Daniele Penna is responsible for the Strategic Sponsorships activities at UniCredit, including the UEFA Champions League and UEFA Europa League. As a senior brand and marketing manager, his responsibilities range from identifying company's global strategic objectives and securing the ideal rights package to determine a significant impact on Brand Equity and revenues on a pan European scale, down to defining an actionable activation plan, bringing it to life by overseeing global and local campaigns' executions and measuring the selected global marketing platforms' performances. He joined UniCredit in 2007 as a member of the Brand and Change Management unit. He began his career at the European financial giant successfully managing the rebranding activities of Capitalia Banking Group, following its merge with UniCredit that year, after which he was involved in the definition and launch of the strategic sponsorships project of the Group, which serve as the sole Group marketing and communication platform aiming to support the UniCredit’s global business goals.