Posted on Thursday 6 September 2012 by Ulster Business

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The Chartered Institute of Marketing is set to welcome UEFA’s Head of Marketing Activities to Northern Ireland next month giving an insight into one of the world’s biggest sporting organisations, the governing body of football in Europe.

Peter Willems, Head of Marketing Activities at UEFA since June 2005, will give an insight into the Champions League brand. UEFA is the governing body for football in Europe, managing 53 Associations, the Euro Championships and the Champions League. 

 The Champions League has become one of the top sporting events in the world with the 2012 final having been watched by over 300 million people worldwide.

The event at Queen’s University Belfast promises to be a fascinating presentation that will touch on areas of marketing such as branding and marketing communications and will look at how UEFA embraced digital for the Champions League. For the first time this year the organisation streamed live matches on to 300,000 viewers, generated 4.8 million tweets in relation to the final and increased their fan base on Facebook by 52,000 bringing their total fan base to nearly 2.5 million.

The Chartered Institute of Marketing Director for Ireland Richard Houdmont said, “Football has become big business in the last 15 years. Whether it's the Olympics, the World Cup, Euros or Premiership football the income generated from TV rights, sponsorship, ticketing and merchandising has provided a steady income stream into football.

This event will appeal to anyone with an interest in marketing to a global audience and those interested in multi-disciplined marketing. The event forms part of The Chartered Institute of Marketing’s autumn calendar of events and is a taster of events to come during Marketing Week in November”.

Survival of the Fittest: Peter Willems, UEFA will take place on 4th October at 12 Noon. Tea / coffee and lunch will be provided. For booking information please go to:



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