Colin Jackson: Marketing and football, surely that's a difficult job?

Hampus Löfkvist: It depends. For Champions League not so much, as sponsors tend to come to us, but when you're trying to sell the women's Under 17 or competitions like that it's slightly more challenging.

CJ: What makes it so challenging?

HL: It's a game, but it's big money as well, so you've got to show these sponsors and licences what they're getting out of it and why to invest in it.

For the big competitions we have the big stars and the big teams and everyone watches across the world. It's slightly different if you have a small youth tournament. For example, for the women's Under 17, it's slightly harder to get Sony to come along and donate a big sum, so you look for local sponsors.

CJ: How did you get into marketing?

HL: It was football I especially wanted to do, because I have played football all my life and I am a big fan, so I know what it's like being in the stands, following your team and how passionate you can get about your club and your players. To have a chance to work with it was brilliant, so that's why I applied to UEFA.

CJ: As a fan of football, does that make marketing easier because you have an understanding of what fans would want?

HL: I think that applies to a lot of positions here at UEFA. You don't necessarily have to be the biggest fan in the world to do your job well, but I think it's great if you do have an interest in what we deliver, which is, at the end of the day, a great football game.

CJ: How did you get this role at UEFA?

HL: I finished my studies in the states and decided to move back to Europe. I decided to start looking for a job in sports as there's quite a lot in Switzerland with both FIFA, UEFA here and the IOC (International Olympic Committee) a couple of miles away.

I looked on UEFA's website, found the job and just sent in an application. I was actually in Sweden when they called to ask if I could come in for an interview, so I had to fly back, I went for a few interviews, and luckily it all worked out.

If you understand it from a fan's point of view, from a business point of view and from a player's point of view, then it all kind of comes together.

CJ: We're in the French speaking part of Switzerland, but your accent doesn't sound very French...

HL: I studied in the states and the American accent kind of stuck so people don't quite believe I was Swedish. I actually speak Swedish, English and French.

CJ: When selling to a brand new sponsor, what do you do to prepare for that presentation?

HL: We tailor our presentations to the type of sponsor that it is. If it's an electronics sponsor or a car sponsor or a beer sponsor, you try to sell them on how great the competition is, how many fans they can reach by being associated to our brand and the players that we have in the competition.

CJ: Are you happy to stay in marketing or are there other departments that you would like to try?

HL: I actually like marketing because I feel we're a very dynamic department. We're one of the departments that brings in the revenue that funds the organisation, so there's always a lot going on and we have a close connection to football which I like.

There are other things that you get involved in within the company without actually switching departments. For example, I'm doing a venue director role this season for Panathinaikos in the Europa League, so I get to be really close to football as well. Even though that's completely separate from my normal job, you can do both things if you're interested.

CJ: You've also had the opportunity to be part of the venue team, what does a venue manager do?

HL: We're the liaison between the home club, the agency and the visiting clubs and we make sure that everything on site is ok.

You have to make sure that everything runs according to schedule, from press conferences to the official training to the interviews post match, make sure the right kits are worn, that the logos aren't the wrong ones and that they're playing with the official ball, a whole lot!

CJ: You're also the guy who tells the referee when it's time to blow the whistle?

HL: Exactly. That's the most important part almost, to make sure it's all on time. There's a really tight countdown to kick off and everything is run to the minute, almost the second.

It all runs in accordance with TV times and TV stations book a certain time slot to have the game in. You have to make sure the match kicks off on time and that the 5 minutes leading up to it, when the players walk onto the field, shake hands, take their pictures and they do the coin toss, when the centre circle is removed all happens pretty much exactly on time.

CJ: Is that the most stressful part of your day?

HL: Normally yes, because you never really know what is going to happen. You can check things as many times as you like, do all the preparation and timing, but you never really know if it's going to work out. Sometimes things go wrong, but it's your job to sort it out. It's fun to be the one there doing it.

CJ: Is there a special match, one that sticks in your mind that you were able to see because you work here at UEFA?

HL: I think the Champions League match. I took my dad because he used to take me to games when I was little and now it was time to pay him back.