FA appoints new Commercial and Marketing Director

08 Oct 2019

By: Sport Industry Group

The FA has appointed Kathryn Swarbrick as its new Commercial & Marketing Director.

Swarbrick will join up with English football’s governing body from PepsiCo, where she served as Vice President of Marketing in Western Europe and South Africa, having previously held brand and marketing roles at Heineken and Diageo.

Reporting to CEO Mark Bullingham, who she is replacing, she will be responsible for commercial and marketing strategy across The FA’s portfolio of 29 representative England teams, Wembley Stadium, the Emirates FA Cup and the Barclay’s FA Women’s Super League, with broadcast, sponsorship, events and digital channels falling under her new remit.

Swarbrick will begin in the role on Monday 4th November.

Mark Bullingham, CEO, The FA said: "We are delighted that Kathryn will be joining us. Her track record is world class and she has achieved fantastic results wherever she has worked previously, and we established a good working relationship when she was responsible for PepsiCo’s UEFA Champions League partnership.

"I’m extremely proud of the work that our Commercial & Marketing team has done in recent years and our challenge is to now build on that to take it to an even higher level, engaging more consumers and fans directly, which Kathryn will help us to do. She joins a strong senior management team as we look to put in place our strategy for the next four years to maximise our impact on football and the country."

Kathryn Swarbrick said: "Few things unite the nation like football and this role offers a unique opportunity to get more people actively involved and engaged with the game. Ultimately every pound we raise as a commercial team is re-invested into developing the game from grassroots upwards – a genuine force for good – which I can’t wait to be a part of. 

"I am looking forward to building on the momentum that The FA has created in this space in recent years and will hopefully bring a different perspective on ways to further develop the FA brands, delivering world class content and experiences for fans."