Ex-BMF CEO Jeremy Nicholas takes on a role in the US

Jeremy Nicholas

Former BMF CEO Jeremy Nicholas is to move to California as Visa’s new global head of soccer sponsorship marketing, Mumbrella’s sister title Encore has revealed.

Nicholas was one of the most respected planners in Australia, and successfully led BMF’s planning team during much of the agency’s decade of success after joining in 2001. He was the planner on the Tooheys Extra Dry celebrated “tongue” TV ad.

He was also chairman of the Account Planning Group, part of industry body The Communications Council, and vice-chairman of the Comms Council. However, his stint as BMF’s CEO, which began in 2010, was less stellar, as the agency lost steam following the acquisition by Photon Group, now Enero. Splitting the agency into three separate units failed to deliver growth and BMF lost its lucrative below-the-line account for Commonwealth Bank.

Nicholas left the creative agency in May without a job to go to. New boss Dominic Stinton is due to start later this month.

In his new role Nicholas will be responsible for many of Visa’s sporting partnerships which globally include rugby, motorsport and football. He will lead Visa’s involvement in the FIFA World Cup in Brazil next year, along with its sponsorship of the US and Mexican national teams.

Nicholas has had a long-standing involvement in football, including two years as a director of Sydney FC.

His new employer Visa declined to comment on the appointment, citing company policy.

Nic Christensen 

Encore issue 25This story first appeared in the weekly edition of Encore available for iPad and Android tablets. Visit for a preview of the app or click below to download.


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