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Simon graduated from the University of Kent in 1997 with a Law Degree.

He spent his early years working as a Solicitor in London. After a chance encounter in 2002,

Simon fell into the world of nightclub promoting, spending five years organising parties for some of the biggest celebrities and sports personalties in the world.​

In 2007, Simon left the promotional business that he helped build. He then spent the next thirteen years building three businesses with his passion for sport at the heart of each of them.

Entrepreneur  Agent 

 Founder   Mentor




What we do:


Infused with strategic and branding expertise we maximise the commercial opportunities a career in sports provides.
We extend this by helping Heroes transition into new walks of life once their playing days end.


We pride ourselves on fostering long-term relationships where client wellbeing and happiness are central.
With a network of like-minded Heroes we find mentors for our clients for different facets of their lives.


Giving Back:
Whether aligning with existing charities or launching bespoke new foundations, we help Heroes give back.
Give back to the sport that they love, the community they’ve come from and the family and friends who’ve supported them throughout.


Talent Procurement:

As well as managing the careers of a number of high profile sports personalities we can also help with talent procurement for your brand. We have an unrivalled list of contacts across the world of sport and entertainment so please don't hesitate to get in touch with any specific talent requests.​

Simon Dent Management
Dark Horses

Simon founded Dark Horses with the founders of Lucky Generals in the summer of 2016. They have built the agency up to one of the most reputable creative agencies in the world.


The Farringdon-based creative agency now employs 40 people and works with brands such as Nissan, Peloton, The LTA, Gazprom and Just Eat.


In 2018, ADWEEK Magazine voted Dark Horses the 5th Fastest Growing Agency in the World. At the BT Sports Industry Awards 2019 and 2020 the agency was shortlisted for Young Agency of the Year. ​



In 2007, Simon founded the SJ Dent & Co memorabilia business.

The company had a shop in London's Covent Garden for two years. In 2010, the business was acquired by British Sports Museum. Simon now sits on the board and is a shareholder.

British Sports Museum supplies some of the most unique and sought-after pieces of sporting memorabilia in the world, working with legends from all fields of sport to produce unique and limited edition items of Memorabilia. They specialise in raising funds for charities through their Silent Auction service and can also arrange corporate and hospitality events with sporting legends.

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British Sports Museum
Press & Podcasts


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I’ve worked with Simon across a number of projects and he brings a unique blend of deep sporting knowledge and strong commercial acumen.


Outside of those projects, Simon is generous with his time and is always happy to give counsel on a range of subjects which I’ve always found invaluable. On top of all that he has

excellent taste in his choice of football club!

Matt Bushby, UK Marketing Director, Just Eat

I've worked with Simon for over four years now and love the culture that he has created at Dark Horses. His energy is infectious and the team at FUSE always enjoy working with him and the Dark Horses team. 

Simon created an agency that made an instant impact on the sport industry, picking up big clients and challenging the accepted ways of working from the outset. Dark Horses is now established as a major player in the sector and continuing to excel on many levels.


As an individual, Simon brings an impressive entrepreneurial mind balanced with a real interest and care for those around him. A genuine good guy and a pleasure to work with.

Lou Johnson, CEO of FUSE

Alex Coulson, Managing Director, Sports Industry Group

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