Hatch launches new Sport & Communities division

Creative communications agency Hatch has launched a specialist division dedicated to delivering authentic, fan-first campaigns across the sporting landscape. Hatch Sport & Communities will work with brands, rights holders, sponsors, governing bodies, and grassroots organisations to create campaigns that bridge the gap between brand ambition and supporter expectation.

Speaking about the launch, Matt Peden, managing partner, said: “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.

“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.”

The new division will be led by Billy Morton, who returns to Hatch as Sport & Campaigns Lead. Having previously worked at Hatch for eight years, Morton brings a wealth of experience in delivering high-profile sport and community campaigns. He will be working alongside agency Directors Matt Peden and Victoria Tidmarsh. Additionally, new account executive Gracie Hill joins the team bringing with her experience of working on the Women’s Rugby Union World Cup 2025 in England and Warrington Wolves.

Billy Morton, Sport & Campaigns Lead at Hatch, commented: “I’m delighted to be re-joining Hatch to lead this new specialist arm. 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.”

The announcement follows the agency’s recent reveal of its new ‘Supercharged Storytelling’ proposition, a framework designed to unify Hatch’s cross-channel thinking and elevate the impact of every brand story it tells. Hatch Sport & Communities develops this further with FANconnection, an all-agency approach to identifying, understanding, communicating and effectively engaging with fans.