Kelly will join PERFORM from Trinity Mirror, where he is currently Digital Content Director of Mirror Group and recently fronted the successful launches of MirrorFootball.co.uk and 3am.co.uk.
Previously, as Associate Editor of the Daily Mirror, Kelly led the redesign of the newspaper in 2008 and has held a variety of positions on the newspaper including Head of Features.
Kelly will report directly to PERFORM joint-CEO Simon Denyer, who said: "PERFORM now generates and accesses more sports video, editorial and data than any other media company in the world so we wanted to bring someone in with creative drive and a proven track record to take these assets and create a range of new direct-to-consumer sports channels.
“Following the resounding success of ePlayer, which is now the world’s leading premium sports VOD broadcaster with 31 million unique users a month, we have hired Matt to launch and manage other new mass audience initiatives."
