MatchFit Appoints Former ECB Head of Communications Caz Nicholls as Director in Expanded Leadership Team
MatchFit has appointed Caz Nicholls as a Director, marking the latest step in a sustained period of significant growth for the specialist sports communications agency.
Nicholls joins MatchFit from the England& Wales Cricket Board (ECB), where she served as Head of Communications –Planning, Strategy & Engagement, with a key focus on leading communications for The Hundred, the ECB’s flagship franchise-led domestic competition.
The appointment builds on a stellar communications career that has included a senior in-house brand role at Canon Europe and formative years agency-side, working on a portfolio of sport and culture clients including Southampton F.C., Spotify, Vodafone and Coca Cola. Caz joins MatchFit with an exciting remit to further enhance the agency’s evolution as the UK’s leading sports communications specialists. She will help drive agency culture and growth, with a focus on campaigns which create a demonstrative business impact for MatchFit clients.
Since its launch in 2020, MatchFit has helped some of the world’s most exciting rightsholders and brands speak the language of sport across fan, consumer, grassroots and business audiences. Its services span PR, influencer marketing and studio, with clients including Topps, Fanatics, The FA, Manchester City, The LTA, EA SPORTS, LALIGA, TravisMathew and Rugby League.
Based in MatchFit’s London headquarters, Caz will work alongside Director Rob Leary, joining a wider management team which also includes Cherrelle Jefferson, Director of MatchFit’s northern office in Manchester. MatchFit’s agency vision and strategic direction remain led by Co-Founders Donald Parish and Will Mitchell.
Caz Nicholls, Director of MatchFit (South) said; “Cricket has been myfirst dedicated role in sport, and I've fallen in love with the power of theindustry and the passionate, purpose-driven people behind it. With both in-houseand agency experience, I've seen both sides of the coin and recognise what it takes to drive genuine client impact, as well as the importance team culture plays in achieving that.
I couldn’t be more delighted to be joining the MatchFit team - a talented group of strategic, creative and passionate individuals who live and breathe sport as fans, players and followers."
Donald Parish, Co-Founder of MatchFit said; “Caz’s considerable achievements speak for themselves across a communications career blending sports rightsholder, governing body, brand and agency experience.
More importantly, however, she is a fantastic leader who brings incredible energy, a genuine love for people development and a true passion for the craft of communications.
It is extremely exciting to welcome Caz to MatchFit, and to unleash her talent as part of an agency team helping world-class clients speak the language of sport.”
Will Mitchell, Co-Founder of MatchFit said; “This is another exciting moment in MatchFit’s journey. Throughout the process Caz stood out as an exceptional candidate both professionally and culturally, adding to a perfect blend of experience across our wider management team.
Working in tandem with Rob Leary in Shoreditch and Cherrelle Jefferson in Manchester, MatchFit now has a best-in-class leadership team fit to deliver our vision to establish the best sports communications agency in the UK.”
The latest evolution to MatchFit comes at a time of hugely exciting growth for the agency during its 5th year since launch. Recently named ‘Agency of the Year’ at the UK Sponsorship Awards2025, the agency was also shortlisted for ‘Specialist Agency of the Year at the prestigious Sport Industry Awards 2025, as well as in the equivalent agency category at the Football Business and Sports Business Awards 2025. This year, the agency also attained “Great Places to Work” certification for 2025 with a 97% people score.
Earlier this year, MatchFit launched its second office in Manchester, reinforcing its commitment to serving clients nationwide with the best communications talent. The northern division has since secured new client wins including Rugby League, and the World Snooker Championship with Sheffield City Council. The agency also recently announced the arrival of Kate Hutchinson as a Senior Account Director from Hatch, based in the Manchester office.
Permanent headcount across both offices now stands at 18, with further recruitment underway.