Piing appoints Lorraine O’Brien to top marketing role

Lorraine O’Brien has joined the Piing team as Non-Executive Director, bringing with her an unrivalled level of experience in global commercial partnerships and marketing sports brands.

Lorraine has been a driving marketing force in the sports industry for more than 25 years. She will support Piing in sales and marketing to sports organisations and their partner brands.

CEO Gareth Langley said: “Lorraine comes with an enviable background in commercial partnerships and sports brand marketing and is in an ideal position to help us leverage the unique commercial opportunities we can provide for rights holders and brands.

“With Lorraine on board, we’ve got someone who can give us global reach, employing her experience in working with rights holders to commercially activate and drive value.”

Lorraine has held executive and board positions with major international brands including Chelsea Football Club & Chelsea Village PLC, where she was Global Group Commercial Director. In this role she managed the company's commercial activation of five-star hotels, leisure centres, the football club, player IP and travel business. She was also responsible for all commercial activities, brand marketing and sponsorship activation for global partners, securing and managing sponsorship for Emirates; Siemens; Sky; Umbro; Rothchilds; Samsung; Dunhill, Lucozade; Budweiser and Coca Cola.

Lorraine also advised the CEO of Everton Football Club on global commercial activation including taking Everton to China and securing Chang Beer as the longest-serving shirt sponsor in the Premier League. There are not many brands and sporting rights holders that Lorraine hasn’t worked with or supported during her lengthy career.

Lorraine added: “Piing is much more than entertaining games and fan engagement, its technology capabilities can provide sports clubs or their partners with valuable brand interactions, data collection, and endless opportunities for remarketing.

“The portfolio of products that Piing offers can drive additional commercial revenues for Rights holders and support innovative activations of their rights that will demonstrate true commercial value in partnerships. Piing can also deliver problem solving to rights holders, by encouraging fans to arrive at stadiums much earlier to engage in pre-event fun activities and increased dwell time.”

Piing makes games for crowds; mass-participation arcade games that can be played by entire stadiums of fans, as well as those watching at home. Our games are designed to be played by tens of thousands of people at any one time. To take part, players simply scan a QR code with their phones and they’re in the game.

Fan engagement generated by Piing can be monetised through sponsorship, activations to engage new customers and create richer relationships, offering better return on investment for partners, and a new, higher value sponsorship channel for rights holders, sponsors and partners.
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