F1’s Natalie Pinkham and boxer Joe Joyce sign with new agency

Popular F1 and boxing figures Natalie Pinkham and Joe Joyce have signed up with a new ‘disruptive’ creative marketing agency named YRDS. The duo were joined by celebrities such as David Haye, Louis Theroux and Louise Redknapp at a star-studded brand unveiling this week.

The agency is formed by a collective of highly experienced marketers, creatives and broadcasters who have worked with some of the biggest names in the world of sport, from Formula One, Matchroom Boxing, The English Premier League and Red Bull.

“We wanted to bring together a collective of like-minded and experienced individuals, who want to challenge the sports market,” said co-founder Dan Underwood.

The agency’s core services include creative strategy, content creation, marketing, sponsorship activation, social media management and commercial partnerships. YRDS offers a comprehensive and personal level of guidance that can help brands and talent stand out.

Natalie Pinkham said: “I’m really excited to be launching this new agency, the landscape of sport, commercial and content is changing and there is absolutely a need for more support on and off the track in motorsport. Also, I’m passionate about using the skills in this business to help more female athletes better market and commercialise themselves.”

Co-founders Jono Yates and Stefan Wesson said: “Like many others, we wanted to positively change how the icons we worship in sport and entertainment are represented in media. So, we came together to create a new offering that is focussed on being more human with more personality and authenticity.”

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