FIFA Master Alumni - Where are they now? - Diana Akinyi Yonah
Diana Akinyi Yonah
Current Position: Founder & CEO at 4246 Sports Consultancy Ltd, a women-led sports consultancy in Kenya and CAF Assistant General Coordinator.
Year of graduation: 2021 (21st Edition)
Nationality: Kenyan
What does your current role involve?
My career has taken me across football administration, club licensing, media, marketing, major sporting events and consultancy, and every step has shaped the professional I am today.
Before joining the FIFA Master, I had already spent several years working in football in Kenya. I started as a Club Licensing Manager and Media Liaison Officer at Tusker FC, where I learned the essentials of football administration, governance, professional club management and stakeholder relations. These roles gave me the foundation to understand how clubs operate and how essential proper structures are in the growth of football. My career later took me to the continental level as a CCAF Club licensing expert and CAF Assistant General Coordinator, where I gained practical experience in organising and delivering football competitions across Africa. Those opportunities showed me the scale, complexity and excitement of managing major sporting events, and they inspired me to keep growing in the industry.
After graduating, I had the incredible opportunity to work with FIFA in the Marketing department, and later to contribute to global tournaments, including the FIFA World Cup Qatar 2022, and the FIFA Women’s World Cup. At the World Cup, I was involved in branding, stadium fan experience operations, Fan Festival and the trophy tour, which deepened my understanding of the role of fans, stakeholders and commercial partners in delivering successful sporting events. These experiences reinforced the importance of connecting strategy to practical impact.
Today, at 4246 Sports Consultancy Ltd., I focus on supporting athletes, clubs, leagues and sports organisations in becoming more professional, visible and sustainable. We provide services in sports management, athlete branding, strategic advisory, marketing, legal and compliance support, capacity building and sports technology. I am particularly passionate about creating opportunities for women in sport and helping to strengthen the sporting ecosystems in Africa.
Which aspects of the FIFA Master course have helped you most in your career?
The FIFA Master was a transformative experience. It broadened how I see the sports industry and taught me to approach challenges from multiple perspectives. The programme’s multidisciplinary structure – combining management, law and the humanities of sport – has been crucial in my work, where commercial, legal, governance and human considerations often intersect. The international environment was also invaluable. Being surrounded by classmates from different countries, cultures and professional backgrounds taught me how to navigate diverse perspectives and fostered a global network that continues to be an asset in my career.
What advice would you give to future students?
My advice to future students is to embrace the entire experience. Be curious, learn from your classmates and don’t limit yourself to what seems relevant for your immediate career. The sports industry is constantly evolving, and the most fulfilling opportunities are often the ones you create for yourself and others. The FIFA Master is not just a qualification – it is a global community and a launchpad for new possibilities in sport.
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FIFA Master - International Master in Management, Law and Humanities of Sport, ranked Europe's No.1 course a record 14 times by SportBusiness and No.2 in the world.
Organised by CIES in cooperation with De Montfort University (UK), SDA Bocconi School of Management (Italy) and the University of Neuchâtel (Switzerland).
