Welcome to Industry Insider by Behind Sport. Our latest guest is Social Media and Press Manager for the PGA EuroPro Tour and Matchroom, Matt Lynch.


Tell us about yourself, what is your current role and what roles have you done previously? 

I’m Matt Lynch, I’m 23 and work as a Social Media and Press Manager for the PGA EuroPro Tour and Matchroom. The role is quite varied mainly focussed on the Media, Marketing, and Sponsorship for the Tour whilst looking after Matchroom’s business-facing website and social channels.

Previously to this role, I was working in Commercial Radio as a Producer for Global based on the South Coast.  I graduated from Nottingham Trent University in July 2018 with a BA (Hons) in Broadcast Journalism where during my final year I worked as a Broadcast Assistant at BBC Radio Nottingham where I spent most of my time working with the Sports team managing social media on Matchdays.


What do you do in your current role?

My days can vary considerably depending on what’s happening on the Tour etc. Due to the Covid-19 pandemic we’ve had to cancel our season unfortunately but that’s opened up more time for me to get involved with other areas of the business which has been great and a learning curve.

The Tour has a considerable presence on social media so I spend a lot of time on any given day ensuring our content calendar is looking fresh and packed full of stuff that people will not have seen before. That can be from producing written content to video and images. This was a lot easier before the last few month’s mind! As well as our digital footprint we also work with magazines and newspapers at both a national and local level so I keep regular contact with relevant people in both spaces.

I’ll often be working with our Sponsors and Courses to deliver campaigns that we set out with them, this can vary from visuals on the course to competitions and interviews with their key people. Communication is obviously a key part of my role and I’ll often be the middle man for players who will come to me looking for footage of them from previous weeks or just general questions that I can help them with.

In recent months, I’ve been making sure Matchroom’s company feeds are kept up to date with the recent launch of a new website and new social media profiles on Instagram and Facebook. This can be from updating the site with the latest company news or posting content across channels for our new streaming platform Matchroom.Live.


What does a normal week look like for you?

If it wasn’t for the pandemic I would typically spend the majority of April through to September on the road travelling across the UK and Ireland keeping our social media up to date with tournaments along with taking on more traditional tasks like press releases at the end of each day of play and photographing every player at least once during the week. I’ve lost count of the number of service stations I’ve worked out of on travel days between tournaments!

We have a huge TV footprint so I’ll also be liaising with the players at the top end of the leaderboard to make sure we get all the necessary interviews for the coverage along with working with that week’s TV team to make sure we produce features for the programme which are fun, inclusive and ensure clubs, sponsors and players get exposure.  The programme gets broadcast in a two-hour highlights reel on Sky Sports Golf and worldwide on DAZN, Sky NZ, and Fox Australia to name a few.

A typical week without a tournament will see me plan out my week in terms of what needs to go out online, who I need to speak to, and what needs putting together whether that be getting footage digitised to then use or planning content for upcoming events. A lot of my meetings with Sponsors etc are often on non-tournament weeks.  I will also keep a close eye on tournaments on Tours such as the PGA and European where we have players who have graduated from us and gone on to an even bigger stage. We’re really proud of our alumnus list of some of the top golfers in the world so supporting them beyond our Tour is really important.


How did you end up where you are right now? When did you know you wanted to work in sport?

I sort of fell into the role I’m in and I feel very fortunate for that. I was approached about the position and it came at a natural time where I wanted to get back involved in sport.

I knew early on I wanted to work in sport but knew I couldn’t just wade my way into it and that it would take work outside of sport and on the periphery to do it.  I’ve always loved sport across the board and began blogging about it at 15 with a website on Aston Villa before going on to be the Editor of Aston Villa site ReadAstonVilla.com – it gave me a great appetite for Sport but I always wanted to venture into Broadcast and the Digital Media space more.

Through university, I was heavily involved in Student TV and Radio as well as co-founding The Villa View, Aston Villa’s first fan channel on YouTube where we went on to work with brands such as Unibet, Ladbrokes and OneFootball.

The above really helped me in getting my first paid media gig working as a Freelancer at BBC Radio Nottingham – and that’s where I really got my love for social media working on their Sport socials on matchday. Just putting things out there and seeing them ‘blow up’ so to speak gave me a great buzz and I wanted more of that.

I moved on from there to work as an Assistant Breakfast Producer for Global in Fareham for 10 months. I had a brilliant time there and pushed the boundaries on social again there as well as living the childhood dream of working in radio. And that’s what led me to where I am now.


What are you excited about in your industry at the moment?

It has to be the way Influencer Marketing and Digital Marketing generally is reshaping how people look at Sport. Some of the best-known names in Golf aren’t the ones on the PGA Tour and European Tour. It’s the everyday golfers producing content on social media. And that’s the same across many sports. It’s exciting to see the ordinary person off the street having the platform to make a career out of something that they love. That’s only possible due to the digital space and the brands that are willing to spend with them to promote their products. Long may that continue.


What is the one piece of advice you would give to someone wanting to work in the sports industry?

Network. It’s big and it’s scary. I hated it. My small talk isn’t brilliant now but was even worse when networking. Nine times out of ten people are willing to listen to you and help you so don’t ponder reaching out to people who you think could help your career. Be patient though and speak to them on a human level. Interact with their social media and show an interest. It can go a long way further down the line.


How to follow Matt Lynch on social media…

I’m on Twitter @MattLyynch and an avid fan of LinkedIn so connect with me on there!


Thanks for reading our Industry Insider feature with Social Media and Press Manager for the PGA EuroPro Tour and Matchroom, Matt Lynch!