About Sporting Code
Setting the Standard for Sports Digital Solutions
Our team of experts is dedicated to creating innovative and visually stunning digital solutions and websites that engage and captivate sports enthusiasts. With our cutting-edge technology and unparalleled creativity, we are revolutionising the way sports websites are designed and experienced.
The Sporting Code Mission
Our mission is to revolutionise the sporting industry through the offering of innovative digital solutions that can be accessed by all levels of the sporting community. We are committed to empowering organisations with state-of-the-art technology and services that optimise internal performance, foster effective communication, and fuel lasting success. By leveraging our expertise and passion for sports, we aim to transform how sports brands and organisations engage, communicate, and showcase their offerings, ultimately creating a brighter future for sporting communities worldwide.
Partners we have worked with:
Our Values:
Innovative Excellence
We are a forward-thinking, customer-centric team with extensive experience in creating innovative and well-considered brand and digital experiences. Our team has a deep understanding of the nuances of sports digital products, and we are passionate about helping them reach their full potential.
passionate Pursuit
We understand that passion is the heart of sports. That's why our goal is to create solutions that goes beyond the game and deepen connections with athletes, teams, brands, and fans alike. We believe that by leveraging our human-centered design process and harnessing the power of digital innovation, we can elevate the sports experience to new heights. Our vision is to connect individuals from every corner of the globe who share a deep passion for sport, fostering a global community united by their love for the game.
Human First Experiences
We place humans at the forefront of our design philosophy. We believe in designing for people and collaborating closely with them to craft extraordinary customer experiences. Our commitment lies in prioritising human-first interactions, where empathy and understanding guide our approach. By combining our human-centered focus with cutting-edge technology, we enhance these experiences, making them even more impactful and meaningful. With every solution we create, we aim to elevate the human experience, fostering connections and leaving a lasting positive impact.
Community Focus
At Sporting Code, we firmly believe in the power of community. We understand that collaboration is crucial for success in any endeavor. That's why our approach fosters openness and transparency, ensuring that we work together with our partners from the initial discussion to the final launch. We forge strong partnerships with our clients to systematically and iteratively create exceptional solutions, all while enjoying the process. Together, we build a vibrant community where great solutions are born through teamwork and shared enthusiasm.
Our capabilities include:
Why Us?
Why partner with us?
We utilise the latest web technology
With a professional web design and development team, we understand the importance of staying up-to-date on the latest web technologies in order to create cutting-edge websites and digital solutions for our clients.
We have years of experience!
Our team of knowledgeable professionals, boasting over a decade of experience working with sports teams and organisations, has the expertise to handle projects of any size and scope for sports such as football, basketball, soccer, and many others.
Support, from start to finish and beyond
At Sporting Code, we recognize that starting a new project can be a daunting and complex task. That is why we offer full support from project start to finish, ensuring our clients have everything they need to see their projects through to completion.
Leadership
Meet the team
We are passionate sports fans who have a deep appreciation for design. Our love for sports fuels our creative pursuits, and we strive to create designs that capture the essence of the sports we love. Despite the heartbreak that often comes with being a fan, we remain dedicated to our teams and to our craft. Let us tell you a little more about ourselves.
Founder
Mathieu Shellard
Mathieu Shellard
Founder
Mathieu brings over 15 years of experience across the sports industry, with a diverse background spanning marketing, digital, media, events and advertising.
Having worked across a wide range of disciplines, he brings a holistic and commercially focused perspective to every project, understanding how strategy, creative and execution come together to deliver meaningful results.
With deep expertise in the digital landscape, Mathieu specialises in identifying opportunities for growth, helping organisations navigate an increasingly complex and fast-moving environment. His strength lies in combining strategic thinking with a strong understanding of audiences, platforms and performance to deliver work that connects and drives impact.
He has a sharp eye on emerging trends, evolving consumer behaviour and new technologies, ensuring clients stay ahead of the curve and are positioned to grow in a competitive market.
As a leader, Mathieu brings a collaborative and forward-thinking approach, working closely with clients and teams to shape ideas, unlock opportunities and deliver outcomes that elevate brands and organisations across the sporting landscape.
Creative Director
Tom Kearney
Tom Kearney
Creative Director
Tom is a highly experienced Creative Director with over 25 years in the industry, spanning advertising, brand, campaigns and creative storytelling.
He spent over two years at the AFL as an Art Director, gaining deep, first-hand experience within one of Australia’s most recognised sporting organisations and developing a strong understanding of how to engage sporting audiences at scale.
Throughout his career, Tom has delivered creative across a wide range of disciplines, from large-scale campaigns and brand transformations to content, design systems and activation. He has worked with organisations including Ryco, Swinburne University, VicRoads, Victoria University, Yellow Pages, Australia Post and Fuso Trucks, bringing ideas to life across both state and national platforms.
As a Creative Director, Tom brings a versatile and ideas-led approach, combining strategic thinking with strong visual and written storytelling. He thrives on creating work that connects with audiences, whether through campaigns, content or brand experiences.
His experience spans the full creative process, from concept development and creative direction through to execution across digital, print and physical environments, making him a well-rounded leader across all facets of creative.
Head Of Digital
Ben Soro-Perez
Ben Soro-Perez
Head Of Digital
Ben leads digital advertising and performance at Sporting Code, specialising in paid media, campaign strategy and lead generation.
With a strong background in digital marketing and campaign management, Ben has delivered high-performing advertising initiatives across major sporting organisations, including the AFL and NBL. His experience spans full-funnel campaign execution - from audience targeting and media planning through to optimisation and performance analysis.
Ben brings a deep understanding of how to leverage digital channels to drive engagement, acquisition and commercial outcomes. He is highly focused on performance, using data and insights to continually refine campaigns and maximise return on investment.
Combining strategic thinking with hands-on execution, Ben works closely with clients and internal teams to deliver targeted, effective campaigns that connect with audiences and deliver measurable results.
Head of Development
Josh Richardson
Josh Richardson
Head of Development
Josh is an experienced designer and developer with over 10 years in the industry, specialising in creating high-performing digital experiences from websites through to platforms, systems and integrated solutions. With a strong foundation in UX and front-end development, Josh is known for designing and building intuitive, fast and visually refined digital products. His approach centres on simplicity, clarity and performance, delivering modern experiences that are both functional and engaging.
Josh has worked across a range of projects spanning sport, commercial brands and global campaigns, including experience at McCann Erickson working with clients such as Aldi and the Rugby World Cup. His exposure to high-profile campaigns and sporting environments gives him a strong understanding of how to create digital experiences that connect with audiences at scale.
From discovery and strategy through to design and development, Josh brings a full end-to-end approach, ensuring every project is thoughtfully structured, technically sound and built for performance.
Combining technical expertise across platforms including Webflow and modern development frameworks with a strong eye for design, Josh delivers custom-built solutions that are fast, scalable and tailored to each client.
With a focus on storytelling, performance and user experience, Josh creates digital experiences that not only look great but deliver meaningful impact.
Leading the charge of sports Digital Solutions
Do you have a question for the team at Sporting Code? Whether it's a quick fix or a new project, we are here to help!
