Dr Matthew Hindmarsh

Liverpool Business School

Dr Matthew Hindmarsh is a Fellow of the Higher Education Academy who was appointed as Lecturer in Sport Business at the Liverpool John Moores University in September 2021 after being a lecturer in Sport Management at the University of Northampton. Prior to this, Matthew was an Associate Lecturer in Sport Business for just over a year at Liverpool John Moores University. In 2015, Matthew graduated with a first-class BA(Hons) in Sport Development with the Business of Sport at Liverpool John Moores that led to him being awarded a scholarship for academic excellence during his three years of study, along with being offered an internship with the university.

Matthew completed his PhD which explores the sponsorship of grassroots football that ultimately developed a sponsorship process model that both clubs and their sponsors can adopt to enhance their relationship. During this time, he has presented his work at several research conferences, while also discussing his work to industry practitioners including the Football Association as well as numerous local community sport clubs to support them in procuring sponsorship for their organisation.

Matthew has reviewed for Managing Sport & Leisure and is also a member of the Football Collective whereby he offers expertise and opinions into a variety of issues associated to the football industry, specifically the grassroots setting. He has additionally provided academic commentary for a variety of media outlets including the Athletic. Matthew has also guest lectured at the University of Liverpool International Summer School on the topic of football business within the city of Liverpool. He welcomes any enquiries regarding research collaborations in the fields of his research interest, those being: (grassroots) football, community sport, sponsorship, and marketing.


2020, Liverpool John Moores University, UK, PhD
2015, Liverpool John Moores University, UK, BA(Hons) Sport Development with Business of Sport


2018, Higher Education Academy, Associate Fellow of Higher Education Academy

Academic appointments

Lecturer in Sport Business and Media, Liverpool Business School, Liverpool John Moores University, 2021 - present
Lecturer in Sport Management, Faculty of Arts, Science and Technology, University of Northampton, 2019 - 2021
Sessional Lecturer in Sport Business, School of Sport Studies, Leisure and Nutrition, Liverpool John Moores University, 2018 - 2019

Postgraduate training

Postgraduate Certificate in Academic Practice, United Kingdom, Liverpool John Moores University, 2021 - 2022


O'Gorman J, Fitzpatrick D, Hindmarsh M, Sibley J, Saskova Z, Parnell D. 2020. Contemporary Issues in the Management of Grassroots Football Chadwick S, Parnell D, Widdop P, Anagnostopoulos C. Routledge Handbook of Football Business and Management :56-70 Routledge 9781351262781


Hindmarsh M. 2020. Sponsorship in Grassroots Football Nixon S, Hayton J, Murphy R. Public Url

Internet publication

Hindmarsh M. 2018. Introduction by Football Collective member Matthew Hindmarsh Publisher Url

Teaching qualification:

Fellow of Higher Education Academy. 2022

Postgraduate Certificate in Academic Practice. 2022

Media Coverage:

Managers, their compensation and why they are cheaper to sign than players - The Athletic 2022

Everton accounts explained: £120m loss, ‘astounding’ wages and another £242m from Moshiri - The Athletic 2022

EFC Accounts Special - AllTogetherNow Podcast 2022

The Search for Grassroots Football Sponsorship - The Liverpool County Football Association Podcast 2021

Grassroots Football Series - The Football Collective 2020

Conference presentation:

Understanding stakeholder perceptions of grassroots football sponsorship and planned behaviour., Center for Business and Industrial Marketing International Conference, Georgia State University, Oral presentation. 2022

A SME outlook on the sponsorship of grassroots level sport – a Business-to-Community Perspective., International Colloquium of the AM Entrepreneurial and Small Business Marketing SIG Joint Meeting with the BAM Entrepreneurship SIG, Liverpool John Moores University, Oral presentation. 2021

‘Pre-Season’ Findings: Perceptions from key stakeholders in the sponsorship of grassroots football, Power of Sport, Liverpool John Moores University, Oral presentation. 2018

The Sponsorship of Grassroots Football in Times of Financial Difficulty, Sport and Politics Annual Conference, University of Stirling, Oral presentation. 2018

Research Grants Awarded:

British Academy, Fans Supporting Foodbanks’: origins, strengths and potential growth., Jack Sugden and Clay Gransden, Grant value (£): 10,000, Duration of research project: 2 Years.


Fellow, Higher Education Academy.

Membership of professional bodies:

Member, Football Collective, https://football-collective.co.uk/.