The IRONMAN Group is pleased to announce the addition of Matt Scammell to its senior leadership team as Executive Vice President of Global Partnerships. Scammell brings a wealth of knowledge and experience to The IRONMAN Group after successful leadership positions at major global sporting organizations. In this role, Scammell is charged with developing new and innovative partnerships with the world’s best brands to elevate the athlete experience, enrich the endurance sport community, and grow the reach and positive impact of The IRONMAN Group and its partners across triathlon, trail running, road running, and cycling.
Scammell joins The IRONMAN Group after serving as the Chief Commercial Officer at FIA Formula E Championship, where he oversaw sponsorship, ticketing, hospitality, licensing and retail revenue. He began his time in the sports industry with Manchester United where he spent nine years and served as the Head of Global Sponsorship before joining the Liverpool Football Club as its Commercial Director. His experience within sport extends to significant involvement in women’s team propositions, which is of particular relevance as The IRONMAN Group continues a focus on growing women’s participation in endurance sports.
Scammell understands brands that people love and the power of highly engaged communities in which people are deeply passionate about their sport. He will lead the global partnerships team in developing partnerships with brands across a wide variety of products, services, and experiences that ultimately inspire and enable endurance athletes to embark on life-changing experiences and achieve their greatest ambitions in life. He will also lead the team in continuing to innovate the athlete experiences, working with partners to create state-of-the-art activations both digitally and at events.
“We are excited to welcome Matt to the team. He has a deep understanding of how to develop innovative partnerships that inspire communities, enrich the customer experience, and elevate the love people have for brands,” said Matthieu Van Veen, Chief Business Officer for The IRONMAN Group. “Matt’s experiences leading global businesses and teams across Asia, Europe, the Middle East, and the United States will be instrumental in the future growth and success of The IRONMAN Group, and we look forward to Matt’s positive impact on our team, the business, and our global community of athletes and partners.”