Dan Miodownik and Luc-Antoine Charial will lead the agency’s new push into production

HBS leadership

Commercial agency Relevent has launched a broadcast and production arm, Relevent Media Services. 

The division will be led by Dan Miodownik and Luc-Antoine Charial, who stepped down as CEO and COO, respectively, of HBS earlier this year. The pair had been at the helm of HBS, which works on competitions such as the World Cup, Rugby World Cup, Roland-Garros, and more, for eight years, and between them had been at the company for over 40 years. HBS is owned by agency Infront, which named a new head of the production company in September. 

This announcement means that Relevent is now a full service agency, offering media rights, sponsorship, events, content, and production. The company already offered brand building, content production, and content platform management, including localised editorial and dedicated LaLiga and Bundesliga studios. 

It now adds end-to-end broadcast production, project management services, multi-platform content creation, and technological integration to this list of content services. 

Boris Gartner, CEO of Relevent, said: “Our business has always been built on maximising the value of premium football rights for our partners, and production is where much of that value is ultimately realised. By bringing broadcast production in-house, with two incredibly experienced and well-respected leaders in Dan and Luc-Antoine at the helm, we can now shape how a competition looks, feels, and reaches fans from the moment rights are sold through the final whistle.

“Together we’re giving rights holders and media companies a partner that can take their properties further, delivering an integrated offering across media rights, sponsorship, events, content, and production where each piece reinforces the others.”

Miodownik, president of Relevent Media Services, said: “I’m extremely proud to be joining the team at Relevent and helping new and existing clients and partners maximize their reach and fan engagement. The content landscape has never been more exciting and I look forward to bringing my experience in live production, innovation, digital services, and social media interaction to Relevent Media Services.”

Charial, CEO of Relevent Media Services, said: “I am delighted to be joining Relevent and look forward to developing its new Production arm, while supporting its clients and welcoming new partners in football and beyond. I am eager to bring my experience in business development and broadcast to Relevent Media Services.”

Relevent is currently the exclusive global marketing and sales partner for UEFA’s club competitions for the 2027 to 2033 cycles, as well as UEFA’s exclusive commercial sales partner for its national team competitions, covering media, sponsorship, and licensing rights globally from 2028 to 2036. It also has a 20-year joint venture with LaLiga for North and Central America called LaLiga North America; a 17-year partnership with Bundesliga for the Americas; and a media rights, content, and marketing partnership with the EFL across the Americas.