The Football Association and Wembley Stadium have integrated
their sponsorship and marketing departments as the FA looks to
fully leverage the potential of the Wembley brand.
According to UK industry magazine Marketing Week, the
FA has now completed the integration of its Wembley business known
as the 'FA Group'.
Peter Daire, the FA’s head of sponsorship, has been appointed to
the same role in the Group, while the FA’s former Coca-Cola
marketer Simon Freedman will be the Group's head marketing. The
restructured commercial division will be led by FA group commercial
director Jonathan Hill.
Last year the FA unveiled its "vision" for the next four years
including boosting the national stadium from "start-up phase to an
efficient operating business".
The FA plans to launch a museum to enhance stadium tours and
grow its conference and banqueting business.