Back to full agenda Tue May 19 / 11:30 AM - 11:50 AM CEST

From the Pitch to Global Impact: The Power of Staying Strong

BVB is a global love brand built on unity, resilience, and long-term vision, evolving football into a global business powerhouse. As BVB’s long-standing Champion Partner and cybersecurity provider, ESET welcomes BVB CEO Carsten Cramer on stage to explore how strong communities and enduring partnerships transform passion into sustainable growth. The conversation highlights resilience as a business strategy, driven by collaboration, international expansion, and business networks that enable modern enterprises to scale. Looking ahead, the discussion turns to innovation and AI, from BVB’s data-driven approach to player performance and health development to ESET’s AI-powered, prevention-first cybersecurity, built on more than 30 years of expertise.

Carsten Cramer Bio
Carsten Cramer, born on 23 December 1968 in Münster, Westphalia, initially studied law. He became Head of Marketing and eventually Managing Director at Preußen Münster football club before moving to the sports rights marketing company Ufa (later Sportfive). There, he first served as team leader for Hamburger SV and later held the same role at BVB.
At Sportfive, Cramer rose to the position of Vice President of Marketing & Sales and returned to BVB on 1 October 2010 as a director responsible for sales, marketing, and business development, with power of attorney. Since spring 2018, Cramer has been Managing Director of Borussia Dortmund GmbH & Co. KGaA, overseeing sales and marketing, internationalization, and digitalization.
Together with his fellow Managing Director, Thomas Treß, Cramer oversees the corporate responsibility department. Cramer and Treß are also joint Managing Directors of the BVB “leuchte auf” foundation.
In addition, Cramer is a Supervisory Board member of Bundesliga International GmbH, founded in 2017 with the goal of inspiring, connecting with, and engaging fans and partners worldwide in the Bundesliga.
Carsten Cramer was appointed Spokesman for the Management by the Presidential Committee in November 2025.

Pavol Holeczy Bio
Pavol Holéczy is Vice-president of the EMEA Region at ESET, where he leads regional operations across multiple markets, overseeing national offices and an extensive partner ecosystem. With more than 20 years of experience in international business and the IT sector, he has a strong track record of driving growth, executing global strategies at a regional level, and building high-performing teams.
He is recognized for his cross-functional leadership approach, with expertise spanning sales, marketing, operations, and strategic partnerships. Throughout his career, he has played a key role in expanding market presence, strengthening partner networks, and developing impactful brand collaborations.
In parallel, Pavol is increasingly active in sports management, combining his business leadership experience with a long-standing background in athletics and football.

Rebecca Kiely Bio
Becky Kiely is director of Global PR & Communications at ESET, leading public relations, social media and content. She has overseen ESET's rise to be one of the most quoted security vendors in the media and most visible across social media platforms. She would like to claim credit for WeLiveSecurity and ESET Blog, but they were thriving long before she joined ESET in 2020. Previously, Becky led F-Secure's global PR expansion which was the latest stop on a career in security communications which has lasted over 20 years.


Fireside Chat
32. Rebecca Kiely - Director of Global PR and Communication, ESET
Rebecca Kiely Director of Global PR and Communication, ESET
04. Carsten Cramer - Chief Executive Officer, BVB
Carsten Cramer Chief Executive Officer, BVB
09. Pavol Holeczy - Vice President of EMEA Sales, ESET
Pavol Holeczy Vice President of EMEA Sales, ESET
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