Senior Appointments At Fuse Sport + Entertainment

Fuse Sport + Entertainment, part of the Omnicom Media Group, has made two new senior appointments. Shervin Behzadi and Anja Friedrich have both been appointed as Account Directors by the which recently won the Agency of the Year title for the second year running at the UK Sponsorship Awards.

Shervin Behzadi has been appointed Account Director for the Carlsberg football account managed by Fuse. This will involve running the ongoing work for Carlsberg with the brand's Premier League partnership, as well as planning activation for UEFA EURO 2016. Carlsberg is one of the Official Sponsors of the UEFA EURO 2016 tournament which take place in France next summer. Behzadi has over 10 years’ experience in the sponsorship industry working for Cancer Research UK and M&C Saatchi where his past clients included Tesco, Castrol and Reebok.

Anja Friedrich has been appointed Account Director working on the agency’s UniCredit account. This includes overseeing UniCredit’s sponsorships of the UEFA Champions League and the recently announced collaboration with the UEFA Europa League. Friedrich has extensive sponsorship experience working in different countries both in Europe and the USA and most recently has been responsible for UniCredit’s UEFA activation programme across a number of different European countries. 

Fuse Sport + Entertainment Managing Director EMEA Mark Bullingham said: “We are delighted to be welcoming Shervin and Anja to Fuse, to support the team in driving forward two of our major accounts.Their experience will further supplement our global expertise and allow us to continue to maximise returns for clients such as Carlsberg and UniCredit.”