Matthew Hutchinson

Biography

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

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?"

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

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 being 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 and is interested in sustainable sponsorship in both esports and sports.

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.

Teaching

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