Flo Williams

Flo Williams currently serves as the Director of Women's Sport at MATTA, where Flo is pioneering initiatives to enhance the cultural perception of women's sports through innovative branding, marketing, and partnerships. In addition to this role, Flo acts as a Women's Sports Lead, focusing on elevating MATTA's presence in women's sports globally by emphasizing authenticity, insight, and equality. With a professional background that includes playing as a Premiership Rugby Player for both Saracens Group and Wasps Rugby, Flo also founded The Perception Agency to change how women's sports are marketed and facilitate the careers of female athletes. Previous experience includes roles at Mindshare and City University, complemented by a degree in Graphic Communications from Loughborough University and a foundation degree in Art & Design from the University for the Creative Arts.