Magazine article Marketing
UEFA, the European football governing body, has raided the Italian league to hire Giorgio Marchetti as director of professional football and marketing.
Marchetti will join UEFA on February 1 next year. He replaces Swede Lars-Christer Olsson, the former marketing chief, who becomes UEFA chief executive on January 1.
Marchetti, 43, has been general secretary of the Italian Professional Football League since 1997, and is a member of UEFA's Professional Football Committee, as well as a co-ordinator of the European Union Premier Professional Football Leagues.
His remit will include the marketing of UEFA's most important commercial properties: the European Championships, next held in Portugal in 2004; and the UEFA Champions League, which features the Continent's top clubs and rakes in millions of pounds in broadcasting and sponsorship revenue for the body.
Champions League sponsors include Amstel, Ford and Sony PlayStation, while the commercial backers of Euro 2004 include McDonald's, Coca-Cola and Carlsberg.
UEFA recently tried to raise awareness of its role as the guardian of football's values of fair play, with an advertising campaign by Amsterdam agency 180. …