Sponsoring & Brand Activation Expert – Football Partnerships

Make Football Partnerships Matter

At ING, sponsorship is more than visibility. It is about creating meaningful connections with customers, colleagues and society while supporting clear business objectives.

As a Sponsoring & Brand Activation Expert, you will transform strategic football partnerships into impactful campaigns, engaging content, memorable experiences and measurable business value. You will play a key role in bringing ING's football ecosystem to life, including our partnerships with the RBFA, the Red Devils, the Red Flames, women's football and grassroots football initiatives.

Working closely with a wide range of internal and external stakeholders, you will ensure every activation is relevant, innovative, compliant and flawlessly executed.

Your responsibilities

Sponsorship Activation & Partnership Management

• Develop and execute activation plans that maximize the value of ING's football sponsorship rights.
• Translate sponsorship opportunities into impactful campaigns, content, events, hospitality and engagement initiatives.
• Manage the day-to-day activation of football partnerships and coordinate closely with rights holders and key stakeholders.
• Monitor contractual rights and deliverables, including visibility opportunities, hospitality, ticketing, branded content, media assets and digital rights.
• Identify opportunities to enhance partnership value and optimize the use of sponsorship assets;

Campaigns, Content & Experiences

• Deliver integrated marketing campaigns across social media, digital channels, branded content, PR and experiential activations.
• Create engaging customer, employee and stakeholder experiences that strengthen the ING brand and support business objectives.
• Brief and coordinate agencies and internal specialists to ensure high-quality delivery aligned with ING's brand standards.
• Lead sponsorship events, hospitality programs and football experiences from planning through execution.

Stakeholder Management & Governance

• Act as the central point of coordination between Marketing, Communications, business teams, rights holders, agencies, Procurement, Legal, Compliance and Operations.
• Build trusted relationships with internal and external stakeholders and ensure effective collaboration throughout every activation.
• Maintain clear governance, planning and follow-up to ensure timely and successful delivery.

Budget Management & Performance Measurement

• Manage sponsorship activation budgets and monitor costs, purchase orders and invoices.
• Ensure all activities comply with ING policies, procurement standards and compliance requirements.
• Define KPIs, monitor performance and translate results into clear business, brand and stakeholder value.
• Identify lessons learned and drive continuous improvement across sponsorship initiatives.

We are looking for someone who

• Has 5–10 years of experience in sponsorship, brand activation, marketing communications, events or partnership management.
• Has a proven track record of translating brand strategy into impactful campaigns, experiences and measurable outcomes.
• Has a strong affinity with sport, particularly football.
• Thrives in complex environments with multiple stakeholders and challenging deadlines.
• Communicates fluently in English; knowledge of Dutch and French is a strong asset.
• Is structured, hands-on, creative and solution-oriented.
• Is comfortable managing budgets, planning, governance and reporting.
• Takes ownership, shows strong stakeholder management skills and consistently delivers high-quality work.

Your talents

You are passionate about creating experiences that connect people with brands. You combine creativity with strong project management skills, are comfortable navigating complex stakeholder environments and know how to turn partnership opportunities into tangible business impact.

Ready to help shape one of Belgium's most visible football partnerships and bring the power of football to life for ING? Join us and make every activation count. 🧡⚽