Matthew joined Keele University as a lecturer in Sport Business Management in 2023.

Previously to working at Keele University, Matthew worked at Manchester Metropolitan University as a lecturer in Sport Marketing and Policy. 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 sports fandom, with an additional research area of sustainability in sport. 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. As part of his thesis, the aim was to understand strategies that clubs could consider in a bid to recruit future fans to their club.


Matthew currently teaches Digital Marketing modules for both undergraduate and postgraduate students.

Keele Business School
Denise Coates Foundation Building
Keele University
Tel: +44 (0) 1782 733430

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