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Personal Best: Simon Dent

Founder - British Sports Museum, Simon Dent Management Limited & Dark Horses

Best pitch presenter you’ve ever seen:

Andy Nairn – Founder of Dark Horses & Lucky Generals. The smartest person I’ve had the pleasure of working with. Measured, funny, uber bright and convincing. Prepares for every meeting like it’s his first job interview.

Best sports marketing campaign (that wasn’t yours):

Gatorade Rematch. Tapping into the dream of winding back the clock and playing one last school match.

Best agency (that isn’t yours):

Fuse – Great leaders in Lou Johnson and Stephen Hutchison. Brilliant culture and fantastic work ethic. We’ve worked side by side with them on numerous clients at Dark Horses.

Best young industry talent:

Not really sure what classifies as ‘young’ anymore. On the assumption that its under 30 I would say Dark Horses strategist Mark Lloyd. Mark knows his sport, brand strategy and his cultural radar is always on point.

Best sporting event attended:

Ajax v Tottenham – Champions League Semi Final 2019.

Best sporting event on TV:

England v India 1990 series. Didn’t miss a ball in my school summer holidays. Balmy English summer and a full fridge at home. Gooch, Gower, Kapil Dev and Tendulkars first 100 aged 17. Take me back.

Best brand ambassador:

Chris Kamara – Ladbrokes, Greene King, Gillette, Sky Sports and Marie Curie. We are about to announce 2 for the Euros as well. You won’t meet a more authentic, engaging hard working and down to earth sports personality.

Best industry event or conference:

Sports Industry Awards every year & Soccerex in Miami 2018.

Best film containing a scene depicting the sports business:

Jerry Maguire.

Best book recommendation

Latest sports book recommendation – Eddie Hearn – Relentless

Best bar or pub:

The Two Brewers, Tottenham.

Best restaurant:

River Café, Hammersmith

Best holiday resort:

Tulum, Mexico

Best box set:


Best influence on your career:

My wife, Lucy. Without her I wouldn’t have a career.

Best dinner companions (min 4, max 6):

Nelson Mandela, Jo Malone, Angela Duckworth, Rich Roll, Anthony Robbins and Richard Branson

Best job in the sports biz:

Chairman, Tottenham Hotspur

Best professional regret:

Not pursuing a career in professional sport.

Best skill you most covet:


Best trait you admire in others:


Best overrated virtue:


Best ambition:

To be the best Dad, Husband and Friend.

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