The FA recruits P&G's Adrian Wells as marketing director

The Football Association (FA) has appointed Adrian Wells as its new head of marketing.

Adrian Wells: new FA marketing director
Adrian Wells: new FA marketing director

He replaces Simon Freedman, the group head of marketing at the Football Association, who left the organisation in August to take up a role at mobile operator O2.

Wells, who has spent the last decade at fmcg giant Procter & Gamble, will be in charge of the promotion of the FA Cup, Wembley Stadium, FA Learning, Football Development and the England national teams

One of his first tasks will be to promote the England national team, which has still to find a sponsor to replace the Nationwide building society, which did not renew its annual £20m deal with the national side in July, following a disastrous World Cup, which ended in a 4-1 defeat in the first knock-out stage.

Wells transfers from P&G, where he was brand manager across a range of brands internationally.

During his decade at P&G he headed a team active in more than 100 markets supporting bi-annual football promotions for the Pringles brand, where he pioneered partnerships in support of its UEFA European Football Championship and FIFA World Cup activity.

Julian Eccles, the FA’s group director of marketing and communications, said: "The FA needs informed, vibrant and engaging marketing to reach a wider range of audiences, so I am delighted we have been able to appoint someone of Adrian’s calibre and track record to help us achieve this."

Wells said: "I am excited about joining The FA to combine my professional experience with my passion for football.

"The opportunity for The FA to reach out to new audiences through so many channels from grassroots to elite levels is one I am keen to develop."

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