Insights · Strategy · Data

Matt Kyle

I turn data into decisions for the world's biggest sports and entertainment brands. Head of Insights with 10+ years across audience strategy, social intelligence, football analytics, and data visualisation.

Social & Audience Strategy Actionable Insights Power BI SQL Football Analytics Spanish Speaker

Profile

Head of Insights

Engage Digital Partners

Now

Video Consultant

Brentford FC

4 yrs

Sr. La Liga Analyst

Football Radar

4 yrs

Audience Strategy

Data & Power BI

Sports Analytics

Product Building

Clients

Trusted by global brands

Insight and strategy work across motorsport, football, tennis, rugby, racing, beauty, automotive, boxing and entertainment.

Formula 1

Motorsport

FIFA

FIFA+ · FIFAe

ATP Media

Tennis

Racing TV

Horse Racing

World Horse Racing

Horse Racing

Estée Lauder

Beauty

Honda

Automotive

And many more

Sport · Entertainment · Commercial

Expertise

What I do

A framework built on one question: What? So what? Now what?

◎

Audience Intelligence

Understanding who audiences are, what they want and how they behave - across sports, entertainment and commercial brands.

▲

Content & Social Strategy

Data-driven direction on what to create, where to publish and how to measure success. From TikTok masterclasses to full platform strategies.

◆

Data & Visualisation

Power BI, SQL, and self-taught technical skills applied to real business problems. I don't just read dashboards, I build the systems behind them.

⬡

Competitive Benchmarking

How you compare to the market, what competitors are doing better and where the opportunities sit. Evidence over opinion.

◉

Consultancy & Advisory

End-to-end project delivery for clients including target audience work, content taxonomies, operating model input and strategic recommendations at C-suite level.

⊞

Football & Sports Analytics

4+ years as a La Liga analyst at Football Radar. 4+ years as a video scout for Brentford FC. Deep domain knowledge across the sport.

Power BI

Built from scratch.
Used across the business.

I designed and built a company-wide Power BI reporting system from the ground up - data model, dashboards, and ongoing development - replacing a manual Excel process. Self-initiated, self-taught, delivered alongside my main role.

Businesses served

Active users

COO

Most senior user

6 months

Build time (so far)

Dashboard Examples

Reports I've built

Interactive Power BI dashboards built for client reporting and strategic insight. Click to enlarge.

⤢

Content overview - headline numbers, platform split & format breakdown (this report uses dummy data)

⤢

Partnership reporting - sponsor performance, ad value & engagement tracking (this report uses dummy data)

Projects

Things I'm building

Personal and side projects where I explore ideas, learn new skills, and build tools that solve real problems.

● Live

Sound Library

Social Media Audio Discovery Tool

A searchable, filterable web app for browsing curated audio from high-performing social media content. Tagged by mood, platform, use case, and trend status, with embedded video examples. Backed by Sound Scout - a standalone processing tool that surfaces trending sounds from Tubular Labs data with fuzzy duplicate detection.

React Airtable API Vercel GitHub JavaScript

View live app →

⌕ Search sounds...

All TikTok Reels Trending Evergreen

Trending Audio #1

Hype TikTok

Evergreen Sound

Chill Reels

Viral Moment

Drama YT

Match Day Edit

Sport TikTok

◐ In Progress

Audience Segmentation Engine

A fast, repeatable process for building rich audience profiles by combining first-party subscriber data, third-party social consumption data from Tubular Labs, and social listening data from Pulsar - creating a 360-degree view of who your audience is, what they consume, and what they need.

○ Exploring

Earned Media Value Model

Building a working model to calculate Earned Media Value at scale across social content - helping sports organisations demonstrate ROI for sponsors and partners, and ultimately package and monetise their digital inventory more effectively.

Speaking

On stage

Industry talks on sports audiences, AI, fan behaviour, and what the data tells us about how people consume sport.

SportsPro London · April 2026

How to Win the Battle for the 'Second Club Fan'

Co-presenting with Chris Sadd (MTM) on multi-club fandom, fan personas, and monetisation strategies for rights holders.
📍 KIA Oval, London

SportsPro AI · Broadcast Sport Summit · 2025

Grow Smarter, Play Harder: Using AI to Turn Audience Insights into Actionable Strategy

Whether you're trying to fill a stadium, align stakeholders, or power-up a new partnership - the tools to work faster, sharper, and with less risk. No data science degree required.
📍 London Stadium (West Ham) · Emirates Stadium (Arsenal)

SportsPro AI · London Stadium

Broadcast Sport Summit · Emirates Stadium

Broadcast Sport Summit · Follow-up

Available for

Panels, Talks & Workshops