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Work Background
Sylvie Lederle Sports SponsorshipGlobal Sponsorship
Jan. 202520 years experience in sports sponsorship, key expertise in European football, master sport sponsorship assets, thrive in teamwork. I am available remotely on freelance contract or in-house as needed.
AtosAtos - UEFA Partnership activation manager
Jan. 2023 - Dec. 2024Atos is European leader in IT services and Official IT Partner of UEFA National Team Football competitions. Joined Atos to structure and develop its Global Sponsorship strategy for UEFA, from activation budget plan to on-site operations, using assets across all UEFA National Competitions: UEFA EURO 2024, U21, UNLF and European Qualifiers. Responsibilities included: ✦ Marketing Strategy on LED boards Developed and led the marketing strategy for LED boards, negotiating a dedicated budget with senior management to onboard an external agency. Redefined the LED visuals by challenging brand and communication teams to optimize the logo. Achieved 75% visibility during the EURO tournament, marking a significant improvement in LED impact. ✦ Social Media Strategy Designed the social media strategy for the "Taking the Game to the Next Level" campaign, executed in three phases over one year. Aligned the campaign with key milestones in UEFA's digital calendar to maximize video diffusion. Managed UEFA-allocated digital budgets, leveraging UEFA’s in-house production team to create three videos featured on UEFA platforms. ✦ UEFA Marketing Approvals Coordinated and led UEFA marketing approvals across all 21 Atos geographies. Created comprehensive resources, including market guidelines, a portfolio of UEFA-approved imagery, and a social media playbook to streamline posts. #brand activation #UEFA EURO 2024 #UEFA Official Partner #brand strategy #sponsorship rights activation #global sponsorship #official sponsor of UEFA EURO 2024 #UEFA partnership manager #activation budget
ORSEN SAVP; Sponsorship Activation Director
Jan. 2022 - Dec. 2023Brand focused, international sports marketing agency, I was hired by Swiss agency ORSEN to lead the account management team and create the sponsors management strategy. During my time I managed to: ✦ Structure the account management team and account on-boarding toolkits, structuring communications and workflows around remote setups using digital tools and CRM platforms. ✦ Be the go-to contact with clients onboarding to new properties (e.g., Geekvape x PSG, Whalefin x Chelsea FC) to define KPIs, analyze key markets, identify their strategy and activate portfolio rights within budget. ✦ Successfully manage remote work across cultures and time zones through a strong work ethic, and some much needed problem-solving creative mindset
CAA ElevenUEFA EURO 2020 - Senior Consultant
Jan. 2021 - Dec. 2021CAA Eleven, the official UEFA marketing agency, manages the centralized commercial rights for all UEFA National Team Competitions, including UEFA EURO, European Qualifiers, U21 Championship, and Nations League. Hired as a Senior Consultant to support the account management team during the challenging EURO 2020 held amidst the COVID-19 pandemic. Responsibilities include: ✦ Leverage my experience from previous EURO tournaments to support UEFA strategic projects, including organizing virtual sponsor workshops with production agencies, delivering a full-day program with one-on-one sessions, ambassador quizzes, and interactive discussions. Achieve record attendance of over 200 participants and high sponsor satisfaction, leading to the adoption of online workshops post-pandemic. ✦ Structure and execute sponsor-exclusive programs, such as the JustEat Player Escorts initiative, coordinating across 12 host cities during COVID-19 to enable 900 children from underprivileged backgrounds to step onto the field under safe conditions, ensuring program success despite logistical challenges. ✦ Lead sponsor communication on constantly changing COVID-related stadium and city regulations by chairing a steering committee for daily updates, implementing a reliable system to provide accurate information, and ensuring sponsors adapt operations smoothly throughout the tournament. #Account management #UEFA EURO #Sponsorship management #Partner success #Sports partnership #sole and exclusive rights
ORSEN SASponsorship and Strategy Director
Jan. 2019 - Dec. 2020SwitzerlandJoined ORSEN, a Swiss-based marketing agency, appointed as the exclusive partner for Aeroflot, to execute its sponsorship rights as an official partner of the FIBA Basketball World Cup in China. Role involved: ✦Ideating and executing overarching strategy for Aeroflot as a main partner as follows: Implementation and definition of the "Aeroflot Best Flying Moment" campaign , showcasing the most exciting highlights of the tournament. Branded entry and end cards were created to enhance visibility and recognition, with the program becoming the most popular highlight series of the FIBA World Cup, driving significant fan engagement. ✦Management of Aeroflot’s brand ambassador program with basketball legend Kobe Bryant, coordinating script and storyboard development, along with the approval process with Kobe’s team. Creation and implementation of social media strategy for three videos featuring Kobe, generating over 400 million views, including paid promotions on China’s leading platform, Tencent, which substantially boosted Aeroflot’s profile in the Chinese market. ✦Direction of on-site activations, leading a local team of five to implement programs such as a part-time dunk contest and ticket promotions, attracting 200 participants and awarding over 1,000 tickets; coordination of Aeroflot’s presence at the opening and award ceremonies, with 10 Aeroflot hostesses involved. #FIBA World Cup #Basketball #China #Brand activation #on-site #sponsorship management #rights management #global sponsorship
CAA ElevenSenior Sponsorship Manager
Jan. 2014 - Dec. 2019Nyon, SwitzerlandCAA11 is the exclusive marketing agency of UEFA appointed to manage commercial rights to UEFA national team competitions. Senior member of the account management team in charge of: ✦ Leading UEFA strategic projects, including broadcast sponsorship, one of the most exclusive rights, by heading a working group with media colleagues to create well-structured, balanced packages that earned sponsor trust and delivered high ROI for all sponsors involved. ✦ Co-heading a team of four account managers responsible for onboarding new sponsors, advising, and managing global accounts on behalf of UEFA under very tight timelines. ✦ Serving as the day-to-day contact for sponsors, assisting with the delivery of key rights, such as Orange’s “Fan of the Match” program, activated across 51 matches during the EURO, and Continental’s broadcast sponsorship program. ✦ Advising sponsors on category distinctions and exclusions, such as Credit Agricole (official bank) v. Alipay (official payment system), ensuring category definition and clarity. ✦ Proudly developed strong, lasting relationships with accounts and teammates, contributing to sponsor satisfaction and renewals. #UEFA EURO #Sponsorship management #UEFA account management
X Games Barcelona 2013Operations Director
Jan. 2012 - Dec. 2014Barcelona, Catalonia, SpainThe X Games is an international sports event launched in 1995 that focuses on action sports, owned and produced by the US’ main sports broadcaster ESPN. Overall responsibility for the development of the operations plan as well as the selection process and management of the operations team, including: overseeing the implementation of the operations plan, reporting on the operations budget and key issues, acting as main contact before Local authorities and main sponsor (Barcelona City Hall) and main Stakeholder (ESPN).
Havas Sports & EntertainmentProject Manager - Global Sports Forum Barcelona
Jan. 2011 - Dec. 2012Barcelona, Catalonia, SpainThe Global Sports Forum Barcelona is one of the well known international meeting on sports business, focused on "sports, what's next", gathering every year more than 50 speakers, 2000 delegates, and 300 press from all over the World. During the GSFB 2012 I was Account Manager for Barcelona City Hall reporting to the Global Director and Havas S&E’s CEO, I was in charge of the smooth relationship with main partner and top sponsor: the City of Barcelona.
FIFA BEACH SOCCER SLHead of Operations and Head of European Market
Jan. 2005 - Dec. 2011Barcelona, Catalonia, SpainCoordination of the European Beach Soccer League (average of 20 events per year across Europe) in liaison with the Event Director and General Coordinator. Responsibilities included: organizing the negotiating contracts with promoters cities and Football Federations, developing and promoting the sport by recruiting new countries to host the events, dealing with main Sponsors as Marketing Operations person on-site. Main contact for operations for 6 FIFA Beach Soccer World Cup, having to deal with FIFA sponsors and across multiple departments #FIFA Beach Soccer World Cup #Commercial operations #FIFA sponsors #Marketing operations
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