FIFA Master Alumni - Where are they now? - Brooke Adriance
Brooke Adriance
Current Position: Independent Consultant
Year of graduation: 2007 (7th Edition)
Nationality: American/Swiss
What does your current role involve?
My career in sports began in 2002 with a short stint at a Minor League Baseball team, the Jacksonville Suns, followed by a move back home to Kansas City where I joined the Kansas City Chiefs’ marketing department. After four memorable years with the Chiefs, I joined the FIFA Master – an experience that fundamentally changed the trajectory of my career from a domestic to an international focus. I subsequently spent a year with Adidas working on UEFA EURO 2008 before joining FIFA’s marketing division.
At FIFA, I spent twelve years working with the organization’s top-tier partners across multiple FIFA events and World Cups, ultimately serving as Head of Partnerships and Promotions. In this role, I led the team responsible for all commercial partners and key projects, including the FIFA Fan Festival, the FIFA World Cup Trophy Tour and FIFA Sound. I later joined Infront Sports & Media as Director of Global Partnerships, where I led Dalian Wanda’s international sponsorship portfolio across properties including FIFA, FIBA and World Athletics, overseeing both strategic direction and global commercial execution.
Since 2024, I have been working independently as a consultant, focusing on commercial advisory including sponsorship strategy, rights development and commercial partnerships. I work across several agencies, brands and rights holders, helping them identify opportunities and maximise their investments. I also work closely with senior stakeholders to bring complex projects from concept through to execution.
Which aspects of the FIFA Master course have helped you most in your career?
The international and multicultural nature of the programme has had the greatest impact on my career as it quite simply changed its trajectory. Prior to the FIFA Master, I had only lived and worked in the USA, but since graduating my career has been entirely international. Each FIFA Master class is a microcosm of the global sports industry, and the experience of living, studying and working alongside such a diverse group of people was incredibly valuable. It provided a strong foundation for operating effectively in international environments and across cultures, which has been central to my career.
What advice would you give to future students?
Enjoy every moment of the experience, as it will pass very quickly! Every lecture, every interaction with fellow students and professors is a gift. At the same time, give some thought to how you are contributing to your class environment. It is an intense year with natural highs and lows, and how you show up each day can and will impact those around you.
FIFA Master - International Master in Management, Law and Humanities of Sport, ranked Europe's No.1 course a record 13 times by SportBusiness.
Organised by CIES in cooperation with De Montfort University (UK), SDA Bocconi School of Management (Italy) and the University of Neuchâtel (Switzerland).
"CIES, 30 years of impacting how sport is managed worldwide" & "FIFA Master, 25 years of Excellence in Sport Business Education"
