Flo Williams Joins MATTA As Women’s Sport Lead

April 8, 2022

Award-winning sports, fitness and wellbeing agency MATTA has appointed Wales & Wasps rugby player and founder of The Perception Agency, Flo Williams, to the position of Women’s Sport Lead. 

Williams will provide insight, strategic knowledge and a deep cultural understanding to client projects and new business conversations, and help with deepening and broadening MATTA’s connection to the world of women’s sport. 

The addition of Williams to the MATTA team will further boost the impact the agency has already made in women’s sport, including launching the Lionesses in 2015, elevating them to a household name; launching the Red Roses in 2016, and leading their recent brand evolution “One in, All in”; and creating the “Go Boldly” campaign that saw England Women’s cricket team sell-out Lord’s in 2017. More recently MATTA’s “It’s Show Time” ticket-driving campaign helped the UEFA Women’s Euro 2022 to record-breaking sales, with the final selling out within just 45 minutes on launch day; and they are currently working with the ATP and WTA tours on their increasingly united campaign and brand work. 

Williams has been working with MATTA on the recently launched England Rugby Red Roses “One in, All in” campaign for the past 8 months using her unique experience to deliver a project that is transforming the marketing of women’s sport. Williams also recently featured in MATTA’s webinar series “What Matters to the Fan of the Future – Rugby Edition”. 

Having played elite sport for over 12 years – during arguably the most groundbreaking era for women’s sport to date – Williams has acquired a deep understanding of both the cultural and societal position of women in sport and the audiences for women’s sport. She also brings significant industry knowledge from her previous experience working with Loughborough University, MindShare and founding her own specialised women’s sport agency The Perception Agency in 2019. 

The addition of this role, which has been flexibly designed to support Williams’s schedule as a professional rugby player, demonstrates MATTA’s commitment, belief and excitement around the hugely fast paced growth of women’s sport. 

Tom Allwood, Co-Founder of MATTA, said, “Ever since the first days of MATTA back in 2015 we have seen women’s sport as a hugely exciting opportunity both creatively, and as part of our belief in the power of sport to make a difference in the world. Flo’s role is new in the agency and will drive our ambition to be a global force and leading voice in the marketing of women’s sport – allowing us to provide authenticity, insight, trust and purpose to our clients. Flo has a deep understanding of both the cultural and societal position of women in sport as an elite female athlete, and has first class marketing experience having founded The Perception Agency.” 

Flo Williams, Wasps & Wales and now Women’s Sport Lead at MATTA, said, “I am extremely excited & grateful for the opportunity to take the role of Women’s Sport Lead with an award-winning, global agency like MATTA. Being in a position to make a genuine difference to the global landscape of women’s sport through marketing has always been my passion & MATTA are the perfect agency to facilitate this shared vision I first initiated via The Perception Agency. The creation of this role demonstrates MATTA’s ambition in women’s sport and I can’t wait to reveal everything we have planned!”