Hatch kicks off new sport division

A Leeds-based creative communications agency has launched a new specialist division focused on sport and community engagement.

Hatch has announced the creation of Hatch Sport & Communities, a new arm designed to deliver authentic, fan-first campaigns across the sporting landscape. 

The division will work with brands, rights holders, sponsors, governing bodies and grassroots organisations, helping them connect more meaningfully with supporters while aligning commercial ambition with fan expectations.

Led by Billy Morton, who returns to Hatch as sport and campaigns lead after previously spending eight years with the agency, the division will work closely with directors Matt Peden and Victoria Tidmarsh to shape the new offering. 

Newly appointed account executive Gracie Hill also joins the team, bringing experience from major sporting projects including the Women’s Rugby Union World Cup 2025 in England and work with Warrington Wolves.

Billy said: “I’m delighted to be re-joining Hatch to lead this new specialist arm. 

“There’s a huge opportunity for brands to show up with more purpose in sport. 

“It's time to go beyond badges and sponsorship logos and create campaigns that genuinely connect with fans.”

The launch follows Hatch’s recent introduction of its ‘Supercharged Storytelling’ proposition, a new framework designed to bring the agency’s cross-channel work together and boost the impact of every brand story it delivers. 

Hatch Sport & Communities will build on this approach through FANconnection, an agency-wide method focused on better understanding supporters and helping organisations engage fans in ways that feel authentic, relevant and community-driven.

Matt added: “Sport has always been a core pillar of Hatch’s offer, and over the past 17 years we’ve worked with an extensive list of brands and rights holders, from bet365 and The Hundred through to British Cycling and UK Sport. 

“We feel now is the time to take our offer to the next level with a dedicated focus.

“By using the agency’s specialist knowledge, and leaning into Hatch’s broader core capabilities across PR, social, content and activation, our proposition is anchored in guiding brands to communicate with fans with meaning, not just messaging.”

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