Hype Squad is a fresh and electrifying movement bringing bespoke performance packages to amplify every brand, brief, team, occasion and event with exclusive and tailored hype. Hype Squad’s mission is to infuse events with energy, engagement and unforgettable memories. Hype Squad unlocked their first ever memory after making their debut on International Women’s Day (Saturday, March 8th, 2025) at the inaugural Netball Super Cup - where fans fell in love with the host and Hype Squad dynamic which created the most memorable experience combined with the live production by the sport pres team at ADT, DJs and live musicians. 

Lucy Mills, Hype Squad’s Chief Hype Officer, has paved the way for this exciting new movement. Known for her unmatched energy and the UK’s go-to Hype Host, she brings her extensive experience from working with global brands like the NBA, NFL, UCI, Formula 1, Sail GP, Wembley Stadium, England Netball and Chelsea FC, to name just a few. She founded Hype Squad after recognising a gap in the UK event market where British fans tend to be more reserved compared to their American counterparts. She is passionate about guiding fans to express their support to athletes, musicians and so forth and enthusiastic about emphasising the power of human emotion in creating an unforgettable atmosphere. Lucy is driven by the belief that AI can never replicate human emotion or the energy of a human crowd and fans spend more time and money in places where they are happy, safe and comfortable —all positives! 

“I want to break any barrier that holds someone back from feeling rhythm or shouting loud and proud for their teams, no matter what age!” said Lucy Mills. “To launch on International Women’s Day at the Netball Super Cup was significant because Netball represents the incredible journey that women in sport have navigated - we aligned with the sport by sharing the message of 'here we are, loud, proud, and just getting started.' It is my ambition to elevate key messaging such as this for any club, or company etc through the power of live hype.”

Lucy acts as Creative Director of Hype Squad and shares the overall vision with a choreographer she scouted when working on Action Sports and Car shows - Zophie Danielle, has an impressive career spanning music videos, festivals, arenas and television, Zophie’s energy and experience sets any platform for a high-impact performance. Her mantra of “striving for more” reflects the core of Hype Squad’s ethos: to push boundaries and empower every squad member to perform their best. “I believe everyone is limitless, and the beauty of Hype Squad is that we all have the same vision: to perform our best while embracing our individuality,” said Zophie Danielle.

Hype Squad isn’t just about performances—it’s about creating lasting connections, elevating fandom, and driving the energy of the crowd to a new level. It’s a movement that will empower everyone to feel the hype, no matter where they are.

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"We want everyone to feel a part of Hype Squad and the more interest there is the more opportunities there will be!" Lucy & Zophie