A New Chapter: Why I'm Rebranding Noontime Media

It’s time to channel my inner creator—sorry, I’m no longer a brand. Well, technically, I’m no longer hiding behind a Canva graphic on social media.

For the last few months, I’ve been thinking about making a pivot. As any creator knows, sometimes we have to adapt. And that’s exactly what I’m doing as we slowly head toward the midpoint of the summer.

With another school year of Massachusetts high school sports coverage in the books (June 2026, to be exact!), I thought this summer was a good time to share some updates about what comes next with Noontime Media.

For starters, I’ve restarted my Threads account. Honestly, I wasn’t sure how to use this handle initially when creating content under the name "Noontime," but I believe this is an essential channel to expand upon the visual content I create while share thoughts, ideas, and who knows -- maybe a coffee or ice cream recommendation for my audience to try. I mean, I can do that now, right?

Speaking of Noontime’s Instagram—and yes, my YouTube channel, too—they have new names: Matt Noonan. Yours truly. And just in case you just stumbled upon my content recently, yes, I just restarted my YouTube channel in August.

Why the name change? Because I’ve fully embraced being a creator, not a brand.

For the first 13 years of my career, I created content for a brand—Noontime Sports—which led me to roles in college athletics, sports media (digital, television, and radio), and two startups. Noontime Sports was primarily a blog, but I complemented the content by starting a podcast -- two platforms I miss. Hence, why I have started a blog for Noontime Media's website. Sometimes, I prefer the written word instead of creating a video.

Will I add a podcast later this year? Possibly. Stay tuned! I am consider it.

But my biggest goal for the remainder of 2026 is to tell stories. Engage with my audience -- actually get to know my followers, something I believe is essential as a creator. I mean, relationships still matter, right?

Sports content consumption has changed dramatically since I published my first blog post in May 2009, and my hope is to continue producing the storytelling videos that my audience has enjoyed. And I began doing so by telling stories of high school football rivalries on Instagram. You may recall a few I did back in June,

including Needham–Wellesley, Billerica–Chelmsford, and Winchester–Woburn.

In addition to the visual content I create daily for Instagram and YouTube, I would invite you to check out my SmugMug, which houses photos from every game I’ve covered. since November 2023. And as I’ve always said—whether by email, Instagram message, or in person—purchasing a photo goes a long way toward supporting my Massachusetts high school sports coverage.

Well, that’ll do it for this quick—but important—rebranding update. I’ll be back with another blog post or two soon, but in the meantime, enjoy the rest of your day, and thanks for following along on the Noontime journey.