Head of ZEAL Collabs, ZEAL Group's partnership division, Mike leads global, European and UK partnerships for FMCG brands. Over his 15 years' experience, he has worked in brand activation and partnerships with brands including Pringles, Nestle and Bacardi and rightsholders in sport including England Football, Manchester City, The Ryder Cup and F1.
Specialising in partnerships and collaborations, Mike helps brands to connect with culture by meeting their audience where they are, through authentic storytelling.
As World Cup value moves beyond official rights, the smartest brands will be those that understand where football culture is really being created.
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