Farrell’s New Role Follows Past Decade Spent as CMO of USA Swimming
Matt Farrell, CMO of USA Swimming, has joined Golf Channel as General Manager of Alternative Golf and Executive Director for the World Long Drive Association. Farrell is a 20-year veteran of sports and entertainment marketing spanning roles with USA Swimming, the U.S. Olympic Committee and Warner Brothers. The announcement was made today by Tom Knapp, Golf Channel executive vice president, partnerships and programming.
“Golf Channel is committed to the growth of the game by engaging new and different fans in our coverage of all aspects of the game,” said Knapp. “Alternative competitions like World Long Drive expand golf’s reach, and Matt’s proven track record of elevating sports, both through grassroots efforts, digital extensions and high-profile media opportunities will further fuel our efforts. Matt has a terrific reputation within the Olympic community, where he is known as an effective and strategic partner amongst colleagues across sport governing bodies and sponsors.”
“From the first time I experienced a WLD event, I immediately saw the progressive vision and promising future of long drive as a sport and unique avenue for golf to connect with younger, athletic-minded sports fans,” Farrell said. “And thanks to the investments of NBC Sports, the competitors, sponsors, and event hosts the past few years, we have an incredible foundation to expand upon with a global, long-term strategic plan. For me personally, I look forward to combining my background in commercial development, organizational leadership and digital content at USA Swimming and the U.S. Olympic Committee with Golf Channel’s entrepreneurial enthusiasm to grow the sport of golf in non-traditional ways.”
In the newly created role, Farrell will lead all domestic and international business elements for Golf Channel’s owned and operated alternative golf franchises, led by the World Long Drive Association, which has aired on Golf Channel since 2013. For these franchises, Farrell will oversee event sponsorships, marketing, communications, operations, player relations and TV/digital media extensions. Farrell will lead teams focused on further development of additional alternative golf competitions, events and franchises. Farrell will report to Knapp and his official start date is December 3.
Since making a commitment to add World Long Drive to its business portfolio in 2015, Golf Channel has elevated the sport to feature five televised live competitions in 2018, culminating in the Volvik World Long Drive Championship in primetime, and adding the women’s division to televised events for the past two years. Previously, World Long Drive’s exposure was limited to a single, tape-delayed presentation of the men’s world championship on ESPN2. Despite a history as a sport dating back to 1976, Golf Channel’s support drove World Long Drive to be named a 2018 finalist for a “Breakthrough Sports League of the Year” by the annual Cynopsis Sports industry awards. The broader sports industry also has taken notice, including ESPN proclaiming that long drive has “recently started to enter the mainstream of golf;” Men’s Journal noting “with the sport’s ascendant profile and ever-growing prestige,” fans should “buckle up for more high-octane action;” Golf Digest saying the WLD atmosphere is “on the upswing, gaining traction;” and Golf.com claiming it is “an eye-opening experience”.
Matt Farrell Professional Background:
- USA Swimming, Chief Marketing Officer since 2008, previously Managing Director of Business Development since 2005.
- USA Swimming is a National Governing Body with 400,000 members and the No. 1 Olympic swimming country in the world.
- Under his leadership, delivered highest corporate partner revenue in organization’s history, including corporate partners such as BMW, Marriott, MilkPEP, Arena, TYR, Blue Diamond and Chobani, in addition to long-term partnership renewals with Speedo and Phillips 66.
- Farrell developed partnerships with Disney and Discovery Education, as well as a diversity and inclusion partnership with Sigma Gamma Rho, an African-American sorority.
- Signature programs created by Farrell include USA Swimming Productions digital video department, SwimToday youth participation campaign, USA Swimming House VIP hospitality experience, and annual SwimBiz conference focused on elevating the swimming industry’s business potential, sponsorship opportunities and social media influence.
- Previous professional experience includes serving as Associate Director, Internet Marketing at the U.S. Olympic Committee from 2000-2005, and Director of Internet Marketing, Warner Home Video for Warner Bros. from 1999-2000. Additionally, Farrell served previously at the U.S. Olympic Committee as Manager of Online Projects from 1997-1999 and Communications Coordinator at USA Swimming 1993-1997, after starting his career in the Purdue University’s Sports Information Office from 1992-1993.
- Farrell additionally has served on the boards for Adaptive Adventures (2013-16) and USA Ultimate (2010-12).
- Farrell graduated from the University of Arkansas with a BA in Broadcast Journalism.
- Farrell, a life-long golfer, will be relocating to Golf Channel’s World Headquarters in Orlando, Fla.
- Farrell is married to Michelle Dusserre, 1984 Olympic silver medalist in gymnastics, who currently works in international sports consulting. They have two daughters – Abby and Zoe. Abby is currently at the University of Illinois and competes on the wheelchair basketball team; while Zoe competes in soccer, swimming and playing in the marching band.