Matt Riches


Ask Matt about working in the world of sport or entertainment, you don’t have to be on the pitch or stage to build a fun, exciting career in something you love. Industry: Marketing. Strategic Partnerships Lead

Industry: Marketing

Strategic Partnerships Lead

I’ve a simple philosophy and purpose that being active is fundamental to happiness and through the marketing of sport, entertainment and an active lifestyle it is possible to challenge and change how people live and behave towards brands – thinking time is best done on the trails or the bike! Currently I look after sponsorship and partnerships at Lucozade, with the responsibility for strategic development of partnerships for brand and business value. Previously Commercial Director at the start-up active lifestyle business, Tough Mudder who created the obstacle course event industry. Prior to that I spent a number of years in different commercial, marketing and sponsorship roles within sports marketing, creative and media agencies, working on some of the biggest sports events, athletes and festivals on behalf of many different brands.

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