Workerbee (part of Banijay UK) has signed a deal with leading sports marketing, partnership and talent agency YRDS to develop TV and digital projects in the sports space.

With the appetite for sports programming buoyant, and having had huge success with sports programming including England’s Lions: The New Generation (Amazon Prime), Four Kings (Amazon Prime), Bruno V Tyson (Sky), That Peter Crouch Film (Amazon Prime), Save Our Beautiful Game (Discovery Plus), this deal aims to broaden relationships with leading sporting talent as Workerbee continues to develop sports programming ideas for TV and digital platforms.

Co-Founded in 2023 by Daniel Underwood, Jono Yates and Stefan Wesson, YRDS is a fast-growing sports marketing agency established to work with elite sporting talent, brands and rights holders to help meet their creative and commercial potential.

Each brings a wealth of experience in building brands, commercialising IP and managing talent. Prior to YRDS Daniel has a background in brand marketing and comms from senior positions at Vodafone UK and Matchroom Boxing; Jono played a pivotal role in scaling LADbible and then moved onto RedBull, plus is a content creator himself as the man behind leading UK food channel OnlyScrans, finally Stefan is the commercial agent for boxer Chris Eubank Jnr and has worked for the Premier League.

Workerbee and YRDS have already worked together on England’s Lions: The New Generation (Amazon Prime).

Rick Murray, CEO Workerbee Group said: “Working with top sports talent is a key part of our development strategy so we’re delighted to partner up with Dan and the team to focus on building better connections with athletes so we can take the calibre of our storytelling to the next level. It will no doubt lead to a slate of exciting new projects.”

Daniel Underwood, CEO YRDS said: “We are thrilled to form this strategic partnership with the world’s leading content producer in Banijay UK, to unlock more of the great untold stories in sport. Now more than ever is there a demand from fans to learn more about their icons as well as, discover and be entertained by new ones. Together we will bring these to life and continue to place the athletes at the heart of what we do.”