Sweet Nexus, the UK-based consumer and fan engagement technology company, has appointed Global Venue Services (GVS), the advisory, investment and services business, to help scale its business and secure investment capital.

GVS was launched in June 2020 by Simon Bazalgette and Paul Fisher, the former chairman and chief executive respectively, of Jockey Club Racecourses, the prominent UK horse racing venue owner, and works across the sports, leisure, media and entertainment sectors, offering strategic advisory, investment, interim management and business services.

Through the tie-up, Bazalgette has been named appointed chair of Sweet Nexus to work alongside founder Martin Heath, while Paul Fisher will serve as acting chief executive.

GVS will provide management and investment advisory support to Sweet Nexus ahead of a planned investment raise.

Heath founded Sweet Nexus in early 2020. The company is the umbrella technology and service provider for a trio of divisions – Sweet Sports, Sweet Music and Sweet Brands.

It has made several other board appointments in addition to Bazalgette and Fisher, notably with Trevor Watkins appointed chair of Sweet Sports.

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Watkins is the global head of the sports practice at law firm Pinsent Masons, which advises GVS and provide guidance across a range of areas.

Heath said: “Sweet Nexus is ready for the next stage in its development and I’m excited with the board-level team we have put together. GVS will be an important partner in turbo-charging our growth. Simon Bazalgette, Paul Fisher and Trevor Watkins all bring a long-term track record of success in the sports and entertainment business, with a strong reputation for integrity, governance and stakeholder management.”

Bazalgette added: “We launched GVS into the sports and entertainment business just before the first lockdown, but despite the challenges of the pandemic, there are exciting opportunities out there, and Sweet Nexus is one of the most exciting.”

“We believe that sports and entertainment stars and consumer brands will see huge opportunities in the technology platform offered by Sweet Nexus as will the next round of investors in the business, and we’re excited that GVS will be part of developing the ongoing growth of Sweet Nexus.”

Bazalgette was chairman of JCR and founding chief executive of its owner, the Jockey Club, for 11 years before leaving in May 2019. Prior to that, he was the founding chairman of Racecourse Media Group, which manages the media rights of more than half of the racecourses in the UK. 

Fisher left JCR in February 2020, having been chief executive since June 2017. He joined JCR in 2001 as a finance director and went on to hold titles including chief operating officer and managing director.