Ralph Straus (NED), FEI Commercial Director Photo: Hugues Siegenthaler/FEI
Ralph Straus (NED) has joined the FEI as Commercial Director. He takes up the post at FEI Headquarters in the Olympic capital of Lausanne (SUI) this week.
Straus was previously Vice President of Marketing and Communications in the Department of Tourism and Commerce Marketing in the United Arab Emirates, with the primary role of developing the global marketing and communications strategy for the 2020 World Expo in Dubai.
Prior to taking up the Dubai role, Straus was Head of Strategy and Brand Management at FIFA for seven years, in charge of planning and executing the 2010 and 2014 FIFA World Cup marketing campaigns, spearheading global licensing and brand development, and implementing all FIFA experiential marketing initiatives, including the FIFA Fan Fests.
He also oversaw the FIFA Interactive World Cup, an annual international competition of football video games recognised by the Guinness World Records Gamers Edition as the biggest global gaming tournament, collaborated with FIFA sponsors for global consumer engagement programs and developed social media strategies for FIFA event brands.
Straus has held several senior roles in the private sector, including at telecommunications company Swisscom and oil and gas company Royal Dutch Shell. He is also a regular speaker at conferences on sports marketing.
“The wealth of equestrian events, its rich history and the extensive global fan base presents compelling sponsor opportunities and provides fascinating content for broadcasters and digital platforms”, Straus said. “I am joining the FEI at a very exciting time and I am also keen to see how the changes in the digital landscape provide new opportunities to service the equestrian community and grow its fan base.”
“Ralph Straus’ extensive international marketing and commercial expertise in both the sport and private sectors will be massively beneficial to the FEI,” the FEI President said. “His leadership skills and experience in building up expert teams is crucial as we look to maximise our commercial goals into 2016 and beyond.”
