Steve Cumming

Global head of commercial partnerships

Chelsea Football Club

Cumming joined the club from Diageo, where he was category director, after stints at other solid blue-chip brands, including Coca-Cola and Carlsberg. A marketer who is uncomfortable in the spotlight, he’s forging some interesting collaborations behind the scenes. For instance, in April the club unveiled its YouTube and social campaign with Adidas, to promote the team’s 2014/15 home-kit launch, which introduced the idea of ‘Chelsea moments’. At the end of last year, meanwhile, he launched the ‘Chelsea Challenge’ on Facebook and Twitter, which tested fans’ knowledge in return for prizes.



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