We are taking a look at some of the jobs that go on behindthe scenes at UEFA, asking staff what exactly they do and why they love their work so much. Today,it’s the turn of sponsorship and licensing manager Hampus Löfkvist.

What does managing and developing sponsorship and licensing at UEFA entail?

Passion, purpose and pride: the three words that underpin the UEFA People project could scarcely be more apt in terms of describing the feelings of UEFA staff whose work is dedicated to the growth and development of European football. We are taking a look at some of the jobs that go on behind the scenes at UEFA, asking staff what exactly they do and why they love their work so much. Today, it’s the turn of sponsorship and licensing manager Hampus Löfkvist.
What do you do, why do you love it and what attracted you to the job in the first place?
Hampus: I’ve worked at UEFA since 2007 in various marketing and venue roles and am currently a sponsorship and licensing manager, which means I’m responsible for developing and managing sponsorship and licensing programmes to increase the global exposure of UEFA’s top competitions and brands and generate incremental revenue.

The best thing about my job is how varied it is all the time. I split my time between managing the adidas partnership, the overall UEFA Europa League sponsorship programme and all of UEFA’s licensing programmes, including for the UEFA Champions League and UEFA EURO 2016, so it’s virtually impossible for me to get even remotely bored! In each project, I’m involved from the conceptual stage through to implementation and delivery. It’s very rewarding being able to help shape a commercial strategy and then to see it brought to life through a sales cycle, followed by rights implementation and exploitation.

On any one day, I could be balancing many different types of project. For example, I might be working on the future sponsorship sales strategy with our agencies, working with adidas to finalise the latest official matchball design, working with Konami on its latest e-sport developments and with a UEFA Europa League sponsor to help promote the competition in a corner of the world that it hasn’t reached yet. It doesn’t get more varied, and the satisfaction it brings me is extraordinary. Licensing is an interesting complement to sponsorship as it’s very hands-on. For the UEFA Champions League we have 20 licensees and for the EURO we have over 50 licensees producing over 5,000 different types of product, everything from mugs and key chains, to sticker albums, video games, champagne and signed memorabilia, and even a UEFA Champions League store and restaurant concept – something for every fan, young and old!

In short, my job means I get to work with many different sponsors, licensees and agencies, as well as, of course, clubs and national associations. It involves meeting a lot of interesting and talented people, so the opportunity to learn never ends. It’s a busy job and you have to learn how to prioritise and balance your time, but ultimately it’s very rewarding to help build successful partnerships from which UEFA, its competitions and its partners all benefit.