Meet the Burson-Marsteller Sport team


Lars Haue-Pedersen, Managing Director

Lars leads the Burson-Marsteller Sport Unit. With over twenty years of experience in the international sports world, Lars has distinguished himself as a master strategist and specialist in sports management and international sports events bids. He has a proven track record of success with bidding teams, including Los Angeles’ bid for 2028 Olympic Games, Doha’s bid for the IAAF World Championships in 2019, and Poland and Ukraine’s UEFA EURO 2012 bid. Furthermore, he advises key sport leaders in achieving their goals, and those of their sport.

Lars is a graduate of Odense University (DK) and has an Executive Education at Harvard Business School. He is also a lecturer on sports events/bidding strategies at several universities across Europe.


Greg Curchod, Director

Greg is a director at Burson-Marsteller Sport, he is a specialist in international sporting events. He has proven himself by leading several bid committees to success. Among them, Lausanne for the IOC Winter Youth Olympic Games, Doha for the IAAF World Championships in 2019 and Poland and Ukraine for UEFA EURO 2012.

Greg holds a degree in International Hospitality (Lausanne, SUI) and executive training at Harvard Business School. He is also a lecturer on the organisation of sporting events in various academic institutions. He is fluent in French and English.


Tanya Heimlich-Ng Yuen, Director

Tanya is a Director of Burson-Marsteller Sport. In this role, she works with a broad range of international clients in developing and implementing international sports communications & PR campaigns and event bidding strategies. Tanya has led several bidding teams and individuals to success, including the LA 2028 Summer Olympic Games, China 2019 FIBA Basketball World Championships, the Pan-American Games in Lima 2019 and Denmark and Germany’s bid for the IHF World Men’s Handball Championship 2019.

Tanya has a Master in International Sports Management and a Diploma in Advocacy and International Relations from the Graduate Institute of Geneva.


Jørgen Hansen, Director

Jørgen is a Director at Burson-Marsteller Sport and works out of the Nordic offices in Copenhagen. He has extensive experience in the area of event appraisal, in particular cost and benefit analysis and evaluating the economic impact of events. As former CEO of the Danish Badminton Association, Jørgen has been responsible for strategy and business development at both national and international level. Formerly, he worked nine years as a Senior Consultant for the leading Nordic management consultancy Ramboll. At Ramboll Jørgen was responsible for consulting non-governmental agencies on a wide range of areas including strategic development of leading national sport organisations and feasibility study for attracting the Olympic Games to Denmark.

Jørgen Hansen holds a master in Economics and Business Administration from Copenhagen Business School.


Ronnie Hansen, Director

Ronnie is a Director at Burson-Marsteller Sport and works out of the Nordic offices in Copenhagen.

Ronnie is a specialist in the overlap between sport, culture and entertainment sectors and has helped cities bid for and host NBA-events, the world's leading esport events, international music festivals, and international movie productions. Ronnie has also represented cities in bids for Tour de France, the Triathlon World Championship (ITU), large football games and more.

Ronnie further assists federations and organizations with concept development and relationships with cities, regions and national entities. As such, he has helped some of the world’s largest esport organizations connect with host cities, assisted international film and music festivals in expanding the economic effect to society as well as a number of similar projects including data analysis, impact analysis and an increased value proposition to the public.

Ronnie holds a Bachelor in International Business and Politics from Copenhagen Business School and an M.A. in Global Entertainment Business from Berklee College.


Héloise Signe, Senior Consultant

As a senior consultant, Heloise works closely with several cities from around the world on event strategy development and evaluation; including the Dubai Sports Council (DSC), the city of Lausanne (Switzerland) and the city of Gothenburg (Sweden). She has also been involved in successful bid campaigns for major international events; including Lausanne 2020. Finally, Heloise advises sports organisations in the development of successful strategy for the growth of their sport; including the International Swimming Federation (FINA), World Archery (WA), the International Ski Federation (FIS) and the European Volleyball Confederation (CEV).

She holds a Bachelor of Business Administration from HEC Montréal, Canada and a Master of Science in Economics from the Faculty of Business and Economics at the University of Lausanne, Switzerland.


Rosmarijn Van Kleef, Senior Consultant

Rosmarijn is a Senior Consultant at Burson-Marsteller Sport and advises clients on a range of projects, including strategy development for international sports organisations, governance reviews, development and execution of bid campaigns and bidding process reviews.

Rosmarijn holds law degrees (LLM, PhD) from Leiden University (Netherlands) and the University of Neuchâtel (Switzerland), where she specialised in sports law. In addition, she is fluent in Dutch, English, French and German.


Alexander Bielefield, Manager

Alexander is a Manager at Burson-Marsteller. He is a strategic communications expert with more than seven years’ experience advising sports organisations including UEFA, the World Players Union, football clubs, streetfootballworld, FIBA, UCI, Istanbul 2020 and others. He is also leading the thought leadership publication ‘Planet Football’ in collaboration with the WPP Sports Practice. Alexander holds degrees from the College of Europe, the University of Brighton, and the Hebrew University of Jerusalem.


Cameron Angus, Project Manager

Cameron is a Project Manager at Burson-Marsteller Sport. He advises many international sports organisations on the design and development of their strategies. He also works actively with host cities and countries bidding for events and establishing themselves within the international sports world. In his role, he has worked closely alongside a number of sports organisations and cities, such as International Olympic Committee (IOC), International Ski Federation (FIS) and the City of Lausanne.

Cameron is a graduate of University of Durham, where he studied Politics, and has an International Master in Management, Law and Humanities of Sport (FIFA Master).


Maria Riah, Project Manager

Maria has a strong cross-cultural communication skills thanks to her international background, she speaks five different languages: French, Russian, English, Spanish and Arabic. As Project Manager at TSE Consulting, she supports various project and closely works with the City of Lausanne in giving strategic advice related to the development and implementation of strategy for the Olympic Capital, including development of communication material and platforms.

Maria holds a Master’s degree in Management and Corporate Strategy, she graduated from the Faculty of Business and Economics of Lausanne.


Gonzalo Lasarte, Project Manager

Gonzalo is a Project Manager for Burson-Marsteller Sport, and supports the work of all event bidding and sport communications projects. Prior to joining Burson-Marsteller Sport, Gonzalo developed strong expertise in project management and public relations at PwC, Crédit Mutuel and the Royal Bank of Scotland. He has a degree in Business Administration from the University of Financial Studies in Madrid, and a Master in Sports Administration from the International Academy of Sports Science and Technology (AISTS).


Andreas Sigl, Senior Advisor

Over the past 25 years, Andreas Sigl has worked as a global brand and marketing executive leading multi-national companies to grow brand value. He joined Burson-Marsteller in Switzerland first in the Geneva office and is now part of Burson-Marsteller Sport in Lausanne – along with this many projects, he has worked as a Strategic Advisor at the International Olympic Committee to keep the Olympic Games relevant for future youth audiences. This has included repositioning the Youth Olympic Games and strategic planning for the Olympic Games Department.

Andreas has extensive corporate marketing and communication experience with some of the world’s most valuable brands in various industry segments in North America, Europe and Asia. He holds an MBA from Thunderbird, The Graduate School of International Management. He is fluent in German and English and also speaks French and Japanese.


William Gaillard, Senior Advisor

William Gaillard is a senior advisor for sport at Burson-Marsteller. He spent over 15 years at UEFA as Director of Communication and Public Affairs and later became the Senior Advisor to the UEFA President all external communication activities. William started his career in the European Commission and spent four years as a spokesperson at the delegation in Washington DC. Before joining UEFA he continued his professional career as a spokesperson at the United Nations International Drug and Crime Programme as well as Director of Corporate Communication for the International Air Transport Association (IATA).


Mads Balling, Project Manager

Mads is Project Manager at Burson-Marsteller Sport in the Nordics and works out of the Copenhagen office. He advises rights holders, public entities and federations through data analysis, evaluation technics and benchmark analysis.

Mads holds a Bachelor and a Master in Political Science from Aarhus University.

Office Location

Address: Rue du Petit-Chêne 38, 1003, Lausanne Switzerland

Phone: +41 21 313 23 00

Email: info@b-m-sport.com

Follow Us:

Sign Up for Email Updates