Barry Hearn is most famous for turning snooker, darts and boxing into television spectacles that attract millions of viewers. Even at the age of 78, the founder of Matchroom remains one of the most recognizable promoters in the global sporting arena.
While his work in those cue‑sport and combat‑sport worlds is widely documented, his involvement in football is less well‑known, yet it is equally compelling. In March 1995, Hearn stepped in to rescue Leyton Orient— the club he had first watched as an eleven‑year‑old— from the brink of insolvency. He purchased the team for a symbolic £2.43 and set about rebuilding it from the ground up.
Over the next twelve years he oversaw a massive refurbishment of the three stands at Brisbane Road, cleared all outstanding debts by 2012 and poured an estimated £8 million into the club’s infrastructure and playing budget. The effort paid off when, in the 2013‑14 season, Orient reached the League One play‑off final and came within a single penalty shoot‑out of promotion to the Championship, ultimately losing 4‑3 to Rotherham at Wembley. Shortly after that heart‑breaking defeat, Hearn sold the club to Italian businessman Francesco Becchetti and stepped away from football for nine years, focusing on his many other sporting ventures. His return to the beautiful game came in July 2023 when Matchroom signed a sponsorship deal for the home shirts of Brentwood Town, a modest side competing in the Isthmian League North Division and located just three miles from the Matchroom headquarters.
The following year Hearn deepened his commitment by acquiring a minority shareholding in the club, and in the summer of 2023 a five‑year partnership, described as "a significant investment," was formally announced. According to Brentwood chairman Jez Dickinson, the initial encounter with Hearn was almost accidental.
"We were playing a charity match for Saint Francis Hospice, a cause Barry supports as a patron, and he sat next to me during the game," Dickinson recalls. "It was a lively match and Barry joked afterward, ‘I’ll never sit next to you again, Jez! Every time the ball went into the box you were leaping for a header and elbowing me in the side!’ Barry wears his passion on his sleeve, and that’s where we clicked." After a few lunches, Dickinson says Hearn asked what he wanted from the relationship. Dickinson answered honestly: he wanted Hearn’s involvement because Hearn himself wanted to be involved, not because it was a request.
Hearn agreed, and the partnership was born. While Hearn’s name naturally draws attention, Dickinson has been the real architect of Brentwood’s recent renaissance since taking over as chairman in May 2019.
He describes the club’s condition at that time as bleak: there was no clear pathway for academy players to reach the first team, the club bar resembled a 1970s pub, and the ambition was simply to avoid relegation. Since then, the club has installed a state‑of‑the‑art 3G pitch in the summer of 2024, captured the Isthmian North Division title in the 2024‑25 season, and narrowly missed promotion after losing a play‑off final that would have taken them into the National League South. A cornerstone of the club’s long‑term plan is its newly established Centre of Excellence, which currently nurtures 250 boys and girls aged six to twelve.
"If you don’t have a thriving youth set‑up, the club is hollow," Dickinson emphasizes. Over the past seven years he has laid the groundwork for sustainable growth, and Hearn’s involvement is seen as the catalyst that could propel Brentwood to a higher tier.
When asked how the partnership functions on a day‑to‑day basis, Dickinson explains that he speaks with Hearn roughly once or twice a week, depending on current matters. "He’s as hands‑on as his schedule allows," Dickinson says.
"Every few months we sit down together, review the financials and assess progress. He loves numbers." Although Hearn holds a minority share, he deliberately avoids day‑to‑day management.
"He looks at me and says, ‘Jez, you’re already stressed enough; I don’t want to add to that,’" Dickinson notes. Instead, Hearn’s presence raises the club’s aspirations by setting a higher benchmark. Meetings at Matchroom’s offices are described as inspirational, leaving Dickinson feeling motivated to "go for it." He believes the intangible influence of Hearn’s reputation is far more valuable than the direct financial contribution, though the money remains vital.
Dickinson also points out that Hearn serves as a powerful ambassador. When potential sponsors learn that Hearn has committed to a five‑year partnership and is unlikely to back out, they feel more confident in aligning themselves with Brentwood. This credibility, he says, is a game‑changer for a club that currently averages just under 700 spectators per match in the Isthmian Premier Division, with a target of reaching 1,000 attendances this season. Future plans include constructing a 1,000‑seat stand, contingent on finalising the purchase of the Brentwood Centre Arena.
The club’s strategic vision, as articulated by Dickinson, is to leverage Hearn’s partnership to climb as high as possible up the English football pyramid. "Barry signed up for a five‑year deal to push the club to the highest level it can realistically achieve.
If we’re playing National League football in five years, that will be a massive success," Dickinson says, adding that he hopes the collaboration will be extended beyond the initial term. In summary, Barry Hearn’s foray into non‑league football mirrors his earlier achievements in snooker, darts and boxing: a blend of savvy investment, charismatic promotion and an unwavering belief in the potential of the sport. By aligning his brand with Brentwood Town, he provides not only capital but also a stamp of credibility that can attract further sponsorship, improve facilities, and inspire both players and supporters. As the club works toward a larger stadium, higher attendances and eventual promotion, the partnership illustrates how a high‑profile promoter can influence the grassroots level of the game, shaping its future one community club at a time.
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