News • 24 03 2022

From Saint to Dragon

Dragon Rouge London appoints Luke Nicholson as Head of Brand Experience as we focus on further growth in the sports industry

Dragon Rouge London has appointed Luke Nicholson, the former Brand and Content Director at Southampton FC, as we look to further develop our growing reputation and relationships within the sports arena.

Luke joined our London team on March 21st following four years at Southampton FC, having previously worked for Bwin (now Entain), talkSPORT and agency side. The move reflects our strong intent to build on our already strong portfolio in sports and entertainment brands, having previously worked with brands such as PSG, Roland Garros, Genius Sports and Maikai, a boutique consultancy working in the sports and sustainability space. We are also currently working with two English Premier League clubs.

Luke will lead the London agency’s end-to-end brand experience offer in sports, with particular focus on brand identity, fan engagement and cross-platform content and activation.

Dragon Rouge London CEO Joe Hale said ‘’Luke’s arrival signals an exciting next step for our existing client partnerships and beyond. We’re seeing huge demand (and opportunity) in the sports category as brands look to better utilise new technologies, expand their audience base and grow revenue streams. Luke’s expertise and blend of client-side and agency experience will be a huge boost to our offer in this area’

Luke Nicholson said ‘Having spent 4 years at Southampton FC I have very recent insight into the challenges sports brands face, and how they now need to be positioning themselves off the pitch to maintain and grow their fanbase. I’m excited to be joining Dragon Rouge at a time when they are looking to further enhance their reputation in sport and I hope to complement the great work already being done by the team.’