FIFA Master Alumni - Where are they now? - Aisha Nazia
Aisha Nazia
Current Position: Head of Brand Marketing & Communications and Senior Manager at Saudi Motorsport
Year of Graduation: 2022 (22nd Edition)
Nationality: Indian
What does your current role involve?
My career in sport has evolved across football and motorsport, spanning commercial sport marketing, major international event delivery, and strategic communications, while consistently engaging with non-profit and social impact initiatives alongside my professional roles.
I began my journey in India, working with football clubs and leagues such as Kerala Blasters FC and the Indian Super League, before moving into global sport where I have worked across Formula 1, the World Rally Championship, Dakar Rally, GT World Challenge, NBA Games, FIFA tournaments and grassroots football initiatives.
In parallel, I have remained actively involved in purpose-driven projects including the Street Child World Cups, the World Freestyle Football Association, Football For Future and Safe Sport International, reinforcing my belief that sport can and should be a force for positive social change. Together, these experiences have allowed me to develop hands-on expertise across event operations, fan engagement, brand strategy and large-scale international campaigns, while working with diverse stakeholders across cultures and continents.
Today at Saudi Motorsport, I lead the marketing and communications strategy across the Kingdom’s international motorsport portfolio. My role involves shaping long-term brand narratives, delivering integrated campaigns for global championships, managing sponsorship activations, overseeing media and content strategy, and aligning motorsport storytelling with Saudi Arabia’s Vision 2030 objectives. A core part of my work is translating high-performance sport into meaningful cultural, economic and social value ensuring that what happens on the track resonates with fans, partners and communities far beyond the event itself, while remaining anchored in the broader responsibility sport holds towards society.
Which aspects of the FIFA Master course have helped you most in your career?
The programme reshaped my understanding of sport by providing an interdisciplinary lens through management, law and the humanities. It enabled me to see sport not merely beyond competition and commerce, but as a social, cultural and political system closely intertwined with human behaviour and quality of life.
In particular, the humanities of sport and sports law modules were two of my biggest takeaways from the FIFA Master. They sharpened my ability to interpret sport beyond performance and commercial outcomes, and to understand the governance, ethical and societal structures that shape how sport operates globally. This perspective has been invaluable throughout my career, especially when working across different countries, institutions and sporting codes.
Equally important was the diversity of the programme, learning alongside classmates from different cultures, professional backgrounds and sporting ecosystems strengthened my cultural intelligence, communication skills and ability to navigate complex stakeholder environments.
This combined with my engineering background equipped me with a rare blend of analytical rigour and human-centred thinking allowing me to bring ambitious projects to life with both precision and purpose, and to approach challenges from deeper, more holistic perspectives that position my work in a distinctive and valuable way within the sports industry.
What advice would you give to future students?
Approach the FIFA Master with openness rather than a fixed career plan. You don’t need to have everything mapped out. What matters far more is curiosity, humility and a willingness to learn from people whose experiences and perspectives differ from your own. Some of the most valuable lessons will come not only from lectures, but from conversations, debates, group work and moments of ‘discomfort’ that challenge how you think and see the world.
Sport is ultimately a relationship-driven industry built on trust. Focus on how you show up, be generous with your time, give credit where it’s due, and act with integrity even when no one is watching. The reputation you build during the year, as someone reliable, thoughtful and grounded, will stay with you long after graduation. Finally, don’t rush the process. The sports industry is broad and constantly evolving, and the FIFA Master year offers a rare space to explore, reflect and grow, both professionally and personally.
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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).
"CIES, 30 years of impacting how sport is managed worldwide" & "FIFA Master, 25 years of Excellence in Sport Business Education"
