Shervin Behzadi joins from Cancer Research UK, where he was sponsorship manager. He has worked in sponsorship for more than 10 years and spent almost six of those at M&C Saatchi, where his clients included Tesco, Castrol and Reebok.
As account director for Carlsberg football, Behzadi will run the ongoing partnership between the beer brand and the Premier League alongside planning activations for Uefa Euro 2016.
Anja Friedrich will work on the agency’s UniCredit account. She will oversee the financial company’s sponsorship of the Uefa Champions League and its recently-announced collaboration with the Uefa Europe League.
Friedrich was recently responsible for UniCredit’s Uefa activation programme across Europe, and has also worked in sponsorship in the USA.
Mark Bullingham, Fuse’s managing director EMEA, 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."
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.