On Wednesday, FIFA announced the appointment of its fourth separate chief marketing executive in less than four years.
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Former Juventus and United Arab Emirates League executive Romi Gaye will take over as chief business officer, football’s governing body said. FIFA said he is replacing Guy Kay Madati, who is resigning for personal reasons, but will remain in place until June during the transition period.
Madati, a former executive with Twitter and Facebook, will leave after less than a year in the role and a few months before the World Cup in Qatar, which brings FIFA more than $6 billion in commercial revenue.
“This personal decision to focus on my family is not something to be taken lightly,” Madati said in a statement to FIFA, “and I work with Romi to prepare him, our colleagues and the entire FIFA team for success.” Committed as we collectively move towards a very special FIFA World Cup in Qatar.”
Madati’s exit was announced a day after the launch of FIFA+, a new streaming service that includes live and World Cup collection games initially free to fans around the world.
Guy’s role will include shaping a business strategy for the 2026 World Cup in North America that should generate huge revenue for FIFA and set records for average game attendance.
The expanded 48-team tournament will give FIFA 80 games to market instead of the current 64, many of which will be played in state-of-the-art NFL stadiums. Host cities in the United States, Canada and Mexico are being chosen in the coming weeks.
FIFA currently has a few business partners for the 2026 tournament and there is a lot of room for innovation.
Long-running World Cup sponsors Adidas and Coca-Cola, as well as Chinese firm Wanda, have been signed up through the 2030 World Cup.
FIFA has now hired and let go of two commercial heads since the 2018 World Cup in Russia.
Former Champions League marketing head Simon Thomas was hired in 2019 and was replaced by Madati last year.
FIFA’s commercial operations for the 2018 tournament were managed by former UEFA executive Philippe Le Floc, whose decision to move to 2019 was announced for personal reasons.
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