Under Armour Inc. has tapped Red Bull executive Sean Eggert to become its senior vice president of global sports marketing.
Eggert, who had spent the past 11 years with the energy drink brand, will report to chief marketing officer Alessandro de Pestel. He succeeds Ryan Kuehl, who was reportedly terminated at the end of last year following an investigation into the department’s record of spending at events, nights out and gifts to athletes, according to The Wall Street Journal. Eggert’s role will be expanded as all dedicated sports marketers worldwide will now report to Eggert, according to an Under Armour spokesman.
“Sean’s strong track record of global leadership, highly successful activations and direct experience integrating consumer insights into purpose-driven sports marketing strategies is a welcome addition to the Under Armour team,” de Pestel said. “As we work to connect even more deeply with our consumers through compelling engagements and powerful experiences, his expertise will play an instrumental role in our global expansion of the Under Armour brand.”
At Red Bull, Eggert was responsible for more than 160 company initiatives including its newly formed partnership with USA Basketball; several action sports properties, including the Red Bull Signature Series on Fox; more than 140 athletes and influencer relationships; sports lifestyle related film properties, and digital sports content series. Prior to Red Bull, Eggert worked in a variety of sports and entertainment positions for Gatorade, Publicis and Palace Sports & Entertainment.
Under Armour is in the midst of a three-year turnaround plan during which it is working to transform its corporate culture and also boost declining sales, particularly in the U.S. market.