Matthew McGovern

Matthew McGovern is a Performance Marketing and Analytics Executive at Tottenham Hotspur, where he applies data and digital insight to drive commercial growth.

A graduate of Queen’s University Belfast with a First Class Honours degree in Business Information Technology, and of Columbia University in New York with a Master’s in Sports Management, Matthew represents a new generation of data-driven sports business leaders shaping the future of the industry.

Since joining Tottenham in 2024, he has managed paid media campaigns across 12 commercial lines, delivering a four-times return on advertising spend while reducing cost per lead by 30 per cent across key markets including the UK, United States and South Korea.

He has developed analytics dashboards and reporting frameworks that improved decision-making and reduced cost per app install by 25 per cent, while helping guide significant paid media investment. He also collaborated with Columbia University to deliver a workshop for MSc students focused on Tottenham Hotspur’s growth in the United States.

Previously, Matthew worked with Orlando City SC and MSG Entertainment, building data tools and analytics systems to support operational and performance decision-making.

Already Appearing on the 2026 List

Sarah Redmond, Connor Ellis, Garry Kehoe, Yvonne Hedigan Conor Keenan, Roman Uzun, Louise McCleery, Niamh O’Brien, Annie Smyth, Ger Bonner, Myles Higgins, Ava Elders Gallagher, Gemma Uprichard, Niall McCabe, Nia Gallagher, Eimante Mikneviciute

 

Nominations for 2026

So, who do you work with that has shone over the past twelve months or more and is deserving of recognition as they rise through their career?

It could be someone you work alongside, or in another area that you have admired or been impressed by.

Now is your chance to do something special for them. Nominations wil remain open until we hit number 20 of our 30 in the listings, and will reopen again in February 2027.

Criteria

The criteria for submission is that the person should be working within the sports industry, or in a sponsorship or agency capacity that is bringing sport to life, and that they should be born in or after 1996.

You are invited to submit names and a short summary of why an individual deserves to be recognised below.

Our ambition from the start has been to create a network of people making a real difference within our industry.

Who should we be looking to for the next wave of excellence?

Over the coming weeks we will feature a run of interviews with those who have gone before, and we will continue to highlight some of those that have taken on a new role in the past year or two.

Then in June we will gather once more in the offices of PwC to meet in person, share experience and forge connections that will be of real value.

And we will also be looking at additional ways in which we can help those nominated to enhance their career and build strong friendships across the sector, particularly in this the tenth year of the list.

 

If you, like PwC, would like to be part of the Sport for Business community and see your organisation in our content, on our stages, and in the conversation happening every day around the commercial world of Irish Sport, email us today and let’s see what is possible.

 

Image Credit: Sport for Business

 

ABOUT SPORT FOR BUSINESS

Sport for Business is Ireland’s leading platform focused on the commercial, strategic and societal impact of sport. It connects decision-makers across governing bodies, clubs, brands, agencies and public institutions through high-quality content, events and insight. Sport for Business explores how sport drives economic value, participation, inclusion and national identity, and how your story can be part of ours.

Through analysis, storytelling and convening the sector, it helps leaders understand trends, share best practice and make better-informed decisions. Its work positions sport not just as entertainment, but as a vital contributor to Ireland’s social and economic fabric.

Find out more about becoming a member today.

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