Benton studied at the West of England University and the University of Birmingham with a focus on the marketing of environmental tourism, studying Tourism and Leisure services. Benton then spent three years in London working within the brewing industry with Scottish and Newcastle breweries.
After that he spent a year in Australia playing competitive sport, Benton then returned to the UK in 1994 and joined Adidas (UK), he worked through various sales and marketing roles, including vice-president sales, sales directors’ roles at Adidas and Reebok, and working within the brand marketing division heading up account and trade marketing. Benton was also part of the senior cross-functional team at the London 2012 Olympics, Adidas was the official sportswear partner. He was also responsible for evolving and executing the London Key City strategic plan, influencing, and connecting all consumer touch points with the Adidas brand through product, retail, activation, and partnerships.