BBH signs England rugby icon Lawrence Dallaglio to spearhead new sports company BBHS

Unknown-2London-based agency network BBH is launching a new company, BBH Sport, to capitalise on the growing importance of sport to marketing companies and has signed former England Rugby World Cup winner Lawrence Dallaglio (left) as a founding partner.

Dallaglio, a former England captain with 85 caps, now runs his own charity foundation and is a respected rugby pundit for BT Sports and the Sunday Times.

BBH has already won the ad accounts for the next Rugby World Cup to be held in England in 2015 and this year’s Commonwealth Games sponsored by client Virgin Media. BBHS will also handle sport-related activities for Weetabix and Adidas

Joining Dallaglio at the new outfit will be BBH creative Ewan Patterson as ECD and senior media man Kevin Brown. BBHS will chaired by BBH London CEO Ben Fennell.

Fennell says: ‘This is a very different sports business, with a unique proposition and a management line up of the very highest quality. Lawrence, Ewan and Kevin will make an exceptional leadership team. They are all proven performers at the highest level and they know the sports market, BBH, and each other extremely well. We’ve got some fantastic founding clients that will provide us with a brilliant launch platform.”

BBH, now wholly-owned by Publicis Groupe, has launched a number of advertising-related companies over the years although none have matched the success of the core agency business. Sport, though, is now such a driver of marketing around the world, with huge audiences for televised events, that BBHS may become a substantial player in its own right.

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