Production company has already worked with sport agency on Prime Video’s The New Generation documentary
Workerbee has signed a development deal with sport agency YRDS to develop TV and digital projects.
The pair hope to broaden relationships between YRDS’ talent and Workerbee productions. They have have already worked together on The New Generation, a documentary on a group of young England men’s international footballers for Prime Video.
YRDS works with sporting talent, brands and rights holders on their creative and commercial strategies. It was co-founded in 2023 by former Vodafone UK and Matchroom Boxing marketing and comms exec Daniel Underwood, ex-LadBible and Red Bull exec Jono Yates, and the creator of UK food channel OnlyScrans as well as commercial agent for boxer Chris Eubank Jnr, Stefan Wesson.
Rick Murray, CEO of 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.”
Underwood, who is now CEO of 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.”
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