Graduating from the FIFA Master in 2004, Hicham joined the Asian Football Confederation in Malaysia dealing with marketing and sponsorship matters for over 4 years. He then became the General Secretary of the Confederation of African Football from 2010 to 2017, in charge of the administration, management of CAF’s commercial obligations, while overseeing all CAF competitions.
Hicham was designated Match Commissioner of the 2014 FIFA World Cup final in Brazil, and in 2015 was awarded by world experts as the U40 Sports Leader of the Year in London after organizing the Africa Cup of Nations 2015 in only 45 days.
In 2017 he became the CEO of the Morocco Bid to host the FIFA World Cup 2026, in charge of the overall conduct of the Bid, conducting the strategic and communication campaign. Managing director of HEA Sports, he works with world class experts to deliver solutions in Sports and Event management, Communication and Sports Advocacy.
