The former vice president of advertising, promotions and sponsorship for Visa Europe joins as vice president, Asia Pacific.
While at Visa, New managed the company’s sponsorship of the Olympic Games, the World Skiing Championships, English soccer's Premier League, the Tour de France, the FIBA European Basketball Championships, the IAAF Athletics World Championships and Golden Series, and the IRB Rugby World Cup.
“While I believe sponsorship can be a very effective way of creating memorable meeting points with consumers, brands need to approach sponsorship from a strategic perspective, with the same rigour as they would an ad campaign.
“I hope that I will be able to continue Redmandarin’s rapid growth through building our business in Asia Pacific."
New’s appointment follows hot on the heels of Ethan Green, who joined Redmandarin in May to head up the company’s North American office, based out of New York.
New will be based in Redmandarin's Singapore offices.
For more details on New's plans in his new job, see the features section of sportbusiness.com
