For over a decade, I’ve led one of the most respected management agencies in international equestrian sport; a full-service consultancy known for shaping athlete careers, engineering headline-making campaigns, and navigating the complexities of a sport often misunderstood by the public. From Olympic podiums to front-page features, my work has bridged sport, media, fashion, and business, pairing elite talent with global brands, launching landmark events, and advising on high-stakes reputation management.

I specialise in:
– Athlete representation and sponsorship strategy
– Brand partnerships and commercial development
– Crisis comms and narrative repositioning
– PR strategy and stakeholder messaging
– Creative negotiation and licensing
– Building high-performance teams across borders

I humbly think I would be described as a sharp communicator, dealmaker, and brand guardian, I bring an intuitive understanding of reputation; both personal and corporate. I’ve worked across music, television, sport, and publishing for more than 20 years, with a strong record of connecting people, ideas, and platforms.

From the worlds of sport, music and television

I worked with Abby for over a year whilst I was Marketing Director at Simon Cowell’s then Syco Entertainment in London. Abby is a commercially savvy and strategic thinker with a good eye for smart ideas and getting projects off the ground. She is very well connected and great to work with – balancing the needs of the project/brief with a strong team spirit. I would recommend Abby to anyone, as she is a very sharp business woman and lovely to work with.

— Mark Hardy | Marketing Director, Syco Entertainment

I had the pleasure of dealing with Abby when she was at Sony Music on numerous occasions, she is always a pleasure to deal with and no task is too big! Abby is very efficient and knows her stuff when it comes to music rights and also recommending music, a great contact to have

.— Pretti Hanumara | Music Supervisor - Love Island.  ITV

I have had the pleasure of knowing Abby for about 15 years. Her two greatest loves are music and horses! She’s an absolute delight to be around and I’d hire her in a heartbeat if she ever knocked on the door..

— Jane Shaw  | Director, Internal Communications and Culture, Warner Bros. Entertainment (& IoIC Board Director)

There really aren’t many people like Abby!  From her unparalleled drive and energy through to her incredible passion for people and above all else, just doing great work! Over the years I have had the chance to know Abby in both a working capacity and subsequently as a friend. In any capacity, Abby’s creativity and abilities push brands and boundaries to what may have been thought of as not possible, breaking barriers and achieving some incredible successes. I wish Abby all the very best, she deserves all of the success she achieves and I am more than confident anyone that has the opportunity to work with/for her, will have nothing other than a positive experience.

— Max Fellows  | Growth Specialist and Elevate Mentoring

Abby is one of the hardest working and most driven people I know. Given that comes with a commitment to deliver excellence for her team and her clients that adds up to a pretty amazing package. I think great things await for her.

—Paul Bursche | Former Communications Director, Sony Music Entertainment

I first worked with Abby while she was with Sony Music and I was working with Ricall Ltd. At the time her industry knowledge and contact base were impressive and both have grown into an invaluable source! If and when Abby ever says to you “I have someone who you should meet.” take the meeting!!
She has never let me down, as her business contacts are always influential and relevant to my project and she is a good person to have on your side

Martin Hasselbring |  Managing Director, Jimmy Turner Agency

Tenacious business woman is the first phrase that comes to mind when I think of Ms Newell. She is very much a ‘doer’ and wastes no time thinking how to get a task started. I was glad to have her be a part of my team during our years at Sony Music and would definitely have her in my team again if that opportunity ever comes around again.

Mervyn Lyn | Managing Director, Strategic Partnership Solutions.

Former Head of Brand Partnerships at Sony Music

Abby is a total dream to work with. We dealt with different things at Sony (synch and Digital) but she was excellent and picking up the digital side of things and clearly a pro at what she does. Very fun to be around too and the most bubbly of personalities!

Alex Vlassopulos | Android Partnerships Lead, Google and Founder and CEO of Kitche

Abby Newell is an absolute gem. I co-managed the band Scouting for Girls and our whole team loved her. Abby was one of the best Creative Synch Licensing Managers I have ever worked with in my years as an artist manager. She is professional, highly motivated, really knows her craft and is very personable. Abby consistently gets the best results in her projects and has a way of being persistent and charming at the same time – she always achieves more than one expects! She is the kind of person who will succeed in whatever she decides to do and is fun to work with as well – perfect!

Diane Wagg | Recording Artist Manager

Abby is a star. She excelled in PR when she joined us in New York to train in the field.
She took everything on, no holds barred. Abby is daring and the sky is the limit as far as she is concerned. She gets people management and has built a beautiful, successful business. It was clear she was a winner from the very start!

Sally Fischer – President SFPR, New York City, USA

Abby is an unusual agent because she first replies promptly, and then tries to balance the need of her client with that of the broadcaster. I strongly recommend her and her company.

Charles Balchin | Head of Programmes at IMG

Working with Abby and her agency has been transformative for SLTH Equine Therapy. Abby has helped us:

  • Be clear on our marketing objectives and create a strategy that’s fit for purpose

  • Have clarity on our values and the value we can add to potential partners

  • Be ambitious with our goals and be confident to initiate conversations with the people and brands that are the best fit for us.

Partnering with Abby has given us the consistent presence of an ambitious, proactive, strategic “cheerleader” for our brand and organisation and this vote of confidence has had a ripple effect throughout the organisation making us all feel like the sky is the limit

Rosie Bensley
CEO and Education Programme Director/ Strength and Learning Through Horses

We've worked with this agency on several projects over the years and have found the agency to be massively helpful when it comes to anything brand related. As our business scaled, Abby has provided invaluable strategic insight on building a strong brand and connecting with the best partnerships, while avoiding those who don’t align with the vision. For anything related to partnerships deals, they are my go-to.

Jack LaTorre - CEO Equibody

The first contact and cooperation with this agency in the context of the CHIO Aachen 2021, was very nice and professional. Along with their riders, the whole team helped us to significantly increase the reach on our channels and to achieve good results in the area of social media. We are looking forward to further joint projects in the future!

Alina Gotzeina | Medien & Kommunikation - CHIO Aachen