Matt Bailey joins Fuse as managing partner
Fuse has appointed Matt Bailey – formerly head of brand partnerships at Octagon – as managing partner within its rights consultancy division. Louise Johnson, the firm’s global CEO, praised his “deep experience across sport” and his “strategic and commercial mindset”.
Johnson added, “Matt’s reputation for building trusted client relationships make him an exceptional addition to the Fuse leadership team. He brings not only world-class expertise, but also the collaborative and forward-thinking approach that will help drive our agency’s next chapter of growth.”
Fuse, the global sport and entertainment marketing agency. It has offices in the UK, Europe, the Americas and Asia with over 400 employees internationally, recently opening hubs in Spain, India and Brazil.
Bailey will lead the firm’s client republic within the rights consultancy division, overseeing a portfolio of high-value accounts and driving strategic guidance, commercial leadership and operational excellence. In addition, he will play a central role in the agency’s commercial growth, contributing to new business efforts, product development initiatives and leadership forums that shape the agency’s direction.
Bailey brings over 20 years’ experience working with brands such as Amazon, Cisco, UPS and Sony, as well as rights holders including UEFA, The FA and the NBA. He joins Fuse from Octagon, where he most recently served as head of brand partnerships. While his core expertise lies in sport, Bailey will also be instrumental in expanding Fuse’s footprint across the entertainment space, identifying opportunities at the intersection of sport, music, fashion and culture.
Bailey’s appointment reinforces Fuse’s commitment to being “culturally connected and seriously effective”, ensuring the agency continues to deliver work powered by cultural intelligence with effectiveness at the core, delivering measurable impact through strategic creativity and data-led insight.
He commented, “In a fragmented marketplace, the brands that break through are the ones that connect to culture – showing up where interests thrive, not just where impressions are bought. Fuse stands apart in its ability to translate these interests into authentic brand experiences. Within the rights consultancy team, my priority will be ensuring relationships that advance our ability to connect brands to moments that matter most, turning cultural relevance into measurable business impact.”
