Event Synopsis:
Ahead of the Women’s World Cup, we bring together The Football Association and influential brands, to discuss how women’s football is helping build brand stories
Event Timings
08:30 hrs – Registration, networking and light refreshments
09:00 hrs – Event starts: Speaker presentations and Panel Q&A
11:00 hrs – Event closes
Presenters:
Marzena Bogdanowicz – Head of Marketing and Commercial, Women’s Football, The Football Association
Marzena specialises in developing and delivering sponsorship, partnerships and commercial strategies for a wide range of organisations. She has provided consultancy services to organisations which include the British Olympic Association, the International Olympic Committee, UK Parliament, British Gymnastics, the Youth Sports Trust, Visit Britain and Commonwealth Games England, among many others.
Additionally, her extensive experience and understanding of commercial rights, specifically around the Olympic Games, provides invaluable support when dealing with and managing commercial partners, rights holders and broadcasters.
A record of achievement and delivery in key major projects, including the VISA Party for the London 2012 Handover event in The Mall, 2008 and the 2004 Olympic Torch Relay in London. Most recently, delivery and management of the London 2012 Live Sites Network across the UK and Park Live sponsored by British Airways in the Olympic Park during the 2012 London Games.
Marzena’s most high profile achievement has been the creation of the Team GB brand and concept in 1999 that has grown to be one of the strongest sporting brands in the UK.
Marzena joined The FA in April 2017, to deliver integrated marketing and commercial support to the women’s game across the whole organisation. This involves leading and co-ordinating a cross-functional team on all aspects of the women’s game across marketing, commercial, digital and communications.
Since starting, Marzena has been focused on the commercial and marketing pillars within the Gameplan for Growth strategy of doubling participation and fans by 2021. A Lionesses campaign ahead the 2017 European championships, followed by a successful English bid in 2018 for the UEFA Women’s Euro 2021 Championships set the bar for commercial investments from 7 partners in 12 months in the women’s game, including a landmark multi million pound investment from Barclays.
Prior to The FA, Marzena was managing director of her own consultancy, b-focused ltd, specialising in sports marketing, sponsorship and event management. Clients included Team GB, Youth Sport Trust, British Rowing and Panasonic, among others. She led the management and co-ordination of largescale events such as the Team GB FanZones 2016, Birmingham Rugby World Cup Fan Zone 2015, the London 2012 Live Sites Network, 2008 Visa Handover in The Mall, London and 2004 Olympic Torch Relay, London.
From 1996-2006 Marzena was the inaugural Director of Marketing at the British Olympic Association (BOA) where she built and managed the BOA’s first commercial and marketing department. During her time at the BOA, she was also the architect of the Team GB brand.
Katy Bowman – Senior Sponsorship Partnerships Manager, Barclays
Previous to her current role at Barclays, Katy was Head of Hospitality at Chelsea Football club, where she spent eight years developing the club’s commercial hospitality and events functions. From there, she joined Barclays, where she managed the partnerships within a portfolio of sponsorships on behalf of the bank, globally. Over the years, these have included the Barclays ATP World Tour Finals, Barclays bikes, and, most notably, the title sponsorship of the Barclays Premier League.
Katy’s role now is to manage Barclays’ continued partnership with the Premier League, as their financial partner, activating the partnership globally for the bank. Alongside this, Katy was instrumental in the development of Barclays’ new partnership with the FA, as title sponsor of the FA women’s super league, which will be the biggest investment into women’s sport ever in the UK. After the successful launch of the partnership, Katy will now oversee the partnership, which will include a commitment to grass roots football.
Celine Hernandez – Brand Manager, Haircare UK & Ireland at P&G
Celine is a senior marketeer with more than 10 years’ experience with P&G. Originally from Mexico, this international brand builder is passionate about entrepreneurship, people coaching & environmental sustainability.
In October 2018, Celine announced the partnership between head&shoulders and the FA, as part of the broader campaign of the brand, to encourage everyone who has an ambition to #letnothingholdyouback. The partnership covers both the men’s and women’s teams and will be supported with a 360 degree campaign, which started in February 19.
Throughout her career, she has held a variety of roles touching many categories & regions, including launching a beauty brand in the Middle East, designing a new go to market model for Western Europe and working with a retailer in the UK to change the way they talk to mums of teens, via brands such as Always, h&s, venus.
Matt Riches – Head of Partnerships, Lucozade Sport
At Lucozade Sport, Matt is responsible for the strategic development of partnerships for brand and business integration. He was previously Commercial Director at Tough Mudder, and, prior to that, Matt spent a number of years in different commercial and marketing roles within sports marketing, creative and media agencies.
Matt’s simple philosophy is that being active is fundamental to happiness and through the marketing of sport and an active lifestyle, it is possible to challenge and change how people live and behave towards brands – Matt’s thinking time is best done on the trails, or the bike!
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***Please note that ‘Chatham House Rules’ apply to this event to allow for candid discussion. Therefore, this event will not be videoed. The event will be photographed by ESA for marketing purposes.***
****Please note that occasionally, due to undue to unforeseen circumstances, ESA event details are subject to change without prior notice. We thank you for your understanding.****
Here is some of your feedback from this event:
“An outstanding event offering deep insights into the subject matter which really hit the spot. The speakers were all outstanding and shared great strategic insight. One of the best breakfast events I’ve attended.”
“The format and timings were clear and concise and despite there being several brands there was a very clear cohesive message.”
“High quality (not necessarily high profile) speakers. Lots of time for audience questions – really engaged audience. Individual presentation rather than a panel discussion worked well.”
“It was just really interesting. Each presenter was excellent but also offered a range of different reasons for investing. Very engaging conference.”
“Great speakers…The fact it wasn’t recorded meant speakers (and audience members) could be honest about their experiences when answering/asking questions. The running time was spot on – enough to get into some interesting detail but not so long for people to lose focus.”
“A very interesting set of case studies which helped me understand why brands are choosing women’s sport and women’s football in particular.”
“It was fascinating to hear from the Brands about how they interacted with the FA and were using the profile of women’s football to tap into a new female customer base.”
“Inspirational – a reminder of why we do what we do – the trickle down effect of sponsorship in grassroots and women’s sport. It was great to also hear from a selection of brands in the space who are all activating in different ways.”