FA And Wembley Merge Marketing Team

The Football Association and Wembley Stadium have merged their sponsorship and marketing departments as the stakeholders look to fully leverage the Wembley brand.

The FA has now completed the integration of its Wembley business into the umbrella department known as the ‘FA Group’.

Peter Daire, the FA’s head of sponsorship, has been appointed to the same role in the Group, while 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.

Wembley Stadium’s commercial and marketing director Jonathan Gregory left in May to head up the commercial department of England’s bid to host the 2018 FIFA World Cup.