Wembley marketing team merges with FA

The Football Association and Wembley Stadium have integrated their sponsorship and marketing departments as the FA looks to leverage the potential of the Wembley brand.

English football’s governing body has now completed the integration of its Wembley business, which has seen Peter Daire, the FA’s head of sponsorship, appointed to the same role in the newly formed FA Group, while the FA’s Simon Freedman, a former Coca-Cola marketer, will head marketing under the new structure.

The restructured commercial division will be led by FA group commercial director, Jonathan Hill.

The move follows last year’s unveiling of the FA’s “vision” for the next four years, which includes boosting the national stadium from “start-up phase to an efficient operating business”.

The FA has plans to launch a museum to enhance stadium tours and grow its conference and banqueting business.
The vision document also outlined the FA’s plans for English football including the performance of the national team and increasing participation in grassroots football.

Meanwhile, Tom Halsey, the former head of sponsorship for Wembley Stadium, has joined UK Sport – the body responsible for managing and distributing public funds – as its first ever commercial partnerships manager.

Wembley Stadium’s commercial and marketing director, Jonathan Gregory, left in May to lead England’s bid to host the 2018 FIFA World Cup.

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