In the competitive worlds of sports marketing, tourism, and event management, few professionals have demonstrated the breadth of experience and impact that Matthew Kesteven Selby brings to the table. With a career spanning over two decades across Europe, the Middle East, and the United Kingdom, Selby has crafted a reputation as a strategic leader, commercial innovator, and operational expert in the fields of golf marketing, sponsorship activation, destination branding, and event management.
Currently serving as Group Chief Commercial Officer at Performance54, Selby’s journey reflects a rich tapestry of leadership roles, cross-industry collaborations, and notable achievements that continue to shape the international sports and tourism sectors.
Early Education and Foundations
Matthew Kesteven Selby’s academic path laid a strong foundation for his future career. He attended the prestigious City of London Freemen’s School, excelling in his GCSEs and A-Levels with impressive grades ranging from A* to B. He later pursued higher education at Charleston Southern University, where he earned a Bachelor’s degree in Business Management and Economics with a solid GPA of 3.25. His academic grounding in business principles, combined with an early interest in sports and events, would soon steer him towards the world of professional sports marketing.
Building a Global Career: Early Roles and Growing Expertise
Selby’s professional journey began with key operational roles at major sporting events while working with Keith Prowse & Compass Group between 1999 and 2002. Here, he honed his skills in operations management at prestigious venues like Wimbledon and the Henley Regatta.
After gaining hospitality and customer service experience as a Duty Manager at InterContinental Hotels Group in Charleston, South Carolina, Selby returned to the UK to work in event management and business development. At Professional Sports Group (later Professional Sports International), he helped develop bespoke B2B and B2C events, crafted sponsorship strategies, and delivered activation programs for brands such as Audi, Etihad Airways, and Dubai Sports City.
Expanding Horizons: Abu Dhabi and Beyond
In 2009, Selby took on a pivotal role with the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi). Over the next four years, he played a central role in elevating Abu Dhabi’s global tourism profile through major sports sponsorships and event activations.
He managed international projects like:
- Abu Dhabi HSBC Golf Championship
- Etihad Airways Abu Dhabi Formula One Grand Prix
- Volvo Ocean Race Abu Dhabi
- Al Ain Aerobatic Show
Selby also led packaging and promotion efforts for initiatives such as “Golf in Abu Dhabi” and “Sport in Abu Dhabi,” helping boost the emirate’s profile as a premium sports tourism destination. His contributions significantly enhanced revenue streams and brand visibility for Abu Dhabi on the world stage.
Excellence in Motorsport Sponsorship and Commercial Strategy
In 2013, Selby joined Right Formula, a premier motorsports marketing agency specializing in Formula One. As Senior Director, he applied his extensive event and sponsorship experience to deliver strategic commercial solutions for clients engaged in the high-stakes world of F1 sponsorship and activation.
His tenure there further solidified his ability to bridge the commercial objectives of brands with the dynamic environment of global sports, a skill that would define the next stages of his career.
Leadership at Performance54: A New Era
Since 2015, Matthew Kesteven Selby has been a vital force at Performance54, a global leader in golf marketing and destination branding. Rising from Executive Director to Chief Commercial Officer, and now serving as Group Chief Commercial Officer, Selby has overseen transformative projects that redefine how brands engage with the golf industry.
Performance54, under Selby’s commercial leadership, provides innovative marketing solutions that help brands and destinations achieve superior performance through golf sponsorship, destination marketing, and brand management strategies.
Selby’s leadership has contributed to:
- Building a unique integrated golf marketing platform.
- Representing Tour players, tournament promoters, and rights holders globally.
- Driving increased brand revenues through sophisticated sponsorship activation and operational excellence.
Expertise and Skills
Matthew Kesteven Selby’s areas of expertise are diverse and interconnected, spanning:
- Strategic Development and Business Planning
- Project Management and Operational Delivery
- Financial Management and Budget Oversight
- Sports Marketing and Sponsorship Activation
- Brand and Creative Management
- High-Stakes Contract Negotiations
- Business Development and Client Relations
- Team Leadership and Talent Development
His multi-disciplinary skills have allowed him to navigate complex commercial environments, balancing creativity with profitability and long-term brand impact.
Conclusion
Matthew Kesteven Selby stands out as a seasoned leader whose career has seamlessly bridged sports marketing, tourism development, and event management. From grassroots event execution to leading international sports marketing initiatives, Selby’s career is a testament to versatility, vision, and a relentless drive for excellence.
As Group Chief Commercial Officer at Performance54, he continues to push the boundaries of innovation and strategy in the global sports and tourism sectors, setting new standards for commercial success and operational brilliance. For anyone looking to understand how passion, strategy, and leadership intersect in the world of sports marketing, Selby’s career offers an inspiring blueprint.
FAQs
1. Who is Matthew Kesteven Selby?
Matthew Kesteven Selby is a senior sports marketing and tourism executive, currently serving as Group Chief Commercial Officer at Performance54.
2. What is Matthew Kesteven Selby known for?
He is known for his leadership in golf marketing, event management, and destination branding, especially within global sports industries.
3. Where did Matthew Kesteven Selby study?
He studied Business Management and Economics at Charleston Southern University and completed his early education at City of London Freemen’s School.
4. What companies has Matthew Kesteven Selby worked with?
Selby has held senior roles at Performance54, Right Formula, Abu Dhabi’s Department of Culture and Tourism, Professional Sports Group, and more.
5. What are Matthew Kesteven Selby’s areas of expertise?
His expertise includes strategic planning, sponsorship activation, project management, sports tourism marketing, brand management, and business development.
