Judges

Director Brand & Sponsorship Europe/UK, TCS

Mark Bogaerts is Director Brand & Sponsorship Europe/UK for Indian tech conglomerate Tata Consultancy Services (TCS) and has been working in the international sports industry for over 20 years from his base in the Netherlands and specializes in building B2C and B2B brands through partnerships at global sports events. He worked at the Johan Cruijff ArenA, the home of Ajax, before moving to one of the leading sports marketing agencies in the Netherlands where he managed the event department and oversaw brand activations, sponsorships and events for Dutch corporates at Dutch and international sports events like the Tour de France and Euro 2008. He has been involved in 5 Olympic Games where he led the world renowned Holland Heineken House, the official Dutch Olympic Hospitality House which each time was awarded with a ‘gold medal for the best party in town’. He moved to Heineken in 2013 to lead the partnership of Heineken with Rugby World Cup 2015 in England and was also managing the activations from Heineken’s partnership with UEFA Champions League like several Champions League final programs and the UEFA Champions League global Trophy Tour presented by Heineken.

He was headhunted by TCS in 2018 to further professionalize and lead the sponsorship function in Europe and UK which focusses heavily on marathon partnerships. During his 3 years at TCS new deals were signed with TCS London Marathon amongst other marathon partnerships in the region. He was also able to diversify the portfolio by stepping into golf as an official partner of the Dutch Open as part of the European Tour and most recently the first ever global platform for TCS as title partner of the Jaguar TCS Racing Team in Formula E. With his B2C brand experience he took on the brand responsibility as well and rolled out the award winning ‘This Run’ campaign for the marathons and guided the new global TCS brand positioning, logo and visual identity for the Europe and UK region.

He has been in the jury of the sports category and later in the board of the Dutch Sponsorship Awards for several years.

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