Emily Frazer: Driving Innovation With The World Nineball Tour

Emily Frazer’s journey to becoming CEO of Matchroom Multi Sport and Director of Matchroom Sport is marked by hard work, resilience, and a deep commitment to elevating sports across the globe. In a candid look back, Frazer shares her personal and professional evolution and how she became a key figure in shaping the future of the World Nineball Tour with the UK-based sporting event promotions company, Matchroom Sport.

With a legacy of over 40 years, Matchroom Sport is renowned for its global sports programming, especially in boxing, snooker, and darts. However, under Frazer’s leadership, Matchroom Sport has successfully branched into a variety of other sports, including pool. One of Frazer’s key achievements is her instrumental role in growing the World Nineball Tour, a competitive circuit that allows players to earn ranking points and gain international recognition. This tour leads to prestigious events such as the BetOnline Mosconi Cup, which will be held at Caribe Royale in Orlando, Florida, from November 30 to December 3.

From The Ground Up: Humble Beginnings

Frazer’s career path in the sports industry wasn’t one that was handed to her—she worked relentlessly to carve out her space. When she first joined Matchroom, Frazer did not have an extensive background in event management or sports. In fact, her journey began far from the world of professional sports. She worked in various roles, gaining experience, and showing an unwavering commitment to doing whatever it took to succeed.

“When I started, I just worked my *** off,” Frazer recalls. “I didn’t take no for an answer and kept pushing forward, not letting anything stop me.” Her persistence and dedication paid off, and over time, Emily rose through the ranks of Matchroom, one of the most prominent companies in the world of sports promotion.

At Matchroom Sport, she made her mark by becoming an integral part of the team, contributing to the development and expansion of a variety of sports, including boxing, darts, snooker, and Nineball (WNT). As her time with Matchroom Sport grew, Emily’s influence and leadership became crucial in driving the company’s innovative approach to tournaments and events.

World Nineball Tour

Frazer’s journey in expanding the World Nineball Tour has been marked by overcoming significant challenges, including growing the sport in new markets like the Philippines. Initially, Frazer noticed that while pool had a dedicated following, especially in Asia, the fan base wasn’t as large as other sports like darts or boxing. However, she recognized the untapped potential, particularly in the Philippines, where the demand for a Mosconi Cup-style event was high.

In October 2023, her team launched the Reyes Cup in Manila, attracting 1,500 fans in its first year. While this may seem modest, it marked a major milestone for a sport that’s still in its infancy in terms of mainstream recognition. Frazer’s goal is to make pool as big as boxing, where arenas are packed with fans, creating an electric atmosphere that elevates the competition.

Expanding the sport’s reach to the United States is another crucial step in her vision. The U.S. is where Nineball originated, yet the World Nineball Tour has historically only held a few events there. Frazer plans to increase the number of events, including potential stops in Texas and Florida, to solidify the sport’s presence on home turf. The United States represents a market with a deep history in pool, and Frazer is determined to unlock its full potential.

Frazer is also working on professionalizing pool, shifting its image from a sport known for money matches in smoky pool halls to a career-changing opportunity for athletes. The World Nineball Tour, with its global player base representing over 40 nationalities, is poised to redefine the sport’s standing on the world stage, and Frazer is leading the charge.

Opportunities For Women In The World Nineball Tour

“One of the beautiful things about Nineball is that everyone can compete,” she says. “I love how accessible the sport is, but I also feel that there was a time before my time when more women participated. Over time, that participation stopped, and we lost a lot of younger female players.”

“Whenever I look at the list, I always ask, ‘Where are the girls?’” she admits. “I want to see more women coming through in the sport. It’s tough because the events are open, and women have to compete against men, but I believe that if you start competing against the best at a young age, you’ll become the best.”

To promote more women in Nineball, Frazer has been a strong advocate for opening up tournaments and events to both men and women. “We’ve created open events where everyone can compete, regardless of gender. That was step one,” she explains. However, her vision for the future extends beyond mixed-gender events. “I would love to host women’s-only tournaments, and I would love to see a woman qualify for our Invitational events. We’re not there yet, but it’s something I’m pushing for.”

Overcoming Challenges In Leadership

Frazer’s leadership journey has been one of constant growth and adaptation. She admits that in the early stages of her career, she struggled with imposter syndrome. Despite her drive and ambition, Frazer often doubted her place in the industry. “I didn’t have the grades when I was younger, and I felt inexperienced compared to others. Sometimes I came in all guns blazing, but then I realized that I needed to listen more,” she says.

Through time, Frazer developed a more thoughtful leadership approach. She learned to listen first, evaluate situations with a clear head, and speak up when necessary. “I’ve learned that leadership isn’t about being the loudest person in the room,” she reflects. “It’s about understanding people and leading them with empathy.” This transformation has allowed her to not only grow as a leader but to inspire those around her to do the same.

One of her proudest achievements is seeing women within her own team grow in confidence. “There’s a girl on my team who started with no experience and now stands up and confidently leads meetings with people who have decades more experience than her. Watching her grow makes me feel proud,” Frazer says. This empowerment of women in leadership is something Frazer takes seriously. She’s passionate about helping women find their confidence, not just as athletes, but as leaders.

The Power Of Diverse Leadership

Frazer believes that women bring something unique to the table in leadership roles. “I think women often bring a different perspective—especially the emotional side, which some people might see as a weakness. But I see it as a strength,” she says. “I’ve always been able to connect with my team emotionally, and I think that’s an important part of leadership.”

Managing the emotions and energy of a team is particularly important in a high-pressure environment like sports. “If we’re in the middle of a tough tournament, with back-to-back events, it’s about managing everyone’s energy and ensuring they can get through the challenges,” Frazer explains. Her ability to balance compassion with professionalism has made her an effective leader, and she strongly believes that women’s leadership styles bring a refreshing balance to the sports industry.

A Vision For The Future

Frazer is excited about the future of women in leadership roles, particularly in Nineball. She’s not only looking to elevate women’s presence in the sport but to help push the boundaries of what women can achieve in sports leadership. “I want to see more women step into leadership roles,” she says. “And I think we’re getting there. I really believe that when women see other women succeeding, they’re more likely to believe they can do it too.”

Frazer’s vision for the future is clear: she wants to see more women in tournaments, more women qualifying for major events, and more women leading in all aspects of sports. But she knows that progress takes time, and it’s up to all of us to continue working to break down the barriers that still exist.

Emily Frazer’s journey is a powerful example of what can be achieved through grit, resilience, and an unwavering belief in one’s vision. From her early days at Matchroom to her transformative work in Nineball, she’s not only changing the sport’s landscape—she’s also creating space and leading by example, demonstrating the impact of perseverance and determination in leadership roles across the sports industry.