Matthew Hutchinson

Biography

Matthew joined Keele University as a lecturer in Sport Business Management in early 2023. Matthew is currently programme lead for Sports Business Management (MSc.), Marketing (MSc.) and Digital Marketing (MSc.)

Matthew's current research focus is on sport and the environment, with a focus on the sustainability of sports organisations and the perceptions of sports fan of environmental sustainability. He is also an associate member of the Sport Ecology Group.

Previously to working at Keele University, Matthew worked at Manchester Metropolitan University as a tutor and associate lecturer in Sport Marketing and Policy between 2018-2021. This is also where he completed his PhD, which considered "how do people become football fans?"

Additionally, he has worked in several roles outside of academia, including at a sports insights marketing agency, football club charities and women’s football clubs.

Research and scholarship

Matthew's research area focuses on sport and sustainability, with a focus on how fans play a role in this process but also how clubs are beginning to become more environmentally sustainable. He has worked with Green Football Weekend and is a member of the Sport Ecology Group. He also does research into esports sponsorship.

For his PhD, he studied new club (expansion clubs), long-distance and female fans, with interests and knowledge into the processes these fans go through in becoming fans.

More recently, Matthew has worked on reports evaluating the environmental sustainability of Olympic Sporting Federations, spoke at a panel on environmental sustainability in sport and delivered a conference presentation on sport fan perceptions of environmental sustainability.

Teaching

Matthew is programme director for three programmes in Keele Business School, Sports Business Management (MSc.), Marketing (MSc.) and Digital Marketing (MSc.).

He also teaches a variety of sports and marketing modules at both undergraduate and postgraduate.