Clarity.
Growth.
Confidence.

Strategic clarity creates the mindset and momentum for commercial success.

Independent strategic advisory helping organisations create clarity, unlock growth and progress with confidence.

Experience that counts.
Work that moves the needle.

About Matt Royle

Founder of TWNTYTWO

Independent Strategic Advisor

15+ Years Experience

Brands
Agencies
Rights Holders
Venues

Leadership Roles

adidas
SPORTFIVE
Co-op Live

Trusted To

Shape Strategy
Build Partnerships
Unlock Growth

Track Record

Turning Complexity into
Clarity and Action

How TWNTYTWO
Can Help

Growth Strategy
& Business Development

Clear Commercial Direction.
Sharper Positioning.
Stronger Revenue Pipelines.

• Commercial Growth Strategy
• Competitor & Sector Analysis
• Business Development Strategy
• Go-to-Market Strategy
• Strategic Narrative Development

Partnerships Strategy
& Activation

Strategically Designed.
Creatively Activated.
Commercially Measured.

• Partnership Strategy
• Rights Packaging & Modelling
• Activation Leadership
• Measurement & Reporting
• Partnership Portfolio Audits
• Brand Market Entry Advisory

Partnership Development
& Revenue Growth

Targeted Outreach.
Commercial Traction.

• Market & Category Mapping
• Partnership Outreach
• Pipeline Management
• Deal Structuring

Pitch & Tender Leadership

Clear Narratives.
Stronger Propositions.
Conversion.

• Strategic Narrative Development
• Proposal Development
• Cross-Functional Management & Delivery
• Pitch Team Coaching

Fan Engagement Strategy

Deeper Fan Connection.
Relevance With Younger Audiences.
Impactful Partnerships.

• Fan Engagement Strategy
• Youth Audience Growth
• Partnership Integration

Supporting

Rights Holders

Clubs
Leagues
Governing Bodies
Live Entertainment Venues

Brands

Existing & prospective partners
investing in sport & entertainment

Agencies

Commercial, creative and strategic teams
across sport & entertainment

The TWNTYTWO Approach

I work as an extension of your senior team, bringing strategic clarity, senior-level judgement, commercial perspective and practical delivery to unlock growth and create momentum.

Immersive Discovery

Understanding the challenge before defining the solution.

Insight-Led Decisions

Combining analysis & experience to shape smarter choices.

Collaborative Working

Aligning stakeholders
and building momentum.

Executive Communication

Creating clarity, confidence
and action.

Engagement Models

Fractional & Interim Leadership

Embedded senior expertise on a flexible, part-time or interim basis.

Retained Strategic Partnership

Ongoing senior support, ensuring continuity, momentum and proactive planning.

Project Leadership

Ownership and delivery of defined strategic initiatives from scoping through to implementation.

Day Rate Advisory

Flexible, on‑demand support for
targeted opportunities and challenges.

Experience That Counts

More than 15 years' experience spanning Brands, Agencies, Rights Holders, Venues and Advisory Engagements.

Career Highlights

Selected Experience

Organisations, Rights Holders and Brands worked with throughout my career.

Let's Start a Conversation

Whether you're exploring a specific opportunity, seeking a new perspective or looking to unlock growth, I'd welcome the opportunity to explore how I could support.