In 1996, he became the Director of Football for Coca-Cola where he was responsible for their sponsorship strategy during UEFA Euro 1996 as well as the 1998 FIFA World Cup. He also was responsible for the contract negotiations of the 2002 and 2006 FIFA World Cup, UEFA Euro 2000 and also with the CONCACAF, CONMEBOL and the Asian Football Confederation. He was also involved in the implementation for all marketing activities which were organised in more than 200 countries worldwide.