FIFA Master Alumni - Where are they now? - Aneeqah Dinaully
Aneeqah Dinaully
Current Position: Digital Transformation Manager - Swisscom Broadcast
Year of Graduation: 2012 (12th Edition)
Nationality: South African / Swiss
What does your current role invole?
I currently work in digital transformation, focusing on unlocking digital potential to make processes more efficient, simpler, and future-ready. This includes driving process automation, implementing digital tools and platforms, and leveraging data to enable better decision-making at Swisscom Broadcast.
By optimizing processes and ways of working through introducing automation and leveraging emerging technologies such as agentic AI, frees up resources for more strategic, value-added work. A core part of my role is building strong partnerships across stakeholder groups, ensuring close collaboration and clear alignment of goals to deliver lasting impact across initiatives.
My previous experience in sport includes roles at FIFA, FIVB, and the IOC. Most recently at FIFA, I was part of the Football Technology & Innovation team, where I helped implement cutting-edge technologies such as video assistant referees (VAR), semi-automated offside technology, goal-line technology (GLT), and the FIFA Player App, all designed to enhance the football experience. Additionally, I managed content creation, curation, and the blog for the FTI website, aiming to raise awareness, foster understanding, and drive acceptance of these new technologies among fans and stakeholders.
Which aspects of the FIFA Master course have helped you most in your career?
The FIFA Master provided invaluable exposure to the inner workings of the sport industry, offering a behind-the-scenes look at how it truly operates beyond what fans typically see. It opened doors to a vast, dynamic network of well-rounded professionals, who work both within and beyond the sports world, whose passion and drive, not just in their careers but also in their personal pursuits, continue to inspire and influence my own journey. This blend of industry insight and meaningful connections is unparalleled.
What advice would you give future students?
Embrace who you are - your roots, your journey, and the unique perspective only you can offer. Every team, every organization, thrives when it brings together people from diverse backgrounds, experiences, and walks of life. Don’t underestimate the value you bring to the table. Stay curious: learn from your peers, your network, even from unexpected roles or brief encounters, sometimes the biggest lessons come from the most unlikely places. Be open to growth, trust the process, and above all, be bold, be authentic, and never lose sight of who you are.
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"
