Matt Hymers (OKG02)
Tuesday, 3 December 2024

Matt Hymers (OKG02) is at the forefront of innovating fan engagement in sport. CEO of Connected Fanatics, Matt combines expertise in wearable technology, sports analysis, and product marketing to create more meaningful connections. 

Based in Sweden, he leads a London-based team on a mission to foster belonging, connection and unity among fans worldwide. For more than a decade, Matt has guided projects that enhance athletic performance, drive commercial value, and promote sports participation. 

Most recently, Matt has played an integral role in the lead up to the 2025 British & Irish Lions' Australian Tour, collaborating with Canterbury of New Zealand and Howden to release the official Lions jersey with an embedded near-field communication (NFC) chip. Jersey owners will be able to unlock exclusive features within the Lions Clubhouse app, including behind-the-scenes content, matchday moments and player Q&As."

Jersey value goes beyond price and material," Matt explains. "Wearing your team's colours gives you a sense belonging, while reminding of the importance of history, tradition and celebrating memories." 

"I'm delighted to bring Lions' fans closer to the action, and excited about what the future holds as we redefine how people engage with their favourite teams and players."

Photo supplied