Meet the Women of the 25th Edition of the FIFA Master
The Power of Seven - Meet the Women of the 25th Edition of the FIFA Master
This International Women’s Day, we spotlight the seven remarkable women from this year’s FIFA Master cohort: Geneva “Geny” Decker (American), Gina Franco (American/Colombian), Lace Hallendorff (South African), Daniela “Dani” Huaman (Peruvian/Spanish/British), Risa Kabasawa (Japanese), Antonia “Tona” Lindemann (German), and Blandina Mdebwe (Malawian).
They come from different backgrounds, cultures, and experiences, yet share a common passion: reshaping the future of sports. In their own words, they share their journeys, challenges, and hopes for women in the sports industry.
How has the FIFA Master helped shape your perspective on the role of women in the sports industry?
GD: The FIFA Master has given me a front-row seat to the rapid evolution of women’s sports, reinforcing just how transformative the next few years will be. Anyone paying attention knows that women’s sports are set to break records and reshape the industry, but this program has provided me with direct exposure to these changes happening in real time, connecting me with mentors, industry leaders, and alumni actively driving change in women’s football—connections I simply wouldn’t have otherwise. On top of that, I see the immense value of women not just participating in sports but leading, innovating, and redefining the landscape.
DH: This course has given me the chance to meet incredible women who are leading change and showcasing the strength of women's sport not only as a movement but as a business case. Women’s sports shouldn’t just be supported because it’s the right thing to do or due to public pressure – they should be embraced because they have genuine potential as viable, profitable products. The industry is sitting on immense potential, and the next few years will be vital in shaping and growing the women's sport proposition in a meaningful and sustainable way. I feel both privileged and grateful to be entering the sector at such a critical time and for the opportunity to contribute to creating meaningful social impact through sport.
TL: Through the FIFA Master, I’ve gained deeper insights into the professional sports world, including the evolving role of women in the industry. I’ve come to see how various sports leaders, especially those in football, are starting to recognize the value of investing in women’s sports, but there’s still a long way to go in terms of equal opportunities and representation. Learning from industry professionals and real-world case studies has made me more aware of the progress being made, but also of the challenges that still exist. It has reinforced the importance of advocating for change and supporting the continued growth of women’s sports.
BM: Having worked in women’s football in Malawi, I have seen firsthand the challenges women face in the industry. While these challenges may vary in context, at their core, they share common themes: limited opportunities, lack of representation, and systemic barriers. The FIFA Master has broadened my perspective, showing me that women are not only needed in the sports industry but that we can thrive, drive change, and make a lasting impact. The program has reinforced my belief that success is not limited by gender but by opportunity, and it has given me the confidence and network to be part of that change.
What has been the most eye-opening or transformative experience for you in the program so far?
RK: My classmates significantly broadened my understanding of the sports industry, especially in the growing field of women's sports. Their diverse experiences and willingness to share insights challenged my assumptions and inspired me to improve the situation and understanding of women’s sports in my country.
What is your ultimate goal or dream in the sports industry?
GF: My ultimate dream would be for equal access to sports across the world. Not only for men and women, but poor and rich, privileged and underprivileged. I come from a country where sports are the core to uniting the country. However, access to playing is not equal in the slightest. I can only imagine how successful Colombia would be in creating legendary players if only they invested in equal opportunity within sports.
What are your reflections on women in the sports industry?
LH: The growth of women’s sport in recent years is incredible, but it’s still nowhere near where it should be. The fight for investment, visibility, and leadership opportunities is ongoing. What’s frustrating is that we constantly have to justify the value of women’s sport when the demand and potential are obvious. But what gives me hope is seeing athletes, leaders, and communities refusing to settle for less. And honestly, watching the rise of women’s cycling, basketball, football, cricket, rugby, etc., has been amazing. The level of competition, the depth of talent, and the growing fan engagement are proof of how far we've come.
What is one piece of advice you would give to young women who aspire to work in sports?
GD: Challenge both your assumptions about the industry and any self-doubt you may have. If you believe you belong, trust that you do — just as you would in any other field. Your passion, skills, and perspective are valuable assets.
GF: If you want it, if you really truly want to be part of this industry as a player, CEO, CFO, COO, agent, lawyer…Be prepared because it’s hard. But don’t give up. Don’t let the outside world influence what you believe, what you know, and what you have done. Because if we want change, we can be part of that change, but we also need to be willing to fight. And at the end of the day, it is all worth it.
LH: You belong here. Don’t wait for permission, don’t shrink yourself, and don’t let anyone tell you that you’re lucky to be here. Take up space, speak up, and support other women along the way. The industry is changing, but it won’t change fast enough unless we keep pushing.
DH: If you feel passionate about working in sports, take the leap – your voice is important, and it is needed. And reach out to people, learn from their experiences, ask questions. I was genuinely surprised by how many people in the industry were willing to take 30 minutes for a virtual coffee and share their stories with me. Don’t be afraid to ask for help or to make connections – there is so much value in building a strong, supportive network.
RK: Keep trying! Many women have succeeded already in sports. Reach out to people who inspire you, and they will give you great advice for success in this industry.
TL: Simply: go for it! There will be challenges and obstacles, and being underrepresented can feel discouraging, but that should never stop you from pursuing what you’re passionate about. With the right mindset, you’ll find your place—and this advice isn’t just for young women, but for anyone, because it’s never too late to enter the sports industry and make an impact. Surround yourself with people who support you, seek out mentors, and don’t be afraid to take up space in a male-dominated field. The industry needs more strong, driven women who push for change, and every step forward helps pave the way for others.
BM: You are more than capable. Define your goals clearly and have the courage to pursue them relentlessly. Believe in yourself, and don’t be afraid to take up space in the sports industry.
By Geneva Decker
FIFA Master 25th edition student
FIFA Master - International Master in Management, Law and Humanities of Sport, ranked Europe's No.1 course a record 12 times by SportBusiness.
Organised by CIES in partnership with De Montfort University (UK), SDA Bocconi School of Management (Italy) and the University of Neuchâtel (Switzerland).
