Matt Riches

Currently Head of Partnerships at Lucozade Sport with the responsibility for strategic development of partnerships for brand and business integration. Previously Commercial Director at Tough Mudder and prior to that I spent a number of years in different commercial and marketing roles within sports marketing, creative and media agencies. I’ve a simple philosophy that being active is fundamental to happiness and through the marketing of sport and an active lifestyle it is possible to challenge and change how people live and behave towards brands – thinking time is best done on the trails or the bike!