Sports communications agency MatchFit has expanded with the launch of a dedicated office in Manchester, a key moment as the agency ‘seeks to establish itself as the UK’s leading sports communications specialist.’
The new Northern division will be led by Cherrelle Jefferson (pictured), appointed as director after a hugely successful six years at Pangolin PR which saw her play a central role in the agency’s growth, and lead best-in-class consumer brand and sport campaigns across Pepsi’s UEFA Champions League sponsorship.
Jefferson’s founding clients include Norwegian-based global football app FotMob, which has appointed MatchFit to establish greater storytelling opportunities in the UK on a project basis. She will also assume the lead role on existing MatchFit clients Manchester City, MatchWornShirt and GB Taekwondo.
The restructure also sees the existing head of clients Rob Leary promoted to director, where he will lead the Southern division from the agency’s head office in Shoreditch, London. Core clients in the South will continue to include The FA, The LTA, Topps and LiveScore Group in addition to some soon-to-be announced wins.
MatchFit’s agency vision and strategic direction remains led by co-founders Donald Parish and Will Mitchell. Since launch in 2020, the agency has worked with some of the most exciting rightsholders and brands in sport, with core services centred around PR and campaigns, reputation and corporate comms, influencers and content, and sponsorship activation.
Jefferson, new director of MatchFit (North) said: “I am thrilled to join MatchFit and open the agency’s second office and the first in the North of England. This decision is driven by Manchester’s dynamic position as a cultural hub for sports brands, its impressive pool of industry talent, and of course the fact it brings us geographically closer to some of our existing client partners.
“Given my experience across global & UK FMCG comms, I am particularly excited at the prospect of future collaborations with lifestyle brands who are at the intersection of sports and culture. We look forward to exploring new creative campaign briefs, pushing boundaries, and continuing to grow alongside the vibrant community up here, whilst working collaboratively with our MatchFit peers down South.”
Co-founder Parish added: “This is a huge moment for MatchFit, and our vision to be the very best sports communications agency in the UK. Central to that strategy is a drive to work with brilliant people across the UK and empower their talent to shine. That’s why I’m incredibly excited to welcome Cherrelle and Rob to our management team, bringing a proven ability to lead world-class work for the best rightsholders and brands in sport. I can’t wait to see both MatchFit offices join forces to tell amazing sporting stories to audiences around the world.”
Will Mitchell, co-founder of MatchFit, said: “The sports agenda, and the industry around it, is noisier than ever before. To ‘cut through’ places a premium on brilliant communications, and this new era for the agency means we are better served to help our clients than ever before. Our new office in Manchester opens MatchFit up to the very best industry talent outside London, and builds a strategic hub to enhance existing client relationships, whilst growing our footprint with new partners both in Northern England and internationally.”
MatchFit’s Senior Leadership Team is also bolstered by the addition of two further leading industry talents, both joining Neil Wood as Senior Account Director. The first sees Dan Messias arrive from integrated sports agency 160over90, where he played a prominent role across DP World’s global golf activations. The agency also welcomes Sophie Hayward from Run Communications, where she was instrumental in leading campaigns for the National Lottery, parkrun and The MCC, amongst others.
Permanent headcount across both offices now stands at 18, with further recruitment in Manchester underway.
