About Us

John Lee and Tony Warwick, the founders of BD Sport, and the principal driving force behind its spectacular growth each bring over 20 years experience of industry experience to the BD Sport Group. 

From our initial focus on commercial opportunities based around the growing interest in North American sports across Europe, BD Sport Group has diversified into many areas, bringing over 20 years experience of sports marketing experience to each.

We have enhanced the match-day experience in stadia across the UK and Europe by developing BD Stadia, our stadium betting business. We employ over 800 match day staff and work alongside brands such as BWIN, Sportingbet, Coral, Betfair and 188bet. 

BD Sport Group have worked with some of the leading brands and media properties developing strategic partnerships and representing commercial rights including with MLB, the NHL, the NFL; airlines including Virgin, Continental and United; federations including Baseball / Softball UK, the Rugby Super League, the ECB, the darts Premier League, La Liga; broadcasters including ESPN and the Setanta Group; and numerous sports clubs including FC Barcelona, Celtic and Rangers from the SPL and across the FAPL with clubs that include Manchester United, Chelsea, Arsenal, Liverpool as well as teams currently playing in the Football League, including Blackburn Rovers, Leeds United and Leicester City. 

BD Sport Rights continues to provide expert advise across Europe, North America and Asia with particular specialism in the gambling category for sports rights and execution.

Provided sponsorship advice and activation in countries that include Spain, Italy and Belgium amongst others.
Launched the first white-label in stadia betting operation allowing online gambling brands to enjoy key experiential marketing in the sports “cathedral”.
Launched the first white label Football Club gambling platform. HammersCasino.com
Delivered over 100k new customers to betting companies
Developed bespoke hardware and software to assist valuation and activation
Negotiated and activated over £70m in sports sponsorships
Launched US Sport internet retail site with various media companies
Tony Warwick
Director, BD Sport Group
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Tony is Director of BD Sport Group.
John Lee
Director, BD Sport Group
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John is Director of BD Sport Group
Clive Russell
Managing Director, BD Sport Rights
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Clive is Managing Director of BD Sport Rights
Adam Hartley
Marketing Manager, BD Sport Group
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Adam is Marketing Manager at BD Sport Group
Anthony Warwick
Customer Services Manager, BD Sport Group
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Anthony is Customer Services Manager, BD Sport Group
Company Group

Originating in the UK, BD Sport Group has three companies underneath it: BD Sport Rights, BD Stadia UK and BD Stadiums Europe. As the legislation of the online betting market opened up in Europe slowly, John and Tony found a party who is aware of the local market, speaks the language and has the right connections in order to do what we do best: advising and activating sport sponsorship deals.


The mission of BD Sport Group is to use joint capacity, knowledge and skills in various sports and industries in an innovative way to generate new revenue streams by linking betting to sports. Thereby using sports data, sports images and other sports rights for trading to the online gambling market. We will focus predominantly on the Benelux market with expansion possibilities into other markets.