“SPORT HAS THE POWER TO CHANGE THE WORLD”

Mayi was born in Pinar del Río, Cuba, the westernmost province of the island. Her connection to sport began with athletics and later archery, which she practised competitively from the age of twelve throughout university.

Sport was more than a discipline. It offered the freedom to imagine a life beyond her immediate environment. Watching the Olympic Games and World Cups with her father sparked a lasting fascination with how sport connects countries, cultures and people.

Mayi studied Sport Sciences, graduating with distinction before becoming a lecturer and tutor at the University of Sport Sciences in Pinar del Río. Teaching shaped her understanding of leadership: the ability to set direction, develop others and create the conditions for people to realise their potential.

In 2004, scholarships from FIFA and IOC Olympic Solidarity enabled her to attend the FIFA/CIES International Master in Europe as the first and only Cuban graduate. The experience changed the direction of her life: from studying sport as a system to helping shape it. Switzerland later became her home and a second nationality, broadening her perspective and view of the world.

Working across different cultures and able to speak multiple languages, including Spanish, English, German, French and Italian, Mayi brings a diplomatic, cross-cultural approach to leadership. She builds trust, bridges perspectives and moves diverse stakeholders towards common ground.

Mayi entered FIFA and the world of women’s football when it was still fighting for recognition, investment and a meaningful place within the institution. Over the following decade, she helped transform a limited portfolio into a global growth platform reaching more than 200 member associations, with investment rising from USD 500,000 to USD 22 million.

She was the force behind the Live Your Goals movement and FIFA’s first leadership programme for women in football—opening pathways for girls and women to participate, coach, lead and influence the game. This became a hallmark of her leadership: recognising potential early, setting an ambitious direction and bringing together the people, investment and partnerships needed to achieve it.

At The Adecco Group, Mayi extended this capability into global business, partnership management and human capital in sport. As Managing Director of its Sports Practice and Global Head of Athlete Partnership Programmes, she built an international sports business and led partnerships with the IOC, IPC, Red Bull and ATP.

Across 32 markets, she brought together governing bodies, corporate partners and local teams to support athletes during and beyond competition. She translated the ambitions of global partners into programmes that created value for athletes, organisations and the business.

At TEAM Marketing, Mayi moved into the commercial heart of European men’s club football. She led the partnership portfolio for the UEFA Europa League and UEFA Conference League, aligning UEFA, international brands and specialist teams around the long-term value of the competitions.

Across these chapters, Mayi has built new platforms, led international teams and partnerships, and advanced ideas whose potential was not yet fully recognised. Her leadership combines bold ambition with the ability to unite people and turn strategy into results.

Sport is facing a defining moment. Commercial growth, technological change and rising public expectations are challenging organisations to lead, govern and create value differently. Progress cannot be measured only by revenue, reach or results; it must also strengthen trust, opportunity and the people on whom sport depends.

Mayi brings 20 years of experience leading through this complexity. She understands sport from the athlete and the community to global institutions, commercial partners and the boardroom. She knows how to build alliances, lead through competing interests and connect commercial ambition with responsible governance and human progress.

A mother and lifelong athlete, Mayi loves skiing, downhill biking and kitesurfing. Sport remains central to how she lives and leads, with curiosity, resilience and the courage to keep moving towards the next challenge.