In today’s world of global sports, few names stand out like Matthew Kesteven Selby. He isn’t a professional athlete or a coach. Instead, he’s one of the key people behind the scenes who makes the big events, sponsorships, and marketing strategies come to life.
If you’ve ever seen a major golf tournament, an international Formula One race, or a destination campaign that connects sport with travel — chances are, someone like Matthew Kesteven Selby helped make it happen.
A Journey That Started with Passion and Curiosity
Every success story starts somewhere simple, and so does Matthew’s. From a young age, he was drawn to the energy of sports, teamwork, and the excitement of big events. But instead of playing on the field, he was curious about what happened behind the scenes — how teams, sponsors, and organizers worked together to create those moments we all remember.
He studied hard and built a strong foundation. At the City of London Freemen’s School, he earned top grades in his GCSEs and A-levels, showing early signs of focus and discipline. Later, he crossed the Atlantic to study at Charleston Southern University in the United States. There, he earned a Bachelor’s degree in Business Management and Economics with a solid GPA of 3.25.
This mix of British education and American experience gave him something special — a balance of structure, strategy, and creativity. It was the start of what would become a global career that took him from the UK to the Middle East and beyond.
The Early Days: Building Experience Step by Step
Like many great professionals, Matthew Kesteven Selby started small but dreamed big. His early career was all about learning, observing, and getting things done.
He first worked with Keith Prowse and Compass Group, where he was part of some of the UK’s most iconic events — including Wimbledon, the Henley Royal Regatta, and the Cartier International Polo. These experiences taught him about precision, planning, and how every small detail can make or break an event.
Later, he took on a role as Duty Manager at the InterContinental Hotels Group in Charleston, South Carolina. There, he learned how to manage operations, handle guests, and lead teams in a busy hospitality environment. It wasn’t glamorous work, but it gave him the people skills and problem-solving mindset that would become essential later in his career.
Looking back, these early experiences were like training rounds — helping him understand how big events come together, how teams operate under pressure, and how to think both creatively and practically.
Taking Things Global: The Abu Dhabi Years
In 2009, Matthew Kesteven Selby made a bold move — he joined the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi). This was a major step that took him from local events to the global stage.
Abu Dhabi was growing fast as a travel and sports destination, and Selby played a key role in that journey. He helped manage and promote world-famous events like the Abu Dhabi HSBC Golf Championship, the Etihad Airways Abu Dhabi Formula One Grand Prix, and the Volvo Ocean Race.
Through his leadership, Abu Dhabi started to shine as a world hub for sports and tourism. He also helped create and promote the “Golf in Abu Dhabi” and “Sport in Abu Dhabi” programs — smart initiatives that showed how sport could bring in visitors, build reputation, and support the local economy.
Selby’s years in the Middle East taught him how global marketing works — how to connect different cultures, partners, and goals through sport. He learned to manage complex projects, large teams, and multimillion-dollar sponsorships, all while keeping his focus on creativity and impact.
Mastering Motorsport and Sponsorship Strategy
After his time in Abu Dhabi, Matthew Kesteven Selby returned to London with a new challenge — motorsport. In 2013, he joined Right Formula, a leading motorsports marketing agency that works closely with Formula One brands and sponsors.
Here, he stepped into the fast-paced world of high-stakes sponsorships. Formula One is a unique environment — every partnership, logo, and brand activation must deliver measurable value. Selby thrived in this setting, combining creativity with solid business logic.
His role as Senior Director allowed him to work directly with major clients, helping them get the most out of their F1 partnerships. It wasn’t just about putting logos on cars — it was about crafting strategies that told powerful stories, reached global audiences, and built emotional connections between fans and brands.
This period showed another side of Selby’s talent — not just event management, but deep commercial insight. He learned how to balance brand goals with audience expectations, how to negotiate with confidence, and how to build trust in one of the most competitive industries in the world.
A New Chapter: Performance54 and the Rise of Global Golf Marketing
In 2015, Matthew Kesteven Selby joined Performance54, a fast-growing company that specializes in golf sponsorship, destination marketing, and brand strategy. This move turned out to be one of the most defining moments of his career.
Starting as Executive Director, Selby quickly proved his value through his leadership and strategic thinking. By 2021, he was promoted to Chief Commercial Officer, and later, in 2023, became the Group Chief Commercial Officer.
Performance54 is known for being more than just a marketing agency — it’s a creative powerhouse that connects golf, travel, and business. Under Selby’s leadership, the company has worked with tour players, tournament promoters, and global destinations to design campaigns that don’t just look good but deliver real results.
He helped build an integrated platform that combines sponsorship activation, digital marketing, and event management — all aimed at making golf more exciting and accessible worldwide. His ability to unite creativity and commercial success has helped Performance54 become one of the most respected names in the golf industry today.
Vision, Innovation, and a Global Impact
What makes Matthew Kesteven Selby so admired isn’t just his job titles — it’s his vision. He believes that sport is more than competition; it’s about connection, culture, and community. His work has shown that great marketing doesn’t only sell tickets or promote brands — it brings people together.
Whether it’s helping Abu Dhabi grow into a world sports destination or expanding Performance54’s reach across continents, Selby’s approach always blends strategy, passion, and purpose.
He’s also known for his ability to spot new trends early — such as the rise of women’s golf, digital fan experiences, and smart sponsorship models that create long-term value instead of short-term attention.
At a time when sports and tourism are changing fast, Matthew Kesteven Selby continues to stay ahead by thinking differently, collaborating globally, and staying focused on innovation.
Innovation Beyond the Course: Behind The Volt
As Matthew Kesteven Selby continued to grow in his career, he didn’t stop at one success story. His passion for creativity and innovation led him to another exciting venture — Behind The Volt.
Behind The Volt isn’t just a company; it’s a new way of thinking about events. It focuses on using technology to make experiences more immersive, exciting, and unforgettable. Imagine a major golf championship with dazzling light shows, interactive screens, and digital effects that make fans feel part of the action — that’s what Behind The Volt does.
Under Selby’s guidance, the company explores new ways to blend entertainment, technology, and sport. It helps events come alive with lighting, sound, and visuals that turn ordinary moments into lasting memories. His idea is simple but powerful: when people enjoy the experience, they remember the brand behind it.
This project shows another side of Selby — not just the executive or strategist, but the innovator who believes in the emotional side of sport. He knows that when people connect with an event emotionally, it becomes something they never forget.
Leadership That Inspires Others
When people talk about Matthew Kesteven Selby, they often mention his calm but confident leadership style. He doesn’t just give orders — he leads by example.
Selby believes good leadership starts with listening. He gives his teams space to think, create, and share ideas freely. In meetings, he’s known for asking questions like, “How can we make this even better?” or “What will make this memorable for people?” These questions encourage everyone around him to think big.
At Performance54, he built teams that work like families — connected, supportive, and creative. His goal is always the same: make sure everyone understands the vision and feels proud of what they’re building together.
Colleagues say he has a rare mix of vision and practicality. He can dream up a big idea one moment and discuss budgets, logistics, or timelines the next. This balance makes him a trusted leader who can handle both creativity and business realities with ease.
The Power of Connection and Global Collaboration
One of the most impressive things about Matthew Kesteven Selby is how he brings people together. His work has taken him across the world — from London to Abu Dhabi, from Las Vegas to Seoul — connecting brands, athletes, and fans.
He believes sports are a global language. Whether it’s golf, motorsport, or any other event, people come together because they share passion and excitement. Selby uses this power of connection to create partnerships that last.
For example, under his commercial leadership, Performance54 has worked with international organizations like the Ladies Professional Golf Association (LPGA) and the Public Investment Fund (PIF) to promote women’s golf around the world. These collaborations are not just about sponsorships — they are about opportunity, equality, and global growth.
Selby’s approach is always forward-looking. He sees the potential in every partnership, knowing that when different cultures and ideas come together, great things happen.
A Legacy of Excellence and Creativity
Over the years, Matthew Kesteven Selby has built more than a successful career — he’s built a legacy. His work has touched nearly every part of the sports business, from event management and sponsorship activation to tourism and destination branding.
He is respected not just for what he has achieved, but for how he achieves it — with honesty, collaboration, and care. People who have worked with him often say that he doesn’t just think about profit; he thinks about people, experiences, and long-term impact.
In an industry where trends come and go, Selby’s strength lies in his consistency. He has stayed focused on quality, creativity, and innovation, even as the world of sports marketing continues to evolve. His projects remind us that behind every great event or campaign, there’s a team — and often, a leader like Selby — making sure everything runs perfectly.
Core Skills That Define His Success
What makes Matthew Kesteven Selby so effective is his ability to balance different skills. He’s strategic but also hands-on. He’s creative but disciplined. He knows how to manage people, budgets, and ideas all at once.
Some of his strongest areas include:
- Strategic planning and development – setting clear goals and smart business directions.
- Event and project management – ensuring everything runs smoothly from start to finish.
- Sponsorship activation – turning brand deals into real, visible value.
- Tourism marketing – connecting destinations with sport to boost travel and business.
- Brand management – telling stories that audiences remember.
- Leadership and teamwork – guiding teams with trust and shared purpose.
He treats every project like a partnership, not a transaction. That’s why brands, players, and organizations continue to trust him year after year.
A Vision for the Future
As of 2025, Matthew Kesteven Selby continues to shape the future of sports marketing. His vision is simple — keep innovating and keep connecting people through sport.
He believes the next chapter of sports business will be about experience and technology — helping fans not just watch but feel the action. Whether it’s through digital fan platforms, smart sponsorships, or new event formats, Selby wants to make sports more personal and interactive.
He also continues to support women’s golf, sustainability in sports tourism, and the growth of new global markets. These areas reflect his belief that the future of sport must be inclusive, forward-thinking, and accessible to all.
Final Thoughts: A Story of Passion and Purpose
At the heart of everything, Matthew Kesteven Selby’s story is about passion — a love for sport, teamwork, and creating something meaningful. From organizing early events at Wimbledon to managing global partnerships at Performance54, his path shows what’s possible when hard work meets vision.
He proves that success isn’t only about being in the spotlight — it’s about helping others shine. Every event he manages, every brand he builds, and every partnership he leads carries a bit of his belief: that sport has the power to inspire and unite people across the world.
So, the next time you see a stunning golf event or a sports campaign that captures your imagination, remember — behind that success, there might just be a strategist like Matthew Kesteven Selby, turning passion into performance and vision into reality.
