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.

Latest from Marketing Week

Marketoonist on whack-an-idea

Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here