reveals why he values being surrounded by smarter people, and how Dark Horses plans to maintain its underdog streak, and talks about the growth to be had for brands in women's sport and the search for new audiences.