Nike scores ex-Chelsea Football Club partnership lead as SEA sports marketing director

Chris Madsen, former Chelsea Football Club's head of partnership management at the Asian office, has joined Nike as its sports marketing director for Southeast Asia and India. Madsen (pictured) said in a LinkedIn post that this is a role he is "very excited to be taking". "I cannot wait to meet my new colleagues here in Singapore as well as across key regions to help drive the fantastic brand of the 'Swoosh' forward," he added. Nike declined to comment on Madsen's current role. 

As head of partnership management, Madsen orchestrated and ran multiple successful pre and post-season tour matches across Singapore, Malaysia, Indonesia, Thailand, China, Japan and Australia, his LinkedIn said. With over 10 years of experience under his belt, Madsen is a senior sports and entertainment marketing professional with extensive knowledge of the sports industry, his LinkedIn added. Madsen specialises in partnerships, brand strategy, management and marketing with in-depth experience in executing and measuring activation campaigns online or offline. 

Prior to his role at Nike, Madsen spent close to 11 years at Chelsea Football Club, joining in 2011 as a sponsorship executive. He then became partnership manager and image right sales manager. After which, Madsen helmed the head of partnerships role for Asia Pacific in Singapore for a year. 

Before Chelsea Football Club, Madsen helmed the commercial partnerships manager role at the London Irish Rugby Club for close to two years. The London Irish Rugby Club was established in 1898 and became a professional rugby club in 1996. 

Meanwhile, in September, Nike appointed GoJek's SVP, Jasper Distel as its EMEA marketing director consumer direct. Distel joined GoJek as the VP, group head of integrated media lab in 2018. He helmed the position for a year where he built a regional digital marketing, media, and sponsorship team, his LinkedIn said. Distel was then promoted in 2019 to his current role and is currently based out of Singapore. 

Separately, Nike is reportedly entering the metaverse having filed for several new trademarks earlier this month. According to the US Patent and Trademark Office, Nike filed applications for "Nike" and its iconic slogan "Just Do It" on 27 October. A day later, it did the same for the "Jordan" brand name as well as Air Jordan and Jumpman logos. In the application, Nike said the trademarks will be used for "downloadable virtual goods" and "entertainment services". These include computer programmes featuring footwear, clothing, headwear, eyewear, as well as non-downloadable virtual footwear, clothing, headwear, and sports equipment.

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