Jacob Lauesen appointed new FCK commercial director

F.C. Copenhagen can announce Jacob Lauesen has been appointed the club's new commercial director.

Jacob was previously director of brand, marketing and development at FCK - a role he had taken up since the summer of 2018.

In his new position, Jacob will take over some of the responsibilities of the former sales director, Alex Rasmussen.

"I am very, very pleased that Jacob has chosen to accept the new position and the challenges that come with it," says Katja Moesgaard, COO of FCK and Parken Sport & Entertainment.

"There is no doubt that with the current coronavirus crisis it is a difficult task, but we believe he is the right person to get us through the challenge as best we can.

"Jacob is extremely strong on data and digitisation, where the club is undergoing rapid development with him as an important focal point. Here, among other things, he has been instrumental in significantly increasing our audience share, while our merchandise sales have received a big boost.

“We have chosen an organisational solution where Jacob takes over responsibility for our commercial partnerships and hospitality sales. The biggest partnerships will be in close cooperation with me, and we would like to take a further step in that area.

"Despite the challenges facing everyone right now, we can see a very positive journey for us with our Strategy 19+ as a starting point. We already have a number of strong strategic partnerships with Carlsberg, Unibet, adidas and Netcompany, and we will always focus more in this area. Here, Jacob will help lift us further."

Jacob has worked for DBU earlier in his career, as well as digitising some of the largest venues and live entertainment brands in the United States.

“I see it as a big statement of trust, and I am both very proud and very humble about the new role," says Jacob.

"FCK is definitely at the top when it comes to sports brands in Scandinavia, and both the surrounding area and ourselves have extremely high expectations for us.

"For the past year and a half, we have been undergoing a major shift with a focus on digitisation, and we are already seeing the first results of this in terms of crowdsourcing, but we have also developed really well in the partner area.

"We have had a lot of good relationships with our biggest partners and we are getting better all the time. We have moved our marketing, communication and sales department much closer together, and we have invested a lot in our analytics.

"It gives us a clear boost, and we must jointly take several steps forward in this area. It is an exciting task that we are in full swing with."