Gibbons was most recently commercial director at Northampton Saints, and prior to that he was a senior director at adidas and worked at IMG Consulting.

He will be responsible for driving growth across sports and entertainment for Unlimited and building on the agency’s services and its recent strategic partnership with US sports agency Integrity 9.

Tim Hassett, chief executive, Unlimited, said: “The blend of our existing brand and sponsorship activation capabilities combined with Lee’s deep sport expertise and the strategic relationship with Integrity 9 in the US means we are perfectly placed to provide brands and rights holders with world-class marketing solutions.”

Gibbons added: “I’m looking forward to bringing to life the Unlimited competencies to build a holistic sports marketing offering, blending neuro science, data science and behavioural science, together with traditional insight techniques to truly understand an audience, in this case the fan.”