BLE 2012: FIFA exec signs up to Licensing Academy

Ralph Straus, head of strategy and brand management, is this year's Big Interview subject.
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Visitors to this year's Brand Licensing Europe will be given the chance to find out how FIFA is managing its global licensing programme - with head of strategy and brand management, Ralph Straus signed up as the Big Interview in the Licensing Academy.

Straus has been with FIFA since 2005 and overses a number of the world football governing body's marketing departments. These include brand management, marketing communication and research, strategic marketing projects and licensing.

After the 2010 World Cup, FIFA took its future event licensing programme in-house, with the exception of one master licensee who has been appointed in Brazil, 2014's host nation.

During the interview, Straus will discuss the power of football and of major events to reach out to fans through licensing and merchandising. He will outline current trends in sport and event licensing, while also giving an exclusive insight into FIFA's licensing strategy for 2014 and beyond, and discuss some of the biggest challenges it faces.

Attendees will also learn for the first time about the licensing opportunities presented by FIFA's historical brand assets.

"We are delighted that Ralph is to be our big interviewee this year," said Jessica Blue, show director. "It gives those in the licensing industry a unique chance to hear from a sports giant on managing such enormous projects in-house, and just some of the challenges it faces in major events licensing."

The Big Interview takes place in the Licensing Academy on Wednesday October 17th from 1pm to 1.45pm

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