Hatch has set up a specialist arm to focus on sports and communities.
The division “dedicated to delivering authentic, fan-first campaigns across the sporting landscape” will be headed up by Billy Morton, who returns to the agency where he began his career.
“I’m delighted to be re-joining Hatch to lead this new specialist arm,” said the newly recruited Sport & Campaigns Lead.
“There’s a huge opportunity for brands to show up with more purpose in sport. It’s time to go beyond badges and sponsorship logos and create campaigns that genuinely connect with fans.”
Matt Peden, the Leeds agency’s Managing Partner explained that the new operation would work with brands, rights holders, sponsors, governing bodies, and grassroots organisations.
“Sport has always been a core pillar of Hatch’s offer, and over the past 17 years we’ve worked with an extensive list of brands and rights holders, from bet365 and The Hundred through to British Cycling and UK Sport. We feel now is the time to take our offer to the next level with a dedicated focus,” he explained.
“By using the agency’s specialist knowledge, and leaning into Hatch’s broader core capabilities across PR, social, content and activation, our proposition is anchored in guiding brands to communicate with fans with meaning, not just messaging.”
Morton began as an intern at Hatch in 2012, rising to Account Director before he left to go freelance, specialising in sports and consumer PR.
In the new role, he’ll work alongside Directors Matt Peden and Victoria Tidmarsh, who is currently on maternity leave.
