The Big Interview – Eelco Van Der Noll

Following years of negative allegations that have tarnished its image, FIFA has completely rebranded its marketing approach to focus on a message of social responsibility as the governing body’s head of marketing Eelco van der Noll explained to Sportindustry.biz…

Profile

Eelco van der Noll, head of marketing, FIFA

Eelco van der Noll, a Dutch citizen, graduated at the Institute of Higher Economic Studies in Rotterdam, The Netherlands. In 1990, he accepted the position of Communications Manager at Canon Europe in Amsterdam where he later moved to their International Sponsorship department and managed the company’s 1994 FIFA World Cup USA sponsorship for the European region.

In late 1994, Eelco accepted the position of International Sales Promotion & Licensing Manager at Heineken.  He was responsible for the development of sales promotion strategies with focus on leveraging the UEFA Champions League sponsorship of the Amstel brand.

After his time at Heineken, Eelco was offered the opportunity to work in London for MasterCard International.  As Director, Global Sponsorships, he managed MasterCard’s sponsorship of EURO ’96 in host country England.  After EURO ’96, Eelco was transferred to Paris to run their 1998 FIFA World Cup France program.

In early 1999, Eelco transferred to MasterCard International’s headquarters in New York.  As Vice President Global Sponsorships, he continued to manage MasterCard’s football sponsorships including the 2002 FIFA World Cup in Japan and Korea.  In addition, he supported the Company’s sponsorship of other properties such as Jordan Formula One racing.

In early 2004, Eelco moved to Switzerland to take the role of Head of Marketing & Sponsorships at FIFA, the world governing body of football.  His primary responsibilities include the partnership with FIFA’s commercial partners, Event Marketing Operations, Marketing assets and the FIFA Brand.

Eelco, his wife and two children reside in Baar, Switzerland.