Elliot Hackney: From Sports Enthusiast to Media Executive and Influencer Marketing Leader
In the fast-paced world of digital media, sports entertainment, and influencer marketing, Elliot Hackney stands out as a creative force and a dynamic leader. With a career spanning over a decade, he has transformed from a sports science graduate into a pioneering executive who shapes content strategies, manages media operations, and empowers creators. His journey illustrates how passion, adaptability, and vision can fuel professional success in industries constantly evolving with technology and audience demands.
Early Life and Education
Foundation Years
Born in May 1990, Elliot Hackney grew up with a strong passion for both sports and communication. His early interest in football and media would later combine into a unique career path that bridges both industries.
Academic Background
Elliot pursued Sports and Exercise Science at Liverpool John Moores University from 2008 to 2011, specialising in Science & Football. This academic focus not only equipped him with a deep understanding of sports performance but also honed his ability to analyse trends and apply data-driven strategies – a skillset that became invaluable in his later marketing and media roles.
Before university, he studied Sports and Exercise Science at MMU Academy and Newcastle-under-Lyme College from 2006 to 2008, achieving a BTEC qualification.
Professional Journey
Early Career at Bet365
Elliot began his career with Bet365, one of the largest betting companies in the world. His journey here included roles such as Telebet Operative, Studio Operator, and eventually Social Media Editor. Working in this environment gave him hands-on experience with fast-paced customer service, live sports broadcasting, and online engagement. It also laid the groundwork for his expertise in digital communication and fan interaction.
Lost Boys: Entering Digital Marketing
In 2015, Elliot transitioned to Lost Boys in London as Senior Content & Community Manager. Here, he managed creative digital campaigns, including innovative projects such as giving McLaren F1 engines their own Twitter personalities. This campaign demonstrated his ability to merge sports with creative storytelling in digital spaces – an early sign of his flair for influencer and community marketing.
Ladbrokes Coral: Leading Social Media
By 2017, Elliot had taken on the role of Head of Social Media at Ladbrokes Coral. Over more than two years, he developed large-scale campaigns, including memorable Cheltenham Festival promotions. One standout project involved orchestrating a complex shoot with racing dogs – a challenging yet successful campaign that showcased his leadership, creativity, and resilience.
Spotlight Sports Group
In 2019, Elliot joined Spotlight Sports Group as Head of Content Marketing. Here he was responsible for large campaigns such as My Festival, working with renowned racing families and delivering content that blended tradition with digital innovation. His work connected betting brands, media outlets, and sports fans through engaging, informative, and entertaining productions.
True Geordie Productions
In 2021, Elliot moved to True Geordie Productions as Managing Director. This role marked a significant step up, as he oversaw The Kick Off, one of YouTube’s most popular live football shows. He played a key role in expanding content output, strengthening partnerships, and scaling production value. This period cemented his position as a central figure in the UK’s online sports entertainment ecosystem.
The Fellas Studios and Hackney Media
COO of The Fellas Studios
Since March 2022, Elliot has served as Chief Operating Officer of The Fellas Studios, a fast-growing digital media company. The Fellas Studios is widely recognised for its podcasts and shows that cater to young audiences, including productions with popular personalities such as W2S, Behzinga, ChrisMD, and GKBarry.
As COO, Elliot leads operational strategy, oversees production quality, and ensures that The Fellas Studios continues to innovate in the competitive podcast and YouTube market. His work reflects a blend of creative leadership and business acumen.
Founder of Hackney Media
Alongside his role at The Fellas Studios, Elliot founded Hackney Media in 2022. This venture focuses on media production, content creation, and influencer partnerships. Hackney Media has produced engaging content with YouTubers, including creative projects such as Youtuber Cook Off vs ChrisMD, Youtuber Race to the Champions League Final, and unique storytelling formats like I Sued My Sister for a Crime She Committed as a Child.
Through Hackney Media, Elliot demonstrates his entrepreneurial drive and his ability to build platforms that both entertain and connect with audiences.
Skills and Expertise
Influencer Marketing
Elliot has become an authority in influencer marketing, having worked with leading creators, brands, and agencies. His experience across multiple roles – as a brand representative, agency leader, and creator himself – gives him a unique perspective on how to deliver mutually beneficial collaborations.
Content Strategy and Production
With years of experience in both sports and digital entertainment, Elliot is highly skilled in content strategy, managing campaigns from ideation to execution. His projects consistently achieve high engagement by combining creativity with a deep understanding of audience psychology.
Leadership and Operations
As COO and former Managing Director, Elliot has developed strong leadership qualities. He is known for building effective teams, scaling media productions, and ensuring projects meet both creative and commercial objectives.
Contributions to Sports and Media
Elliot’s career is defined by his ability to merge sports culture with digital storytelling. Whether producing live football shows, managing racing campaigns, or creating viral YouTube content, he has consistently pushed the boundaries of media engagement.
His involvement with podcasts, sports betting, and social media reflects not only versatility but also foresight in adapting to changing industry landscapes.
Certifications and Professional Development
Elliot has also invested in professional development, earning certifications from The Football Association:
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FA Level 1 Coaching Badge (2010)
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FA Level 2 Coaching Badge (2014)
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FA Emergency First Aid (2014)
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FA Safeguarding Children (2014)
These qualifications demonstrate his ongoing commitment to both sport and responsibility in working with diverse communities.
Personal Life
While Elliot Hackney’s professional career is well-documented, he keeps his personal life largely private. Public records confirm his birth in May 1990, but details about his family and marital status remain undisclosed. This discretion highlights his preference to separate personal identity from professional achievements.
Achievements and Recognition
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Over 16 years of industry experience across betting, sports, digital marketing, and media production.
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Leader of campaigns for brands such as EA Sports, Spotify, Gymshark, PokerStars, and Racing Post.
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Central figure in the rise of The Fellas Studios as a powerhouse in youth entertainment and podcasting.
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Recognised speaker and panelist at industry events, including appearances at SXSW London 2025 in the Creator Economy and Culture & Creativity tracks.
Conclusion
Elliot Hackney represents a new generation of leaders who successfully bridge sports, media, and digital innovation. From his beginnings at Bet365 to becoming COO of The Fellas Studios and founder of Hackney Media, he has consistently demonstrated creativity, adaptability, and leadership.
With a career that spans influencer marketing, sports content, betting, and entertainment, Elliot continues to shape how audiences engage with digital media. His story is a powerful example of how passion, skill, and entrepreneurial spirit can transform a career – and inspire the next generation of creators and executives.
