Football Trade Directory

FA Appoints Kathryn Swarbrick As Commercial & Marketing Director

The Football Association [The FA] has appointed Kathryn Swarbrick as its new Commercial & Marketing Director.

Kathryn will join English football’s governing body on Monday 4 November having spent the past seven years at PepsiCo, most recently as Vice President of Marketing across Western Europe and South Africa. She previously held several brand and marketing roles for the likes of Heineken and Diageo and will now sit on The FA’s senior management team, reporting to CEO Mark Bullingham.

She will be responsible for the commercial and marketing strategy across the entire FA portfolio. This includes the 29 England teams, Wembley Stadium connected by EE, the Emirates FA Cup, the FA Barclays Women’s Super League, and the Women’s FA Cup. This will cover broadcast, sponsorship, events, licensing, merchan­dising, hospitality and all digital content and social channels amongst various other elements.

Mark Bullingham, The FA’s Chief Executive Officer, said: "We are delighted that Kathryn will be joining us. Her track record is world class and she has achieved fantastic results wherever she has worked previously, and we established a good working relationship when she was responsible for PepsiCo’s UEFA Champions League partnership.

"I’m extremely proud of the work that our Commercial & Marketing team has done in recent years and our challenge is to now build on that to take it to an even higher level, engaging more consumers and fans directly, which Kathryn will help us to do. She joins a strong senior management team as we look to put in place our strategy for the next four years to maximise our impact on football and the country."

Kathryn Swarbrick said: "Few things unite the nation like football and this role offers a unique opportunity to get more people actively involved and engaged with the game. Ultimately every pound we raise as a commercial team is re-invested into developing the game from grassroots upwards – a genuine force for good – which I can’t wait to be a part of.

 

"I am looking forward to building on the momentum that The FA has created in this space in recent years and will hopefully bring a different perspective on ways to further develop the FA brands, delivering world class content and experiences for fans." 

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