Michael Higham has been appointed director of sponsorships at top-tier Spanish soccer side Sevilla.
The Englishman will be responsible for helping the La Liga club and their partners achieve international growth.
Higham brings extensive experience in marketing and business development in the USA, Europe, Asia and Africa to his new role.
He joins Sevilla from English Premier League outfit Arsenal, where he served as a partner service manager from 2014. His duties in that role included maintaining and developing the commercial partnerships of the club. This involved identifying, evaluating and managing all partnership activation-related projects and interacting with partner organisations.
Prior to that, Higham held the position of relationship manager for Premier League giants Manchester United for two years, where he managed accounts with the club’s partners in South Asia, Africa and the Channel Islands.
Sevilla’s sponsorship agreements this season have included deals with casino company Playtika and watch brand G-Shock, as well as a five-year deal with brewery Cruzcampo and a partnership with online payments system Paypal. They will be looking to acquire a technical sponsor and a new main sponsor for the 2018/19 season.
Sevilla are fifth in La Liga after winning 14 of their 28 games so far this season. They lost 2-0 at home to Valencia on 10th March, and travel to Old Trafford to take on Manchester United in the second leg of their round of 16 tie in European soccer’s premier club competition, the Uefa Champions League, on Tuesday. The first leg ended in a 0-0 stalemate.