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FIFA names chief commercial officer to ramp up Russia 2018 Cup sponsorships

Wednesday, October 5th 2016 - 19:40 UTC
Full article 5 comments
“Philippe Le Floc’h brings high-level experience with proven success in growing and developing business in the TV broadcasting and marketing of sports events” “Philippe Le Floc’h brings high-level experience with proven success in growing and developing business in the TV broadcasting and marketing of sports events”
Russia’s Alfa Bank was unveiled as the first regional sponsor, FIFA’s biggest partnership for the Russia tournament in the wake of the scandal-hit 18 months (Pic Reuters) Russia’s Alfa Bank was unveiled as the first regional sponsor, FIFA’s biggest partnership for the Russia tournament in the wake of the scandal-hit 18 months (Pic Reuters)
Infantino prioritized ramping up sponsorship revenue when he was elected in February. Infantino prioritized ramping up sponsorship revenue when he was elected in February.

Le Floc’h, UEFA’s former marketing director until 2010, leaves Dubai-based Customised Solution FZ to take up the role of FIFA’s chief commercial officer on Oct. 11. The position was created as part of the restructuring of world football’s governing body in the wake of the corruption scandals that brought the federation to its knees.

 Le Floc’h, who also worked for FIFA former marketing partner ISL, is heading up the marketing and TV divisions. He will report to deputy secretary general Marco Villiger and also sit on FIFA’s management board.

The former UEFA official worked under the current FIFA president when Gianni Infantino was general secretary of European football’s governing body.

“Philippe Le Floc’h brings high-level experience with proven success in growing and developing business in the TV broadcasting and marketing of sports events,” FIFA said in a statement. “He has worked all over the world, including for a confederation as well as several marketing agencies, where he developed strategies and then delivered them.”

One of his immediate concerns is to drive up sponsorships for the 2018 World Cup. In July, Russia’s Alfa Bank was unveiled as the first regional sponsor – FIFA’s biggest partnership for the Russia tournament in the wake of a scandal-hit 18 months for FIFA.

FIFA’s new commercial strategy for the World Cup includes making four regional sponsor slots available in Europe, North America, South America, the Middle East and Africa, plus Asia.

Infantino prioritized ramping up sponsorship revenue when he was elected in February. He spoke of the challenges of reviving FIFA’s flagging financial fortunes; the federation recorded a US$122 million loss for 2015.

In March, Wanda Group became FIFA’s first Chinese top-tier sponsor, signing on through the 2030 World Cup.

FIFA faces a US$500 million shortfall in sponsorship revenues for the current cycle. Projected revenues from the 2015-18 cycle are US$5.65 billion.

Top Comments

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  • Idlehands

    This will likely go well.

    They'll have Kalashnikov in recognition of their contribution to world peace, RT to report that the Germany vs Holland final was won by Russia and Putin himself could probably chip in a few billion so that his image is on every square centimetre available.

    It's going to be a fabulous festival of football.

    Oct 05th, 2016 - 08:29 pm 0
  • Briton

    Some say, England should pull out of the 2018 world cup.

    Oct 06th, 2016 - 12:49 pm 0
  • ChrisR

    We will all have to learn this:
    https://www.youtube.com/watch?v=LtU3vUOa2sw

    Didn't quite work out like they thought, did it?

    Oct 06th, 2016 - 05:58 pm 0
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