Matthew Hutchinson

Matthew Hutchinson is Lecturer in Sport Business Management at Keele Business School, Keele University, where he serves as programme director for Sports Business Management (MSc), Marketing (MSc), and Digital Marketing (MSc). His research examines environmental sustainability in sports organizations and fan perceptions of eco-initiatives, with additional work on esports sponsorship. He is an associate member of the Sport Ecology Group and has collaborated with Green Football Weekend.

Research focuses on:

• Sustainability practices in sports organizations
• Fan engagement with environmental initiatives
• Esports sponsorship dynamics
• Processes of becoming sports fans

Professional experience includes roles at Manchester Metropolitan University as tutor and associate lecturer in Sport Marketing and Policy, along with positions in sports insights marketing agencies, football charities, and women's football clubs. He earned his PhD from Manchester Metropolitan University, exploring how people become football fans.