MATT KING
Sport · Fashion · Culture

Matt King — sport, fashion and culture. I take sport off the pitch and into culture.

05' — THE TUNNEL IS THE NEW RUNWAY
Fashion is everywhere in sport.
At The Couture Club, influencers sold the womenswear. The menswear didn't move until footballers posted it. Then it sold out. NBA tunnel fits, the F1 paddock, the walk into training: every arrival is a runway.
Nobody falls for
90 minutes.
They fall for the story.
Matt
King
I take sport off the pitch and into culture.
Sport · Fashion · Culture
By day: Global Marketing Manager, Football — DAZN
Let's talk→ LinkedIn↗ Instagram↗
35' — WORKED WITH
Leagues, clubs and brands.
Across football, sport and fashion. Same game, a different story for every audience.
VENUE 02 / 05THE COURT — CULTURE IS THE SIDE DOOR
VENUE 03 / 05THE GRIDIRON — FIT BEATS SIZE
VENUE 04 / 05THE SHOW COURT — THE FORMAT IS THE PRODUCT
VENUE 05 / 05THE CIRCUIT — STORY BEFORE SPORT
Basketball.
NFL.
Tennis.
Motorsport.
TIMEOUT — HOW I BUILD A BRIEF
Start with what they already love.
Who are we trying to reach: fans we have, or fans we don't? What have we reached them with before? What do they already love? Bring that into sport, then ask what we have to offer.
THE DRIVE — HOW A FAN IS MADE01 / 07
THE HUDDLE — 11 TALENT RULES
Fit beats size
OFFENCE
Hover a player to read the rule.
15–0 — BATTLE OF THE SURFACES
Half grass. Half clay.
Federer v Nadal, Palma de Mallorca, 2007. The best on grass against the best on clay, on one court split down the middle. Same sport, a match nobody had seen before.
2007 PALMA DE MALLORCA
30–0 — BATTLE OF THE SEXES
Change the court, change the story.
Kyrgios v Sabalenka, Dubai, December 2025. Her half of the court was made about 9% smaller to even it up. Bend one rule and you hand a whole new audience a reason to tune in.
9% SMALLER ON HER SIDE OF THE NET
40–0 — PADEL
Same racket DNA. Built to be social.
Padel took tennis, shrank the court, put the walls in play and made it doubles only. Easier to pick up, better with friends, and it brings people to a racket who never joined a tennis club.
20×10 METRES · WALLS IN PLAY · ALWAYS DOUBLES
GAME — THE FORMAT IS THE PRODUCT
New formats find new fans.
Change the format and you change who turns up. Split surfaces, handicapped courts, smaller courts with walls, one-point shoot-outs: the sport stays, the door gets wider.
01BATTLE OF THE SURFACES 02BATTLE OF THE SEXES 03PADEL 04THE ONE POINT SLAM
Phil Foden in The Couture Club store
05' — PHIL FODEN × THE COUTURE CLUBThe menswear moved when footballers wore it. This is what that looked like.
Phone held up to film a car at Goodwood Festival of Speed
GOODWOOD FESTIVAL OF SPEEDEveryone filming. That's the story spreading before the race starts.
Matt at Super Bowl LV, in the stands above the field
SUPER BOWL LVI was in the building. The halftime show is part of the product.
Matt playing padel
ON COURT — PADELI play it too. Four players, one small court, walls in play: it's built to be social.
Matt playing tennis
ON COURTI play it too. New formats are how a sport finds its next players.
Matt at F1 Miami in a Represent tee
F1 MIAMIRepresent tee, race weekend in a new market. Fashion is everywhere in sport.
THE LAP — ONE IDEA, SEVEN MARKETS
Sneakers are a global language.
Culture travels. Execution has to be local. Lead with who each market already loves, like Ohtani in Japan, and don't hide from what the rights already are.
TURN 01 / 07
UK
THE GRID — STORY BEFORE SPORT
Lights out.
Story before sport. Drive to Survive turned box-set watchers into F1 fans. They came for the people and stayed for the racing.
CHEQUERED FLAGFULL TIME — FIVE VENUES
Matt
King
Sport. Fashion. Culture. Let's talk.
Let's talk→ LinkedIn↗
CLICK THE BALL — TAKE A SHOT
Goal.
05'THE TUNNEL IS THE NEW RUNWAY
15'THE STORY, NOT THE 90
20'THE WALK-OUT
35'WORKED WITH
→THE LINES REDRAW
Q1CULTURE IS THE SIDE DOOR
TIMEOUTHOW I BUILD A BRIEF
→THE LINES REDRAW
DRIVEHOW A FAN IS MADE
HUDDLEFIT BEATS SIZE
→THE LINES REDRAW
15–0BATTLE OF THE SURFACES
30–0BATTLE OF THE SEXES
40–0PADEL
GAMETHE FORMAT IS THE PRODUCT
→THE LINES REDRAW
GRIDSTORY BEFORE SPORT
LAP 1ONE IDEA, SEVEN MARKETS
PITAI IS THE PIT CREW
FLAGFULL TIME
SCROLL TO WALK OUT ↓
DRAG TO LOOK AROUND
CLICK A PLAYER FOR THE RULE
KICK-OFF
MATT KING — SPORT · FASHION · CULTURE
00:00
01UK
02NORTH AMERICA
03LATAM
04MENA
05SEA
06ANZ
07REST OF WORLD
90+1'POST-MATCH — THE FILM ROOM
PLAYS WORTH STEALING

I take sport off the pitch and into culture.

Most sports marketing assumes people will just watch. I don't. I look for the story off the pitch, and for the side doors into it: music, fashion, sneakers, creators. Here are four plays I keep coming back to, and what I'd steal from each.

90+2'THE RECORD
PROOF, NOT THEORY

The thinking has a track record.

90+3'IN THE STANDS
A FAN FIRST

I don't just market sport. I'm in it.

Matchdays, fight nights, race weekends, start lines. The best ideas come from being a fan first.

90+4'THE DRESSING ROOM
WHO I'VE PLAYED WITH

Talent, clubs & brands.

TALENT PARTNERSHIPS
CLUBS & BRANDS
IN THE PRESS
90+5'BOOK MATT
THE PRESS CONFERENCE
A press-conference stage: a Matt King step-and-repeat backdrop, a dressed table, a cluster of microphones and a belt
LIVETHE PRESS CONFERENCE

Pull up a chair.

Podcasts, stages, panels and brands. Ask a question from the floor below and it lands straight in my inbox.

ON TODAY'S AGENDA
Matt on the radio, headphones on, at the mic
ON AIRRADIO
QUESTIONS FROM THE FLOOR
Matt King
Off the pitch. Into culture.
Matt17King@gmail.com→ LinkedIn↗ @mattking.17↗
MATT KING — SPORT · FASHION · CULTURE · © 2026