FIFA MASTER ALUMNI - WHERE ARE THEY NOW? - ALEX AUVRAY
Alex Auvray
Current Position: Global Gaming Partnership Graduate at Red Bull. Salzburg, Austria
Year of Graduation: 2023 (23rd edition)
Nationality: French, Brazilian and Italian
What does your current role involve?
At Red Bull, I lead on gaming marketing campaigns, acting as the main connector between Red Bull and our Partners such as departments like Brand, Legal, Events or Athletes. My role focuses on creating meaningful collaborations with game publishers, designing and delivering marketing strategies, and making sure our brand is integrated in ways that feel authentic to players.
I lead projects from concept to execution, whether it’s co-branded content, global campaigns, or large-scale event activations like League of Legends Worlds. I also helped bring a full in-game integration to life with a gaming podcast featuring F1 driver Yuki Tsunoda, blending storytelling, esports, and racing culture in a fresh way. Another highlight was our 360 activation for Arcane Season 2, which combined consumer activations, gaming assets, and a co-branded can trailer to create a fully immersive brand experience. This experience has helped me grow as a strategic thinker and team player, while sharpening my skills to execute high-impact activations and build global and regional strategic partnerships.
How has the FIFA Master helped you in your career?
The FIFA Master helped me build a clear and thoughtful strategy to approach the sports industry. The academic side gave me the tools to understand how the sector works, but what really made the difference was the network. Being able to connect with industry insiders and professionals who are already well-established opened a lot of doors and gave me unique insights that I still use today. On top of that, the class itself was incredibly supportive - learning and growing alongside such a close-knit group made the experience even more valuable, both personally and professionally.
What advice would you give to future students?
Take every opportunity to exchange with the people around you - guest speakers, alumni, professors, and especially your classmates. You’ll be surrounded by passionate people with amazing stories, diverse perspectives, and valuable experiences. These connections can become truly meaningful for both your personal and professional development. Be open, curious and proactive in building those relationships.
At the same time, don’t forget to enjoy the experience. The year goes by incredibly fast, and you’ll have the chance to live in three different countries. Therefore, good time management is essential, balancing study, networking and exploration will help you get the most out of what really is a once-in-a-lifetime experience.
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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).
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