The joy of working in sport

Written by, Matt Joy

I have said many times over the last 15 years that working in the sports industry is a privilege that brings some incredible highs and as a result of that I’ve had the opportunity to watch some amazing sporting moments as they happen.

These moments don’t just happen by chance. Behind the scenes, a huge amount of training and preparation goes in by the coaches and players and this is matched by the operational side of the business so that the fans and viewers can enjoy the moments. The sports industry moves quickly and it’s that fast pace that brings excitement, challenge, and constant innovation to every day behind the scenes. 

Whilst at Stoke City, highlights include the team reaching a very first FA Cup final, followed up with a run to the last 32 of the Europa League, ending in Valencia, to Bristol City’s 99-point League One title and JPT double winning season. My career has given me a front-row seat to many unforgettable memories.

An excitement of short-term focus in sports marketing

The nature of the job rarely allows time to pause and reflect on those victories and ‘magic moments’. Before you can truly take in the joy, you’re already thinking about the next game, the next campaign, the next challenge. It’s a relentless cycle of preparation, planning, and execution, leaving little time to enjoy any success.

Fans do have the luxury of reliving their favourite moments for days, weeks and years— and a couple that still stand out to me (amongst the hundreds of goals that I have seen) Oussama Assaidi’s dramatic winner for Stoke in a 3-2 win against Chelsea, THAT Peter Crouch volley against Man City, Asmir Begovic scoring from his own box, 

Moments of Pride

I can look back over many achievements that can be recalled as highlights in my career, but in the rush to always look ahead, it’s easy to let these slip by in the moment. I look back with great pride on my work in leading the rebrand from a marketing perspective for Bristol Rugby. This wasn’t just a logo and name change; it helped to reposition the club, both internally following years of ‘failure’ and also in the minds of fans and the wider rugby community. Similarly I learned so much as  part of the team that helped deliver the transformation of Ashton Gate Stadium.

But the truth is, these moments  passed by too quickly and with no time to realise or appreciate what success was actually being achieved. The pressure to keep moving forward, to focus on the next campaign or next match, or next milestone meant that I never fully appreciated them as much as I should have at the time. 

More recently, I have been able to support the team at JMP on a Sky Bet & British Heart Foundation campaign, which included a shoot with legendary names of the game like David Ginola, Glen Hoddle, and Graeme Souness at Wembley—but even those iconic moments can feel fleeting when your mind is already on the next day, the next edit, the next shoot, delivery, and the need to ‘go again’.

The Rewards/Pitfalls of the Role

The fast-paced nature of sports marketing can sometimes feel relentless, but it also offers unique rewards. Every matchday or event and every campaign has the potential to make an impact. You’re not just part of the business side of things; you’re helping to shape the fan experience, create memories, and build connections between players and athletes, fans, clubs, partners and a community.

That said, the constant pressure to deliver results and stay ahead of targets, figures and revenues makes it easy to forget about the present. The next game or campaign is always around the corner, meaning the highs are brief, and you’re always chasing the next win.

Knowing that your work played a small role in a club’s success is of course satisfying but the emotional toll of this short-term focus can be huge for all. 

Finding Balance and Enjoying the Moment

Looking back, I’ve learned a few important lessons about balancing the short-term, tactical demands with the need to take stock of the present. I’m working really hard to step back and appreciate those fantastic moments in the here and now and encouraging the team at JMP to do the same.Today, I make a conscious effort to try and enjoy, or at least recognise these moments, knowing how easily they can slip away.

The sports and entertainment industry will always be fast-paced and constantly-moving, which is part of the thrill and the draw to working in it. The challenge is recognising the unique moments and the impact you have along the way. In a career filled with memorable moments, it’s not about being part of the history—it’s about also remembering to live it.