Omnicom Advertising Group Netherlands bets on sport with Dark Horses

Sport has become an essential part of brand strategy and is a rapidly growing domain. That’s why Omnicom Advertising Group Netherlands—the collective of TBWA\NEBOKO, DDB Amsterdam and 180 Global—is introducing the renowned sports marketing agency Dark Horses to the Dutch market.

Founded in London, Dark Horses has made its mark internationally with award-winning campaigns for brands such as Adidas, Lay’s, Just Eat, TikTok, and Nissan. The team launches in the Netherlands with Peter Lansaat and Guido Klomp, two heavyweights in sports marketing. Lansaat, formerly responsible for sports partnerships at Albert Heijn, brings years of experience in commercial sports strategy and sponsorship. Klomp, who joins from Golazo Brands, adds deep expertise in sports strategy and creative development.

Within the collective, TBWA\NEBOKO CEO Rik Ledder sees sport becoming increasingly important to clients. He notes that brands today are looking for more than just reach through sport—they want genuine engagement and creative depth:

“For many of our clients, sport is a crucial marketing investment and a powerful way to build meaningful connections with consumers. To offer them creative consistency and strategic depth in this area as well, we’re investing in specialist knowledge and insights. With Peter and Guido, we have two seasoned experts who understand both the dynamics of sport and the power of creativity. This means we can help our clients make even more impact through sport.”

That vision aligns seamlessly with Dark Horses’ DNA. According to Lansaat, there is now a clear opportunity for an agency that fully integrates sport and creativity:

“The worlds of sport, advertising, and creativity are increasingly coming together. Brands in sport need strategic expertise, but above all, a strong creative translation. By collaborating with our colleagues at TBWA\NEBOKO, DDB Amsterdam, 180 Global and Dark Horses in London, we can create meaningful connections between brands, sport, and fans, with creativity as the driving force. This way of working is what will make the difference now and in the future.”

Dark Horses marks the next step in Omnicom’s strategy to bring specialist disciplines—following earlier expansions in social, video, and data—together in-house.