AXA XL is the P&C and specialty risk division of AXA, has announced the appointment of Matt Helm as Head of Sports, Media and Entertainment, UK & Lloyd’s, a London-based role.
Helm will assume his new position in the first half of 2027. He has been tasked with developing, executing and managing the underwriting strategy for the UK & Lloyd’s Sports, Media and Entertainment business.
His team will focus on addressing complex risks for global clients across sports, leisure, entertainment and events, providing them with market-leading risk solutions and support in a dynamic operating environment.
Helm brings over three decades of experience in the London Market, having 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.
The executive also 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.
In addition to Helm’s appointment, AXA XL also announced that Stephanie Barry and Martin Reames are joining the Sports, Media and Entertainment team.
Barry is set to take on the role of Underwriting Manager, Contingency, Media & Entertainment, UK & Lloyd’s.
An experienced senior insurance professional, her expertise span both the client and insurer sides of the market. The executive launched her career in claims and loss adjusting, before moving to ITV where she spent almost a decade , including a number of years as Group Head of Insurance.
She then moved to AXA XL in September 2022 and currently acts as a Client Relationship Leader in their UK and Lloyd’s business.
A respected insurance professional, Reames was appointed Underwriting Manager, Sport & Leisure, UK & Lloyd’s, bringing experience in both broking and underwriting businesses.
He started his career in broking, before moving into underwriting by joining Hiscox. He later returned to broking with Marsh, before joining AXA XL in June 2023, as Senior Underwriter in their Mid-market team.
