Lars Stegelmann is Executive Vice President Commercial at Nielsen Sports & Entertainment and has been responsible for all commercial activities of Nielsen Sports (DACH, Northern, Central and Eastern Europe incl. Russia, Turkey and Portugal) since 2015. Before joining Nielsen Sports, he built up and managed the commercial program of the FIFA Football World Cup in South Africa in 2010 and developed the commercial concept for the new Formula E series of the FIA. With more than 10 years experience as a sales, marketing, and communication expert with a focus on sports and entertainment, Lars has extensive knowledge and understanding of brands, rights holders, federations, media companies, and agencies.