Karl Lusbec

Karl Lusbec



Bilingual French and English.Fluent in Italian. Conversant in German

Computer skills

Full comprehension of the complete MS Windows office softwares. Knowledge of Photoshop. Social media aficionado.

Join me on Tweeter: @KarlLusbec

Join me on LinkedIn: http://ch.linkedin.com/in/lusbeckarl

Self made mechanic

Autodidact in car mechanic, result of my passion for the Toyota MR2 Spyder. Results:

  • Header and catalysor swap.
  • Car electronic management.
  • Full understanding of turbo and supercharger installation.


I am a highly driven marketer with more than 11 solid years of experience in Football Product Marketing and Football Sports Marketing. My true passion for sports, especially football, has enabled my understanding of the sponsorship activation, customers, competitors and marketing strategy. I have gained an extensive international experience within the sporting sector, operating with global football clubs, federations, but also with players and football stakeholders. I added to my professional profile a strong online marketing background and significant understanding of the entertainment industry. I am a cross group collaboration leader and strategic thinker. Being a go getter, I do not hesitate to get my hands dirty.

Work History

Work History
Apr 2009 - Present

Founder of KFL _ Football Marketing Consultant


- Work on several football marketing projects

- Consultant for Sports Mark the exclusive Official MATCH Hospitality USA agency

Feb 2008 - Apr 2009

Senior Product Manager

EA Sports
  • Developed the international Marketing Plan for “EA Sports Football Academy”, the exclusive NDS football franchise.
  • Built the “FIFA 09 Ultimate Team”, an integral online expansion pack for FIFA 09.
  • Played a key role in building, securing and marketing the “adidas Live Season”, the most popular game mode in FIFA 09.
  • Ensured a top level partnership with adidas Headquarters.
  • Maximised corporate relationships with AC Milan Brazilian player Kakà.
Aug 2006 - Dec 2007

Global Sports Marketing Manager

adidas Group
  • Global marketing manager responsible for AC Milan and Liverpool FC.
  • Developed and marketed creative and competitive license product ranges.
  • The Liverpool home shirt was the best selling jersey amongst the adidas global clubs.
  • Organisation of the AC Milan summer tour in the USA jointly with external football partners.
  • Creation of the AC Milan Junior Camps licensed products ranges.
Jan 2004 - Aug 2006

Global Asset Manager FFF and AFA

adidas Group
  • Global asset manager for the French (F.F.F) and Argentina (A.F.A) Football Federations.
  • Built strong commercial apparel ranges for F.F.F and A.F.A and created successful global launches.
  • Kick off marketing onsite campaigns during the 2006 FIFA World Cup and maximised on brand exposure.
  • Argentina home jerseys sales increased by 52% compared to the previous World Cup.
Jan 2002 - Jan 2004

Global Junior Asset Marketing Manager Football

adidas Group
  • Global marketing manager in charge of Ajax Amsterdam.
  • Global creation of the Ajax licensed product ranges (apparel, footwear, hardware)
  • Optimised the business impact of Ajax Amsterdam in origin market and worldwide.
  • The Ajax 3rd jersey sales increased by 17% on the local market and by 26% globally.
  • Development and launch of a complete range for the Kingdom of Saudi Arabia (KSA) for the 2002 FIFA World Cup.
Apr 2000 - Jan 2002

Global Assistant Sports Marketing Manager Football

adidas Group
  • Providing meaningful football inputs to the Business Unit for potential new adidas players and teams.
  • Secured and extended the partnership with the South African National Federation (SAFA), the Romanian Federation (FRF) and the Chinese Football Association (CFA).
  • Shared the adidas football federations marketing expertise with SAFA on a joint program with the French Federation.



Semi Professional Football Player

  1995-1999: USJA Carquefou Nantes (4th Division – France; equivalent to the UK League 2) http://www.carquefou-football.com 1995; First Goalkeeper in semi professional 4th division Football Club in France. 1995; Regional Cup winner. 1997; José Arribas Cup winner. 1998; League winner.   1993-1994: En Avant de Guingamp (3rd Division – France ; equivalent to the UK League 1) http://www.eaguingamp.com 1993; Goalkeeper in a Professional Football Team 1994; Best regional young player of the year   1982-1993: Club Franciscain Martinique (Amateur – Martinique) http://clubfranciscain.com 1990; Best regional Goalkeeper. 1991; Concacaf runner up. 1992; Regional league and cup winner.             


1999 - 2000


University of Angers
  • Post University specialisation in business, international trade and negotiation.
  • Achieving fluency in english and italian.
  • Marketing thesis; “Manchester United, the Kind of Merchandising”. 16/20 mark (B+)
1994 - 1999

Business and Administration

University of Nantes
  • Masters degree in foreign applied languages (English and Italian) to Business, marketing and law
  • Distinction in American history



John Dongelmans

"I had great pleasure working with Karl at EA’s (ERTS) European HQ in Geneva Switzerland. Aspart of the EA SPORT’S Football team Karl helped built a strong working relationship with our keypartner "adidas". Specifically for FIFA 09, he played an integral part building and marketing ouronline in-game service “adidas Live Season”. Since it launched in October 2008, FIFA 09 hasbecome the fastest and #1 selling game in the franchise. As part of our international FootballCouncil – he helped develop the overall long-term strategic direction of the EA SPORTS Footballbusiness. Karl has an upbeat professional attitude and is a great cross group collaborator. I wouldhighly recommend him for any position or career that he may seek to pursue"

Alberto de Torres Lacroze

"With a varied background in both sports marketing and product marketing, Karl has alwaysdemonstrated the ability to design and deliver excellent concepts and approaches to clubs andfederations. He possesses impressive verbal and written skills and has presented papers and concepts to high profile representatives. Furthermore he has a pleasant personality: is open to suggestions about training; shows evidence of creative problem-solving skills; is self-motivated andself-confident."

Romain Rossi

"I had the pleasure to work with Karl in both my FIFA and EA tenures. Karl is a passionate hardworking marketing professional. He has a proven appetite to learn from his peers and managerswhile never being shy to express his opinion and contribute to his team efforts. With his trulyinternational profile comes a particular ability to adapt and blend into new professional and socialenvironments."