Yoeri has more than 20 years of experience in the international field of marketing, finance, business development and strategy. Through his career at ING Group he worked in investment banking, financial markets and marketing in Europe, Asia and North America. Yoeri worked on ING’s first global marketing & sponsorship program and also managed ING’s entry into Formula One, which became the platform to drive ING’s global brand and business out of ING’s headquarters in Amsterdam. SportPro magazine noted that ING’s entry into the world of F1, which Yoeri architected, might have been the largest and most successful sponsorship in history. Yoeri holds a Masters in Commerce & Finance from the University of Brussels.
Understanding the power of communication, branding and sponsorships and wanting to leverage on the global network he had built during his career, Yoeri started up his own sponsorship consulting company, prior to joining Nielsen in 2013. Yoeri joined Nielsen in 2013 to head up Nielsen Sports Canada. Its sports practice is the global leader in sports measurement, evaluation and intelligence that works with rights holders, brands, agencies, broadcasters and digital media companies to maximize sponsorship effectiveness. Since that time, the company has become a trusted partner to Canada’s top sports leagues, teams, sponsor brands and community organizations.
In May of 2017 Yoeri left Nielsen to continue with his sports & entertainment consulting practice and provide consulting services to brands, rights holders and agencies.