FIFA to talk about fans, the future and building the world’s biggest football brand

Ralph Straus, Head of Strategy and Brand Management at FIFA, will take to the floor for this year’s Big Interview at Brand Licensing Europe. He will offer insights into how world football’s governing body is managing its global licensing programme in the run up to the 2014 FIFA World Cup™ and beyond, outlining the key objectives of its long-term strategic approach.

Straus, who previously worked at the Shell Group in his native Netherlands and Swisscom in Switzerland, has been with FIFA since 2005. He oversees a number of FIFA’s marketing departments including brand management, marketing communication and research, strategic marketing projects and licensing.

Following an extensive internal review following the 2010 FIFA World Cup™, FIFA made the decision to take its future event licensing programme in-house, with the exception of one master licensee who has been appointed in Brazil, 2014’s host nation.

During the interview Straus will discuss the power of football and of major events like the FIFA World Cup™ to reach out to fans through licensing and merchandising. He will outline current trends in sport and event licensing - challenging the view that licensing of sports events is declining. He will also give an exclusive insight into FIFA’s licensing strategy for 2014 and beyond, and discuss some of the biggest challenges it faces. Attendees will also learn, for the first time, about the licensing opportunities presented by FIFA’s historical brand assets, comprising original posters, logos and visual assets from every edition of the FIFA World Cup™ so far.

“We are delighted that Ralph is to be our big interviewee this year” said Jessica Blue, Brand Licensing Europe Show Director. “It gives those in the licensing industry a unique chance to hear from a sports giant on managing such enormous projects in-house, and just some of the challenges it faces in major events licensing.”

The Big Interview takes place in the Licensing Academy on Wednesday 17th October from 13.00 – 13.45 at Brand Licensing Europe 2012, Olympia, London. The Licensing Academy hosts nine free-to-attend sessions, including a keynote address with Kevin Eastman, original co-creator of The Teenage Mutant Ninja Turtles and Rich Magallanes, SVP Animation, Current Series, Nickelodeon on Tuesday 16th October.

Registration is now open at www.brandlicensing.eu. Follow us on Twitter for the latest show news and updates@bleurope. FIFA images attached.