Adam Knappy: The Visionary Marketing Leader Driving DAZN’s Global Growth

In the ever-evolving landscape of digital media, technology, and sports streaming, few leaders have demonstrated the combination of analytical rigour, commercial acumen, and visionary leadership that defines Adam Knappy. As the Chief Marketing and Customer Officer (CMCO) at DAZN, Adam Knappy is a figure who blends data-driven decision-making with an innate understanding of brand storytelling and consumer engagement.

From his early career in physics to his ascent through the ranks of e-commerce powerhouse THG plc, Knappy has built a reputation for driving growth, scaling brands, and navigating complex global markets. Today, he stands at the forefront of DAZN’s mission to become the global home of sport, bringing fans closer than ever to the moments that inspire them.

Early Life and Education of Adam Knappy

Born in March 1989, Adam Robert Knappy is a British national whose intellectual curiosity and analytical foundation were shaped at Durham University, where he earned a Master of Science (MSc) in Physics (2007–2011). His background in physics provided him with a structured, evidence-based mindset — a quality that would later define his approach to marketing strategy and business transformation.

Durham University’s emphasis on critical reasoning and problem-solving helped Knappy develop the analytical tools essential for data interpretation, modelling, and predictive insight — all traits he has applied in the high-stakes environments of global marketing and commerce.

Professional Journey: From THG to DAZN

Early Career at THG (2011–2025)

Adam Knappy began his professional journey at THG plc (The Hut Group), one of the United Kingdom’s most successful digital retail and technology firms. Over the course of 13 years and 7 months, Knappy progressed from Commercial Analyst to Group Chief Marketing Officer and CEO of THG Media. His trajectory within THG is a case study in consistent innovation and strategic foresight.

He joined THG at a time when the company was scaling its direct-to-consumer model across beauty, wellness, and nutrition sectors. As Trading Manager, then Head of Trading, and later Trading Director for the Prestige & Consumer Division, Knappy was instrumental in optimising commercial operations and expanding market reach.

His most notable achievement came as Group CMO & CEO Media (2018–2025). Under his leadership, THG transformed from a primarily UK-based retailer generating approximately $150 million in revenue to a global operation exceeding $2.7 billion by 2022, with activities spanning 54 active markets and over 60% international revenues.

Strategic Leadership and Market Expansion

Adam Knappy’s marketing approach was distinguished by his ability to balance creativity with precision. He built data-led marketing frameworks, pioneered digital performance models, and spearheaded major campaigns across multiple consumer sectors, including beauty, lifestyle, technology, and entertainment.

He also played a key role in THG’s IPO on the London Stock Exchange (2020), marking one of the most high-profile listings in the UK technology sector. His experience encompassed private fund-raising, debt restructuring, demergers, management buyouts, and mergers & acquisitions — having supported over 35 M&A transactions across diverse industries from fashion and nutrition to advertising and media.

The DAZN Era: Redefining Global Sports Media

In April 2025, Adam Knappy joined DAZN Group as Chief Marketing & Customer Officer, marking a pivotal career move that underscored his evolution from e-commerce leadership to the dynamic realm of sports streaming.

At DAZN, he leads a talented global team responsible for marketing, brand, customer experience, and platform engagement. His mission is to build DAZN into the global home of sport, fostering deeper emotional connections between fans and the sports they love.

Vision for DAZN

Knappy’s vision is grounded in a clear strategic goal: to make sports content more accessible, interactive, and personalised. He believes that the convergence of media, technology, and consumer insight will redefine how audiences engage with live and on-demand sports content.

His leadership centres on three key pillars:

Customer-First Thinking – Prioritising user experience and satisfaction through innovation and personalisation.
Data-Driven Creativity – Using insights to power campaigns that connect emotion with precision.
Global Brand Consistency – Ensuring that DAZN’s messaging and visual identity resonate across all regions and sports disciplines.

Under his guidance, DAZN is poised to scale further across international markets, leveraging the growth of streaming technology and evolving consumer expectations.

Entrepreneurship and Board Roles

Beyond his executive duties, Adam Knappy has established himself as an entrepreneur, investor, and non-executive director across a range of industries.

Co-Founder & Chairman of Zavvi Group (since 2023) – An enterprise rooted in e-commerce, lifestyle, and entertainment, where Knappy applies his commercial expertise to develop sustainable growth models and innovative retail experiences.
Owner of Sanctum Ltd (since 2020) – A company reflecting his passion for business development and creative strategy.
Non-Executive Director at Budenberg Haus Projekte Management Company Ltd (since 2020) – In this governance role, he provides strategic oversight on investment, operations, and expansion projects in property and management services.

His ability to manage multiple leadership and advisory positions reflects a diverse portfolio spanning retail, media, technology, manufacturing, news, fashion, and property sectors.

Leadership Style and Philosophy

Strategic and People-Centred Leadership

Adam Knappy’s leadership style combines strategic clarity with human-centred values. He is known for empowering teams, nurturing creativity, and encouraging cross-disciplinary collaboration. Colleagues often describe him as a visionary who leads with both logic and empathy, fostering innovation while maintaining accountability.

Data Meets Emotion

His philosophy hinges on bridging data analytics with emotional intelligence — understanding not only what customers do but why they do it. This dual perspective enables him to design marketing systems that predict behaviour, enhance engagement, and deliver measurable results.

Mentorship and Continuous Learning

As a mentor and advisor, Knappy encourages emerging leaders to combine academic insight with real-world application. His background in physics continues to inform his analytical approach, while his years in media and commerce keep him agile and adaptable in fast-moving markets.

Personal Life of Adam Knappy

While Adam Knappy maintains a low personal profile, public records confirm that he was born in March 1989, making him 36 years old as of 2025. He resides in Hale, England, a region known for its strong business and entrepreneurial community.

Despite his visibility in the business world, Knappy keeps details of his family and marital life private. No verified public information is available about his wife or family members — a reflection of his preference to separate personal life from professional achievements.

Achievements and Impact

Throughout his career, Adam Knappy has demonstrated a rare capacity to translate strategic intent into tangible results. Some of his most notable achievements include:

Leading THG’s exponential revenue growth from $150 million to $2.7 billion.
Overseeing marketing operations across more than 50 international markets.
Supporting 35+ M&A deals in multiple sectors.
Steering IPO and corporate expansion initiatives that strengthened THG’s global footprint.
Driving DAZN’s transformation into a globally recognised sports streaming leader.

These accomplishments reflect not only his operational skill but also his vision for sustainable, innovation-driven growth.

Legacy and Future Outlook

As DAZN’s Chief Marketing & Customer Officer, Adam Knappy represents a new generation of marketing leadership — one that transcends traditional advertising to embrace data, digital ecosystems, and community-driven experiences.

His influence extends beyond marketing; he is shaping the way brands build relationships with audiences through purpose, storytelling, and technology. In an age where attention is fleeting, Knappy’s work at DAZN is setting a benchmark for immersive, customer-first engagement in global sports media.

Looking ahead, Adam Knappy is expected to continue driving innovation within DAZN while expanding his footprint as an investor and advisor across industries that intersect creativity, commerce, and technology.

Conclusion

Adam Knappy’s journey — from a Durham University physics graduate to a globally recognised marketing executive — epitomises modern leadership in the digital age. His story is one of curiosity, persistence, and a relentless pursuit of excellence. Whether building billion-dollar businesses, mentoring creative teams, or redefining sports engagement through DAZN, he exemplifies what it means to be a leader who unites vision with action.

In a world that prizes adaptability and insight, Adam Knappy stands as a symbol of the innovative spirit driving the next era of global media and marketing.

FAQs

1. Who is Adam Knappy?

Adam Knappy is a British business executive and marketing strategist, currently serving as the Chief Marketing and Customer Officer (CMCO) at DAZN Group. He is known for his leadership in digital media, e-commerce, and brand transformation.

2. How old is Adam Knappy?

According to public records, Adam Knappy was born in March 1989, making him 36 years old as of 2025.

3. Where did Adam Knappy study?

He graduated from Durham University with a Master of Science (MSc) in Physics, completing his studies between 2007 and 2011.

4. What companies has Adam Knappy worked for?

Before joining DAZN, Adam Knappy spent over 13 years at THG plc (The Hut Group), where he held senior positions including Group CMO & CEO Media. He has also been involved with Zavvi Group, Sanctum Ltd, and Budenberg Haus Projekte Management Company Ltd.