DRIVING INNOVATION AT SCALE BY CONNECTING COMMERCIAL GROWTH, GOVERNANCE & PURPOSE.
DRIVING INNOVATION AT SCALE BY CONNECTING COMMERCIAL GROWTH, GOVERNANCE & PURPOSE.
Mayi is a global sports executive with a track record of leading high-value commercial partnerships, building global platforms and developing international sport ecosystems.
From Cuba to Switzerland, sport opened a pathway across cultures and international arenas. Mayrilian (Mayi) Cruz Blanco has built on that foundation through a career spanning the Olympic Movement, international football and global business.
Her work sits at the intersection of commercial performance, institutional diplomacy and sustainable impact. She combines strategic ambition with sound governance and a deeply human approach to leadership and change.
The experience behind a global journey:
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Led partnership strategy and cycle transition for the UEFA Europa League and UEFA Conference League at TEAM Marketing, integrating digital innovation, athlete- and creator-led storytelling, live experiences and ESG priorities.
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Designed, launched and commercialised The Adecco Group’s global sports practice, operating across 32 markets and connecting sports properties, corporate partners and human-capital solutions.
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Led FIFA’s women’s football development from an emerging initiative into a global platform reaching more than 200 member associations, with dedicated investment increasing from USD 0.5 million to more than USD 22 million.
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Holds board and trustee roles spanning human rights, social impact and purpose-driven organisations, bringing executive experience from international sport and global business.
IMPACT
Navigating Complexity. Building At Scale.
Mayi turns ambitious ideas into programmes, partnerships and structures designed to perform, scale and endure. Her work aligns diverse stakeholders around a clear direction and translates strategy into delivery.
EXPERTISE
A holistic view of the business of sport.
What becomes possible when sport is viewed as a connected system rather than a collection of events, rights and audiences? Mayi’s insights reveal how its layers create value, while her framework provides a practical path from sensing change to scaling what works.
ENGAGEMENT
Moving the conversation forward.
Mayi explores the forces reshaping sport, from evolving business and leadership models to women’s sport and human capital development. As an experienced international speaker, she brings perspectives together, builds common ground and moves ideas towards action.
