Analysis of the Sportingbet brand and within 1 month identify the positioning of brand and sponsorship properties to generate cut-through on limited budget. Following research and analysis that included environmental analysis, potential activity fit, how to exploit sponsorship and tracking a document was created that was used to justify investment to a PLC Board. This resulted in investment in Wolverhampton Wanderers FC, Hull KR Rugby League and Snooker Super Sizes.
Worked with Dentsu Sports to produce a licensing deal with Manchester United Football Club in Japanese market.
Appointed to launch the first ever global 3D experience of the FIFA World Cup. This included creating the Sony / FIFA joint Press Release and Press Conference in London at BAFTA to showcase the 3D experience.
Responsible for the organisation and management of the consumer hospitality packages for England group stage matches in Japan. This involved a comprehensive structures program; including: pre match site visits, flights, delegate packs, accommodation, meals, transfers, activities, game day logistics and planning, staffing, merchandise, administration, post event debrief and evaluation.