F1 Marketer Joins Limelight Sports

Limelight Sports has appointed Bastien Hibon as its new marketing director, leaving a similar role at the Mercedes AMG Petronas Formula One Team to join the sport experience agency.

Hibon has been heavily involved in Formula One for five years, firstly as head of brand for the Honda team, then as marketing director of BrawnGP, which later became Mercedes AMG Petronas.

He began his new role at Limelight Sports this month, charged with developing the proposition of mass participation sport and expanding the opportunities for major brands to build associations and partnerships with one of the fastest growing sports sectors.

Hibon originally trained as a journalist and worked in broadcast for Medialink International and for Ogilvy PR. 

Limelight Sports – which was named Sport Agency of the Year at the BT Sport Industry Awards 2011 – has created many of the UK’s high profile participation sport campaigns and events including the Sainsburys’ Sport Relief Mile and Sky Ride.

Limelight Sports also runs Swimathon, the annual national swimming challenge and works with the Royal Parks Foundation to stage a half marathon in London.  

Commenting on the appointment, Craig Dews, managing director of Limelight Sports, said: ‘It is a major coup for us to attract Bastien away from the glamorous world of Formula One.  It is testimony to both the terrific growth levels in mass participation sport and the reputation of Limelight Sports that he has decided to join us.  His expertise, experience and vision will be absolutely essential in taking the agency and mass participation sport to the next level.’

Bastien Hibon added: ‘This has been one of the biggest professional decisions of my life.  Formula One is an unbelievable environment to work in, but I needed to challenge myself in a sector that is still developing and growing and from a marketing perspective offers many new and exciting opportunities for leading brands.’  

‘I am extremely excited about the opportunity to build on and develop Limelight’s existing programmes and integrate some new initiatives which will make mass participation events an even more attractive proposition for major brands.’