Bentley joins BD-NTWK from CSS Stellar, a sports and entertainment marketing agency, having racked up nine years at the agency. She managed football projects for Chelsea FC, Leicester FC and England, advising her clients on image rights and sponsorship agreements.
Bentley also enjoyed success as a tennis professional, reaching sixth place in the British senior rankings, after which she worked as a sports journalist.
Woods joins BD-NTWK from Team Spirit, where he was account director, managing the Scottish Widows and Schroders accounts, prior to which he was account manager at independent direct marketing agency DMP.
Bentley and Woods will report to associate director Allan McLaughlin, working on a brief to leverage Norwich Union's partnership with UK Athletics.
McLaughlin said: "Sarah's superb sporting and sports marketing experience, coupled with Richard's knowledge of financial services brands, is a winning combination.
"It means we are superbly positioned to deliver on our remit for Norwich Union and to provide specialist insight and expertise across the sports marketing spectrum for any clients who require it."