The Big Interview – Mike Thompson

As the FA Cup reaches its business end, sportindustry.biz talks to Mike Thompson, head of sponsorship at title backers E.ON, as to the challenge of attaching a brand name to the world’s oldest football knock-out tournament…

Profile

Mike Thompson Head of Sponsorship, E.ON

1988-91: BA (Hons) Economics

1991-94: AXA (then GRE) Graduate Development Scheme

Fastrack programme of commercial departments

Marketing Executive, AXA Insurance

1994-97: Marketing Executive, Denny Bros Printing, Bury St Edmunds

Running Direct Mail, PR, Advertising campaigns.  First experience of managing sponsorship campaigns.

1997-99: Eastern Energy – Marketing Executive, PR and Internal Comms Manager, Peterborough

Set up new office in newly competitive energy market

1999-01: TXU Energi, Product & Services Manager

Product management, marketing to c4m customers in the East Anglia and North West Regions

2001-03: TXU Energi, Sponsorship Manager – launched and managed sponsorship of Ipswich Town Football Club; managed sponsorship of ITFC Community Trust; negotiated and managed sponsorship deals with Rugby Football League, including Challenge Cup and Match Official sponsorships

2003-05: Powergen, Sponsorship Manager – managed negotiations and running Rugby Union sponsorships, including Powergen Cup; ITFC; Rugby League

2005-current: E.ON, Head of Sponsorship – developed Sponsorship Strategy for E.ON, including the idea for E.ON to sponsor The FA Cup.  In the UK, E.ON is the largest integrated energy company, with around 14,000 employees.  Negotiation and management of E.ON’s largest ever sponsorship deal – a 4 year deal, incorporating The FA Cup sponsored by E.ON, The FA Women’s Cup sponsored by E.ON, The FA Youth Cup sponsored by E.ON and to be The FA’s Schools Development Partner.