London - November 5, 2026
AXA XL has today announced it has appointed Matt Helm as Head of Sports, Media and Entertainment, UK & Lloyd’s. Based in London, he starts his new role in H1 2027.
Mr. Helm will be responsible for developing, executing and managing the underwriting strategy for the UK & Lloyd’s Sports, Media and Entertainment business. He will lead a team managing complex risks for sports, leisure, entertainment and events clients worldwide, ensuring they have access to market-leading protection and support in an evolving landscape.
Stephanie Barry and Martin Reames are also joining the Sports, Media and Entertainment team. Ms. Barry is set to take on the role of Underwriting Manager, Contingency, Media & Entertainment, UK & Lloyd’s and Mr. Reames is set to become Underwriting Manager, Sport & Leisure, UK & Lloyd’s.
Commenting on the appointments Louise Nevill, Chief Underwriting Officer, Specialty, UK & Lloyd's at AXA XL said: “The sports, media and entertainment industry is changing rapidly, with risks varying hugely from one project to the next. From damaged equipment to injured cast members, clients need an insurance partner who can deliver the unique insurance solutions these businesses need. With a global media and entertainment insurance market that is predicted to grow from US$ 8.1 billion in 2025 to US$16.29 billion in 2032, the need for experts who understand this risk landscape is now more important than ever.
“We are looking forward to welcoming Matt. He is a well-respected figure in the market and has a wealth of experience looking after clients within these sectors. We’re also delighted Stephanie and Martin are joining our UK & Lloyd’s Specialty business. They are both highly thought of within AXA XL, and will both play critical roles in ensuring the future success of our Sports, Media and Entertainment business.”
Mr. Helm has over 30 years’ experience in the London Market and started his career in claims at Prudential, before moving to PIMS-SCA, a risk management company specialising in the Promotional Marketing, Digital, Gaming, Sports and Lottery markets. Matt spent over 20 years at PIMS-SCA, rising to Board Director, before joining CFC Underwriting in 2014. He left CFC in April 2022 to join AON as Head of Contingency and Events.
Ms. Barry is an experienced senior insurance professional spanning both the client and insurer sides of the market. She started her career in claims and loss adjusting, before moving to ITV. She spent almost 10 years at ITV including a number of years as Group Head of Insurance. She moved to AXA XL in September 2022 and currently acts as a Client Relationship Leader in their UK and Lloyd’s business.
Mr. Reames is a respected insurance professional, with experience in both broking and underwriting businesses. He started his career in broking, before moving into underwriting by joining Hiscox. He returned to broking with Marsh, before joining AXA XL in June 2023, as Senior Underwriter in their Mid-market team.
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ABOUT AXA XL
AXA XL provides insurance and risk management products and services for mid-sized companies through to large multinationals, and reinsurance solutions to insurance companies globally. We partner with those who move the world forward. To learn more, visit www.axaxl.com
ABOUT AXA XL INSURANCE
AXA XL Insurance offers property, casualty, professional, financial lines and specialty insurance solutions to mid-sized companies through to large multinationals globally. We partner with those who move the world forward. To learn more, visit www.axaxl.com
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