Dr Matthew Hindmarsh

Sport Studies Leisure and Nutrition

Dr Matthew Hindmarsh is an associate 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 since 2019. 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 guest lectured at the University of Liverpool International Summer School on the topic of football business within the city of Liverpool. Matthew 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

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


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

Internet publication

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


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

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

Media Coverage:

https://theathletic.com/3219609/2022/03/31/everton-accounts-explained-loss-wages-moshiri/, Everton accounts explained: £120m loss, ‘astounding’ wages and another £242m from Moshiri - The Athletic. 2022

https://www.patreon.com/posts/64486542, EFC Accounts Special - AllTogetherNow Podcast. 2022

https://podcasts.apple.com/gb/podcast/19-anthony-smith-and-matthew-hindmarsh/id1304637859?i=1000507007932, The Search for Grassroots Football Sponsorship - The Liverpool County Football Association Podcast. 2021

https://www.youtube.com/watch?v=gPhQHSCUXxI, Grassroots Football Series - The Football Collective. 2020

Research Grants Awarded:

British Academy, Fans Supporting Foodbanks’: origins, strengths and potential growth., Jack Sugden and Clay Gransden, Grant value (£): 8,000, Duration of research project: 2 Years.

Membership of professional bodies:

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