Dark Horses co-founder Simon Dent launches talent agency

Simon Dent, one of the founders of sport-focused creative agency Dark Horses, has launched a new talent agency, HERO.


HERO has been developed by Dent over recent years, building an impressive portfolio of clients, and now will work closely with current and retired sports personalities on commercial matters as well as helping clients align with suitable charities and causes, as well as even, where applicable, setting up Foundations.


The agency will also help talent prepare for retirement to ensure the transition after playing is as smooth as possible.


HERO’s founding clients include:

Chris Kamara, Former professional footballer, manager and current TV presenter and football pundit
Jeff Stelling, Sports journalist and TV presenter
Kruise Leeming, England and Leeds Rhinos rugby league player
Ini Umotong, Nigerian international footballer


Dent stood down as Managing Director of Dark Horses in the summer of 2020. In four years, he helped build the agency from one employee to sixty with a turnover close to £4m. In 2019, Adweek voted Dark Horses the 5th fastest growing agency in the world. In 2019 Campaign Magazine voted it one of the Best Places to Work in the industry.


The qualified lawyer-turned entrepreneur boasts an impressive background within talent management, having supported the careers of personalities such as Chris Kamara, Vinnie Jones, Jimmy Bullard, Jeff Sterling, Jimmy Floyd Hasselbaink and Nick Easter to name a few.


Upon launching HERO, Simon Dent said: “Having worked in the business of sport for 20 years, I feel that we have identified a gap in the market and one that can really help our clients give back to the communities that they have come from.


“Sports personalities and broadcasters have a platform that can be used for good and we want to help them do this. We will be offering careers advice both on and off the field as well as ensuring that wellbeing and mental health are at the heart of everything we do”.


Long-term client Chris Kamara (Kammy), with the support of Simon Dent has enjoyed a successful career in recent years presenting a number of mainstream television shows, as well as maintaining his reputation as one of the most loved football pundits in the country.


‘Kammy’ commented: “Next year will be 10 years that I have been working closely with Simon. We’ve been a great team and he has certainly helped me navigate the journey from sports broadcaster to host of shows such as Ninja Warrior, UK’s Strongest Man and even releasing a Christmas Album. I’m looking forward to the next 10 years working with Simon and his new Agency.”

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