Joachim Lange Founder, Consultant Agency Comasco

Joachim Lange started his career with Ford Motor Company in Germany in 1984. In fourteen years with the company, he held management positions in marketing and sales in Germany, England and the United States. During his tenure as Manager of Sales Promotion, his responsibilities included events, fairs, trade marketing and sponsorships in football (UEFA Champions League, 1. FC Koeln), motorsport (Formula One, World Rallye Car), ice hockey (Koelner EC) and arts & culture (Musik Triennale Koeln). In 2000, he became Managing Director of PRISM (a WPP agency) in Germany and advised clients including Yello Strom (premium partner of Bayern Munich), Panasonic Toyota Racing (F1) and Deutsche Bahn (national partner at FIFA World Cup 2006). Subsequently, he became exclusive sponsorship consultant to Deutsche Bahn before assuming the responsibility of Head of Marketing & Sales at Bundesligaclub 1. FC Koeln. In 2014, he took over as Global Head of Sponsoring at Ogilvy & Mather Dusseldorf before founding his consultancy COMASCO. Joachim is a graduate of the London Business School MBA Program (Class of 1992).

TOPIC: Harnessing the power of sports for brand growth

Sport has experienced a meteoric rise in importance over the past twenty years. What once was a mere leisure activity has developed into a driving factor for technology, media, and brands and has relevance in B2B and B2C industries. In his presentation, Joachim Lange, who has held senior roles for key stakeholders in the sports marketing industry for more than two decades, will share observations, thoughts and case studies to illustrate the role of sports in modern day societies.