SBC News Darren Haines joins Heavyweight as Director of PR

Darren Haines joins Heavyweight as Director of PR

haines
Darren Haines

Darren Haines the former Head of UK PR at Paddy Power has joined Heavyweight as  Director of PR. Haines, who previously spent 11 years at the bookie who made their name through PR and has also worked under Theo Paphitis at his retail empire, will be working across the award  agency’s roster of betting and sports clients.

Haines said: “I’m excited to be getting back into the sports world with Heavyweight, an agency that has an inherent understanding of what works in the sports arena and has a proven track record of creativity that gets results.”

Heavyweight PR further announced its agency rebrand, having previously been known as Fuse Sport. The agency offers a strong heritage of sport and betting with clients including Talksport, the Epsom Derby, Paddy Power, Coral, Unibet, BetVictor and Royal Windsor Racecourse.

Under their previous banner the PR & Sponsorship agency won several industry awards for their work including the highly successful Rugby World Cup ‘Tongan Paddy’ and Nicklas Bendtner’s infamous pants at Euro 2012 whilst also over seeing brand ambassador deals such as Michael Owen with BetVictor and Jeff Stelling for Coral.

This year has seen Heavyweight behind Paddy Power’s Grand National viral video of jockey Ruby Walsh jumping his horse over a moving car and a successful social media campaign for Coral with former world champion boxer Ricky Hatton.

Adam Roland, founder of Heavyweight, said: “Our reputation was forged on creating hard-hitting campaigns that made a real impact across the media, our client’s customers and their competitors’ board rooms. For those reasons it felt now was the right time to rebrand ourselves to Heavyweight Sports as we enter a new phase in our development and growth.”

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