347. Roman Putsch, Chief of Marketing & Digital at UEFA: Champions League Football, Hero Brand Assets, Visibility + Emotional Connection, Data

Roman Putsch is the UEFA's Chief of Marketing and Digital, helping shape and grow some of the most iconic brands in world football, including the UEFA Champions League and the Euros. In this episode, we go behind the scenes of the game to explore why football commands attention like few other platforms can, what makes the Champions League such a powerful and consistent global brand, and how UEFA is helping partners turn passion and fandom into real commercial impact. From sponsorship and first-party data to retail media, cultural relevance and the power of iconic brand assets, we unpack what FMCG marketers can learn from football. Together, we speak about: Roman's journey from automotive into what many would consider a dream job in football What makes the UEFA Champions League one of the most powerful brands in sport Why iconic assets, consistency and emotion matter so much in building a global brand How football combines attention, passion, visibility and cultural relevance How sports sponsorship is moving beyond logos and eyeballs into measurable business impact The role of first-party data, digital activation and retail media in modern sponsorship How UEFA approaches the Champions League, Europa League, Conference League and national team football as distinct brands What FMCG brands can learn from the way football builds engagement and fandom Follow us on Instagram: https://www.instagram.com/fmcgguys/  Audio Mixing by Modest Ferrer Voice Acting by Jason Martorell Parsekian Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.