Matchroom Boxing strengthen senior team

Daniel Underwood (left in image) joins to lead global marketing and communications and Alex Haines (right in image) joins to head up global content as Matchroom invest in senior hires.

Daniel joins from telecoms giant Vodafone, where he spent more than 8 years across the consumer and business brands divisions, most recently as Head of Marketing.

An award-winning marketeer Daniel was also involved in the launch of youth brand VOXI, running the sports, music and entertainment sponsorship programmes with Wasps, Lions and Goodwood Festival of Speed. Daniel also, brokered ambassador agreements including past relationships with Matchroom fighters Anthony Joshua and Lawrence Okolie.

Alex joins from a diverse background having spent many years within Music tour production, before transitioning into the Advertising world with award winning agencies Anomaly and TBWA.

Alex has directed commercials for megabrands such as Audi, Red Bull, Adidas and Under Armour, as well as heading up the content division at Ten Toes Media, working with high-profile footballers.
The moves mark a commitment to evolving the Matchroom Boxing brand globally and a desire to continuing to raise the profile of their world class events, fighters and partners. Daniel and Alex will work with the team to engage with a new generation of fans.

A critical part of the role will be working closely with the sports streaming giant DAZN, who in 2021 signed a landmark, game-changing five-year deal with Matchroom Boxing to be their exclusive broadcast partner.

Daniel Underwood said, ‘The sport of boxing is in a golden moment, so it’s a privilege to join the best in the business at Matchroom. I’m looking forward to help drive the next chapter of global growth and take the brand to new heights with the team.’

Alex Haines said, ‘As a boxing fan I’ve been watching and admiring Matchroom closely for many years. I’m delighted to join the team and help unearth and tell more stories from our incredible fighters, whilst growing the wider brand globally.’

Matchroom Boxing chief executive, Frank Smith said, ‘We are delighted to announce Daniel and Alex as part of the team, they bring with them a wealth of experience to take our vision forward. Traditionally we have not recruited at senior levels, instead developing from within, but we recognise the importance of these positions. The move demonstrates the commitment to our partners and the level of our ambition as a global sports brand.’

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