This collaboration began with a personal insight shared early in our work with Cody, centred around his father’s admiration for Bentley and the values that shaped his understanding of excellence, discipline, and ambition. What emerged was not simply a narrative opportunity, but a genuine connection between identity and brand philosophy. From there, Lovemore Sports developed a strategic framework that aligned Bentley’s long-term brand objectives with Cody’s personal and professional journey. The focus was not visibility, but meaning. Not placement, but purpose. Bentley represents craftsmanship, heritage, and innovation. Cody represents ambition, humility, and elite performance. The alignment was clear, but it required careful positioning to ensure the partnership stood for something deeper than commercial association. At Lovemore Sports, the role extended beyond facilitation. 

Our in-house teams across strategy, creative, production, and social development shaped the narrative architecture behind the announcement, ensuring every detail reflected long-term brand value for both Cody and Bentley. This partnership signals more than a new ambassador role. It represents a shift in how athlete-brand relationships are built and sustained. For Cody, it marks a continued evolution of a personal brand rooted in family influence and elite ambition. For Bentley, it introduces a global athlete whose values naturally extend the marque’s legacy into a new generation of audiences. The focus now moves beyond announcement into activation, where storytelling, culture, and long-term brand building will define the next phase of the partnership. Lovemore Sports continues to lead the strategic direction behind Cody Gakpo’s brand journey, building platforms, not placements.

Bentley is about more than exceptional cars. It's a brand built on precision, innovation and heritage, the same values I strive for every day.