[Thursday, 29 January 2026] Leading sports and entertainment agency, EMW Global has named experienced marketer Joe Pattison as the new Vice President of Marketing. Pattison brings over a decade of experience in performance marketing, media strategy and sports activation across Europe and Asia, as the agency prepares for a year of global showpiece sporting events headlined by the FIFA World Cup 2026.
He joins EMW following a highly successful chapter in Asia, where he served as a senior leader for Mailman and 160over90 (Endeavor). During his time in Singapore, he led a team of 30 across APAC markets, overseeing the delivery of major global projects including the International Olympic Committee’s (IOC) inaugural Olympic Esports Week 2023 and the World Aquatics Championships in 2025.
The appointment of Pattison will support EMW Global’s growing footprint, which has seen the agency strengthen its presence across Brazil, Europe and Asia as it continues to bridge the East and the West.
“We are delighted to welcome Joe to the EMW Global family,” EMW Global founder and CEO, Michael Rocha Keys said: “His experience across global markets, agency leadership, and his broad expertise across a range of activation services made him the perfect fit to lead our marketing and activation services functions. We look forward to the continued growth of this area of our business, especially ahead of a busy global sporting calendar and the FIFA 2026 World Cup in America, Canada and Mexico.”
Pattison, who is a University of Manchester graduate, returned back to the UK in 2025, and in the new role, will be responsible for helping to scale EMW Global’s activations arm, which includes experiential marketing, content production, social media strategy and PR & Communications.
Speaking on his appointment, Pattison said: “I am incredibly excited to join EMW Global during a period of rapid growth for the business. I look forward to leading and growing a team of hugely talented people across the globe as we continue to expand our marketing and activation service offerings for both new and existing partners from across the world of sport.”
Ahead of the FIFA World Cup 2026, the agency recently announced a partnership with football legend Petr Cech, adding to the growing list of talent which includes Michael Owen, Olivier Giroud, Javier Zanetti and Springbok rugby star, Sacha Feinberg Mngomezulu.
EMW Global, in partnership with SportBusiness, released an insights report on how brands can leverage marketing and partnership opportunities ahead of and during the showpiece event FIFA World Cup 2026 Report.
