KATIE ROSEN

As part of Budweiser’s partnership with the FA Cup, the challenge was to refresh how the competition showed up, in a way that worked for fans, players, football clubs and the sponsors. I led the development of a shared brand language that could be adopted consistently across the tournament, from tickets and programmes to match day experiences, behind-the-scenes access and club communications. My role was as much about alignment as creation, working closely with Budweiser, internal stakeholders and football clubs, and being present at semi-finals and finals to ensure thework landed with consistency and impact at the moments that mattered most.