Sainsbury’s Dancesport documentary aims to welcome new audience
By Will McLennan in Media News on Tuesday, 20th January 2026 at 3:03pmDigitally Downloaded editor Matthew Sainsbury is making a documentary on Dancesport to promote the discipline and support his upcoming video game, The Last Waltz.
“I've always wanted to promote Dancesport because I love it. It's given me so much over the last 15 years that I've been involved with it, and I'm always looking for opportunities to give back and promote the sport.
“[The documentary] was coincidental, but it has always been something that I wanted to do.”
Sainsbury said the idea for the documentary came while he was at the backend of The Last Waltz development.
“I realised, one of the challenges I have is that Dancesport is somewhat niche, which makes it difficult to get an audience enthusiastic about playing it.
“So the best way was to show people clips o...
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