Sports revenue has been going through the roof in recent years, with the sector’s appeal to outside brands for marketing and branding key to this. However, it has also become clear in recent years that just being a partner is not enough
Brands need to create authentic and meaningful connections with supporters. This has led to a demand for engaging, purpose-driven content, which is mounting the pressure on agencies to deliver campaigns that are both impactful and culturally relevant.
In response to this demand, MatchFit, a London-based sports communications agency, recently expanded its footprint with a brand-new office in Manchester. Leading this expansion is Cherrelle Jefferson, MatchFit’s newly appointed Director of the Northern division.
Insider Sport: You’ve spoken about Manchester being a cultural hub for sports brands. How do you see digital-first storytelling evolving in cities in the north, outside of the traditional London stronghold?
Cherrelle Jefferson: For me, the beauty of digital-first storytelling lies in the fact that it allows news to become truly accessible wherever you are in the country. That said, we know digital-first storytelling is evolving rapidly in northern cities like Manchester, as brands recognise the power of local, community-driven narratives. This can be done through region-specific influencer collaborations, behind-the-scenes access to local clubs, or storytelling that taps into the unique identity of northern sports culture.
Another exciting development is the increasing use of data-driven storytelling. Clubs, athletes, and brands are using analytics to tailor content that feels personal and relevant to their audiences, ensuring stronger connections with local and global fans alike. As northern cities continue to grow as cultural and sporting powerhouses, the opportunity for brands to invest in digital-first, regionally led storytelling will only expand – and we’re excited to be on that journey!
IS: In your view, what are the key challenges and opportunities in sports communications today, especially with fans increasingly expecting more authentic content?
CJ: Exactly what you’ve just said… brands being able to meet the growing consumer demand for 1) content and 2) authenticity. Sports fans are more discerning than ever, expecting brands, clubs, and athletes to engage in meaningful and purpose-driven storytelling rather than generic promotional content. This means agencies must craft narratives that feel real, culturally relevant, and emotionally compelling – while also ensuring alignment with a brand’s core values. And that’s a lot of stakeholders to align with!
At the same time, I do think this challenge presents a huge opportunity. Digital platforms and social media gives brands direct access to audiences, allowing for real-time, behind-the-scenes, and player-led content that fosters deeper connections. The rise of athlete-driven storytelling, fan-generated content, and hyper-local engagement also offers new ways to build trust and loyalty. It’s just about finding ways to ensure you can stay on top of it, which I think comes with setting these expectations early on.
IS: How has your experience with global brands shaped your approach to engaging today’s more digitally savvy and culturally diverse sports audiences?
CJ: Working with global brands across different markets has reinforced the importance of tailoring content to diverse fan bases, ensuring messaging feels authentic, relevant, and emotionally impactful rather than relying on a ‘one-size-fits-all’ approach.
For large-scale TV campaigns, hero content must be market-agnostic to maximise the impact of high-budget production – something that’s often elevated by securing world-class global talent. However, true audience connection comes through localised execution, where regional talent and influencers bring cultural nuance to the campaign.
Equally important is fostering strong relationships with local markets and valuing their expertise. They understand their audiences best, and collaborating closely with them ensures that content not only lands well but also feels genuinely resonant within each region.
IS: You’ve led campaigns across major sponsorships like Pepsi’s UEFA Champions League work. How have brand expectations evolved when it comes to activating in the sports space?
CJ: Brand expectations in the sports space have evolved significantly, with a stronger emphasis on authenticity, fan engagement, and purpose-driven storytelling. Gone are the days when a logo on a jersey or pitch side branding was enough – brands (and fans) now expect activations that create meaningful connections with their audience, whilst driving cultural relevance.
The work I did with Pepsi on their UEFA Champions League sponsorship allowed me to see first-hand how brands are shifting towards immersive, experience-led activations. Whether through digital-first storytelling, interactive fan experiences, or athlete-led content, the focus is now on delivering real value to audiences rather than just visibility.
An example of this is bringing other subcultures into football campaigns – i.e. music or fashion – which we know forms a big part of the modern game. Firstly, it allows for hybrid fan interaction and secondly showcases that the brand understands the evolution of the sport.
IS: What does it mean to you, personally, to be leading MatchFit’s first Northern office, and how do you plan to differentiate the offering for brands based in or looking to reach the North?
CJ: It’s exciting! It’s a great new challenge for me personally, and I was attracted to the entrepreneurial aspect of the job; building a team, crafting an immersive office space, growing the portfolio across our current clients, and of course, bringing in new business.
I come from an FMCG (Fast-Moving Consumer Goods) background, where I have worked with many lifestyle brands that are playing within the sports space – be it through sponsorships or talent-led projects – which is becoming more and more common, given the huge audience sports brings with it.
For me, I’d love to continue working within this space, with a message to lifestyle brands to seek expert advice and support when working on sports-focused briefs – not just going with their current lifestyle agencies/teams because of ease.
As we’ve discussed, the need to be authentic within comms is becoming increasingly more demanding – and rightly so – therefore, for me, I think sports briefs should sit with those who live and breathe it to ensure messaging is spot on and will resonate as it should.
IS: Finally, how do you define success in this next chapter, both for you and for MatchFit North?
CJ: Success in this next chapter means driving tangible, long-term impact for both myself and for MatchFit North. For me personally, it’s about continuing to break down barriers, especially as a woman in a leadership role within a traditionally male-dominated industry. I aim to inspire others, build a diverse and high-performing team, and help cultivate an environment where creativity, collaboration, and innovation thrive.
For MatchFit North, success will be defined by establishing ourselves as a key player in the sports communications space outside of London. This means not just growing our client roster but also building lasting relationships with top-tier brands and talent, and delivering exceptional, culturally relevant work that resonates with diverse audiences.
We’ll measure success by the impact we make on the sports industry, the strength of our partnerships, and the calibre of work we produce – ultimately ensuring that MatchFit North becomes the go-to agency for sports communications in the region (and beyond!)
