AISHA NAZIA

“Don’t let where you start limit how far you go, and don’t underestimate the power of core skills in shaping the sport industry.”

Meet Aisha Nazia, a global sports management and marketing professional with a background in engineering and experience across events like FIFA Tournaments, NBA Games, Formula 1, GT World Challenge, WRC, Street Child World Cups, Indian Super League, and the Dakar Rally. She specialises in brand storytelling, IP management, and event delivery across marketing, media, broadcast, and social impact—using sport as a platform to drive meaningful change and representation.

“My mother, a single parent, has been my quiet but unwavering force. Growing up in a minority household with its share of dysfunction taught me early on how to navigate uncertainty with resilience. Watching her hold everything together while never letting go of hope instilled in me the strength to motivate myself even when the path was unclear. The unwavering belief of my mother, friends, and everyone back home gave me the courage to pursue a global career in sport to take risks and hold my ground in rooms where people like me are still too rare."

“My journey began in event operations, managing volunteers and workforce coordination for the FIFA U-17 World Cup in India. That experience revealed the powerful role of sport as a unifying force and set me on a path that has taken me across global platforms like Formula 1, NBA Games, FIFA tournaments, ISL, WRC, and the Dakar Rally—shaping narratives and strategies behind the scenes.

Each role deepened my belief that purpose-driven sport can shift culture and amplify unheard voices.

From engineering projects to stadiums and fan zones, I found my calling at the intersection of strategy and storytelling—bringing people together through meaningful sports experiences.”

THE STREET CHILD WORLD CUP 2022

“At the Street Child World Cup in 2022, I watched young girls from conflict-affected regions step onto a global stage not just to play, but to claim space and speak up for their rights.

One girl told me, ‘It’s the first time I’m seeing someone who looks like me, brown, from a minority background, and not from traditional privilege leading and driving change for us. It gives me a hope that’s strong, because for years, it’s always been people from traditionally empowered communities on the other side as givers and doers, and we were just receivers.

I witnessed teams from all over the world come together not only to play, but to use sport as a platform for advocacy and unity. Each athlete brought their culture, language, and perspective into the conversation and it led to powerful, youth-led policy dialogue that felt truly global. That event reminded me that diversity is not just representation, it’s innovation, empathy, and a future-forward way of leading in sport.”

STORYTELLING IN SPORT

“Storytelling is a powerful tool to reflect the true heart of sport, its people. When we share stories that come from different cultures, identities, and lived experiences, we enrich the way fans connect with the game. By championing diverse voices behind the scenes and elevating underrepresented narratives on screen, we can inspire future generations and show that sport belongs to everyone. More authentic storytelling helps sport mirror the world it serves.”

DIVERSITY & INCLUSION IN SPORT

“While the sports industry has made strides, there’s still incredible opportunity to expand who gets to lead, decide, and shape its future. By embracing inclusive hiring, building pathways for non-traditional talent, and nurturing cultural intelligence across organizations, we can create systems that reflect the global richness of sport. It’s not just about breaking barriers, it’s about building better, more creative, and more resilient teams. Diversity isn't a challenge to overcome; it's a strength to unlock.

Diversity is not just a nice-to-have, it’s fundamental. If the people managing sport don’t reflect the billions who watch, play, and love it, how can we truly serve them? It’s an irony I’ve seen up close, and one I’m committed to changing. My story, born in Asia, shaped by Europe, and now building in the Middle East, is about blending global cultures and perspectives to create a more inclusive and representative future for sport. I hope to leave behind a trail that others feel confident not just walking, but reshaping.”

AISHA’S JOURNEY

“I want my journey to show that it’s possible to come from a non-traditional background and lead on the global stage in sport. Starting in core engineering taught me the value of building systems, sustainable, resilient, and well-thought through, which translates directly into creating lasting impact in the world of sport.

My message is simple: don’t let where you start limit how far you go, and don’t underestimate the power of core skills in shaping the sport industry.”

“Own your perspective, it’s your superpower. The industry is evolving, and your voice brings value whether it’s in a boardroom, a broadcast truck, or backstage. Stay open to learning, build meaningful networks, and be fearless about rewriting what leadership looks like. But above all, lead with purpose. Sport has always been more than entertainment, it’s a force for social change, inclusion, and empowerment. Let that purpose guide you, because that’s the true legacy sport is meant to leave behind.”

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JESSICA STOMMEL