The Football Association and Wembley Stadium have integrated their sponsorship and marketing departments as the FA looks to fully leverage the potential of the Wembley brand.
According to UK industry magazine Marketing Week, the FA has now completed the integration of its Wembley business known as the 'FA Group'.
Peter Daire, the FA’s head of sponsorship, has been appointed to the same role in the Group, while the FA’s former Coca-Cola marketer Simon Freedman will be the Group's head marketing. The restructured commercial division will be led by FA group commercial director Jonathan Hill.
Last year the FA unveiled its "vision" for the next four years including boosting the national stadium from "start-up phase to an efficient operating business".
The FA plans to launch a museum to enhance stadium tours and grow its conference and banqueting business.