Matthew Betes

I’m a brand storyteller, marketing strategist, and team builder with over 20 years of experience leading high-growth initiatives across retail, loyalty, and tech. From building global campaigns for M&S, Carrefour, and Sainsbury’s to launching innovative SaaS platforms, I’ve always been passionate about turning ideas into movements and brands into magnets.

Today, I’m the Founder and CMO of More-Rewards — a first-of-its-kind loyalty platform built specifically for the sports industry. We help clubs connect more deeply with their fans, grow matchday and off-pitch revenue, and deliver value long after the final whistle. We believe loyalty in sport deserves to be recognised, rewarded, and reimagined.

Throughout my career, I’ve led marketing teams across 25+ countries, created brand platforms from scratch, and built partnerships that drive long-term growth. I enjoy collaborating with people who care about doing great work — and I thrive where creativity meets commercial clarity.

If you’re in the sports, tech, or loyalty space — or just curious about how we’re changing the game — I’d love to connect.