May 29-31, 2017
Chicago, IL

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Eelco van der Noll

Vice President, Experiential, Anheuser-Busch InBev

Eelco has 20 years experience in global marketing, most recently as VP Experiential at the world’s largest brewer, AB InBev. Previously, he was Marketing Director at FIFA (2004-2007), the world governing body of football, and held senior marketing positions at leading global brands including MasterCard (1995-2003) and Canon (1990-1994).  

Eelco started his career in the early 90’s at Canon Europe based in Amsterdam, The Netherlands. As Communications Coordinator, and later as Sponsorship Manager, he managed Pan-European marketing programs with a focus on leveraging the company’s extensive sponsorship portfolio.

As Vice President Global Sponsorships & Promotions for MasterCard, Eelco negotiated sponsorship contracts with various properties and managed sponsorship activations that focused on supporting the global “Priceless” campaign.  He created and implemented integrated marketing programs including TV, print, outdoor, promotional campaigns, PR and new media in all key global economic markets. He was respectively based in London, Paris and New York.

As Marketing Director and a member of FIFA’s Management Board, Eelco was responsible for all FIFA’s marketing programs. Based in Zürich, Switzerland, he oversaw the organization’s US$1+ billion sponsorship portfolio, Brand Management, Marketing Services, Marketing Strategy and Event Marketing Operations. During his time at FIFA, Eelco also launched two new events, the FIFA Beach Soccer World Cup and the FIFA Interactive World Cup. In addition, Eelco was responsible for the re-launch of the FIFA brand in 2007. However, the crown on his work at FIFA was the commercial delivery of the highly successful 2006 FIFA World Cup Germany™. 

After the 2006 FIFA World Cup™, Eelco moved [back] to the US to assume a position at AB InBev in NYC as Director, Global Experiential. In his role he oversaw the Company’s global experiential programs for music, sports, entertainment and food. In May, 2015, Eelco moved to the Company’s US operations to take the role of VP Experiential leading the Company’s partnerships with NFL, MLB, UFC, NBA and various music and entertainment properties.

A native of The Netherlands and a 1987 graduate of the Institute for Business Administration & Economics in Rotterdam, Eelco speaks Dutch, English and German. He resides with his wife and two children in Ridgefield, CT, USA.