England 2018 seeks marketing and commercial chief

England 2018, the subsidiary company recently set up by the Football Association (FA) to bid to host the FIFA World Cup 2018, is seeking a heavyweight marketer to lead its marketing and commercial strategy.

The role will encompass responsibility for raising £5m in funding to support the bid through sponsorship, value-in-kind deals and cash donations.

The FA is looking for a marketer who has experience in creating a brand that is compatible and complimentary with other brands in a shared portfolio. This is because England 2018’s activity must be consistent with the FA’s commercial programme.

The key function of the role will be to create and position the England 2018 brand on an international level. The aim is to create and implement a range of marketing, sponsorship, media partnerships and merchandising programmes to generate £5m over the next two years.

The head of commercial and marketing will report directly to the company’s director of communications, a post also yet to be filled.

The FA aims to have England 2018 fully assembled and operational by early 2009. FIFA is expected to publish its bidding requirements in January. It is thought the bid will have to be delivered in late 2010.

Last month the FA began its search for a chief executive for England 2018. It is thought the FA chairman Lord Triesman set up the subsidiary in an effort to avoid any backlash should the bid fail, similar to that following England’s unsuccessful bid for the 2006 World Cup.

England 2018 hopes to emulate the success of the London bid for the 2012 Olympic Games, which was led by Lord Coe, Sir Keith Mills and bid marketing director David Magliano.

England will face stiff competition in its quest for the 2018 World Cup – Portugal and Spain are expected to bid and the Netherlands and Belgium are likely to submit a joint bid. Australia and Russia have also expressed an interest in hosting the tournament.

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