Meet the leaders joining WFS Monterrey 2025

Mexican-born sports marketing strategist in Berlin. 25+ years connecting fans, brands, and football via digital innovation & strategy. Led “Mi Selección MX” digital growth (2014/2018 World Cups). At [current company in Germany] & Spiel Consulting, helping clubs/leagues engage fans, activate sponsors, and grow with data & creativity. Collaborated with Adidas, Coca-Cola, Movistar, Visa, FC Bayern. Leaders Under 40 nominee (Digital & Tech).

Ana Arizabaleta is the founder of Catalizar, a consultancy strengthening football for social transformation in Latin America. With over 20 years of experience, she leads initiatives like SOMOS Equidad, promoting gender equity in football across 10 countries. Her work empowers future leaders through football, fostering collaboration and social change in the region.

Enrique joined Nielsen Sports in early 2019, bringing to the table a background of over 15 years of market research as a consultant, a brand protection role for the Guadalajara 2011 Pan American and Parapan American Games, along with a strong commercial acumen for the sports business. He firmly believes that the professionalization of the sports commercial ecosystem is what will drive the greatest changes among rights holders, brands, and ultimately benefit fans.

Alfonso is a global leader with 20+ years in innovation, customer experience, and digital transformation across sports and entertainment. As Director of Innovation & Commercial Strategy at the Mexican Football Federation, he drives fan-focused growth. He has worked with Cinépolis, Cisco, Avaya, and ConCrédito, reinvented the cinema experience, and built one of Latin America’s largest digital platforms, blending tech, marketing, and design to boost fan engagement.

CEO and Partner at ESA Technologies, we develop APP for soccer teams to connect with the fans. Began the ESA project in 2021 with more than 20 teams in LATAM. I live in Costa Rica born and raise. +25 year with experience in the Sports Betting industry. Civil Engineer and +20 years on C-Suite and Leadership roles.

Gabriel Bustamante is the founder of Épica Futbol Colección, one of Mexico’s top private football memorabilia archives, with 20,000+ items from legends like Pelé, Maradona, Messi, and Ronaldo. Based in Monterrey, Épica has featured in exhibitions like “Fútbol como pretexto.” Gabriel partners with clubs like Rayados and Tigres to share football’s legacy through storytelling, public displays, and cultural engagement.

Andrés Deyá is a tourism entrepreneur with over 30 years of experience, leading his family travel business and founding “Somos Argentina,” focused on sports tourism. Since 1995, he has held leadership roles in key industry associations, including AAVYTGBA and FAEVYT, where he currently serves as president for a second consecutive term.

Stadium and Sports Business Consultant with over 20 years of experience leading projects in top professional venues across LaLiga, Europe, and indoor arenas. He specializes in strategic planning, business model design, and commercial development of stadiums, participating in contest like the Santiago Bernabéu Stadium and leading the new Benito Villamarín Stadium project. He also in top programs such as Real Madrid Graduate School, Barça Innovation Hub, LaLiga Business School, and FIFA’s Club Management Diploma.

Mexican former professional tennis player. Falcó, who won seven ITF doubles titles, represented Mexico at the 1998 Central American and Caribbean Games in Maracaibo, where she earned two silver medals. She played collegiate tennis for the University of Texas. She holds a Master’s degree in Public Administration and Public Policy from the EGAP (Educational Program for Public Administration) of the Tecnológico de Monterrey. Among his management achievements is the creation of INDE NL as a decentralized agency.

Emily Flores is the founder and editor-in-chief of Cripple Media, the first media company led by and for young disabled people. A journalist and creative strategist, she’s been featured in The New York Times, Teen Vogue, and i-D, and worked with Gucci, Instagram, and Google. Starting her career at 15, she set out to transform disability representation in media. Today, Cripple Media reaches 1.5M+ monthly readers with bold, inclusive storytelling.

Jesús Flores is Administrative Director and Co-Founder of Apodaca Group, one of Mexico’s top entertainment firms. He co-created Tecate Pa’l Norte in 2012 and expanded the group’s portfolio to include festivals like Live Out and Northside. He’s helped bring major artists like Paul McCartney to Monterrey and led the launch of a virtual Pa’l Norte during the pandemic. His leadership continues to shape Latin America’s live entertainment scene.

Former captain of the Colombian National Team. Played in 4 FIFA World Cups, 2 Olympics, and for clubs in Spain, USA, Mexico, and Colombia. Holds dual bachelor’s degrees in Business Administration and International Business, and two master’s degrees in Sports Management and Social Responsibility. Co-founder of Fundación Somos, promoting gender equity through football. International speaker on leadership, teamwork, gender equity, and social development.

With over 20 years of experience, I specialize in leveraging technology to optimize and enhance key business processes. My vision is to drive digital transformation by aligning business needs with technology solutions to boost operational performance and growth. Expertise includes: Digital Business Cycle Management, Data-Driven Strategy, Retail & CRM Solutions, Project Management, Technology Leadership, Digital & Cultural Transformation, AI/ML, and more.

I have worked in soccer for 25 years, including vice president of two clubs and now president. I have also worked with Femexfut as general director of national teams, the referees’ committee, and the league’s internationalization. I work extensively with strategic planning, clear processes, KPIs and OKRs, teamwork, and a medium- and long-term vision.

I believe in football’s power to foster radical collaboration and drive societal change. With Common Goal, we unite top social enterprises that integrate football into local solutions, accelerating community transformation. Our vision is for every child to have access to a safe space to play, learn, and thrive. Common Goal mobilizes leadership, influence, and resources from the football industry and beyond to make this vision a reality.

For 18 years, Fútbol Más programmes have reached over 500,000 children in 15 countries across the Americas, Europe, Africa and the Middle East, strengthening communities through play and life-skills training. Co-founder and Business Development Director Sergio Guerrero now leads the organisation’s push into inclusive innovation, creating technology platforms that widen access to safe, structured sport for children in vulnerable contexts.

Carlos Guzmán is a specialist within the sports, entertainment and tourism industry with over 15 years of experience. He has worked for major sports organizations such as FIFA and IOC. Part of his expertise is as a consultant for stadiums and arenas, sports facilities and accessibility infrastructure. Currently he is Disability-Accessibility Advisor (Americas), Founder and owner of GuzVal Consulting and Stactium Sports.

Andrew Hosmar is a strategic leader leveraging data to drive transformation and growth at San Diego FC. He leads the Strategy & Analytics team, guiding a $100M+ business with a data-first mindset. Known for building high-performing processes and cross-team collaboration, Andrew enables decision-making with actionable insights. Before SDFC, he held data roles at New England Revolution and worked as a researcher for several MLS clubs.

Football agent, lawyer & entrepreneur, CEO of Elite I. Football Management, number one agency in Spain dedicated to provide opportunities in LaLiga clubs for international players, academies and football clubs from all around the world. 230+ players only last season. Since 2014, has been working as an intermediary, advising on football clubs investment, international expansion of Spanish club branding and representing international football players in the Spanish market.

Global executive with 25+ years leading transformation, growth, and innovation across 100+ countries. Proven ability to scale organizations, build high-performing teams, and drive AI-powered, patient-centric strategies in healthcare and pharma. Expert in performance marketing, omnichannel, and real-world insights. Passionate about purposeful leadership, operational excellence, and empowering talent to deliver lasting impact.

Olivier is a leading expert in football club strategies for mid-sized markets and CEO of AccessibAll, a non-profit focused on accessibility for disabled fans. He specializes in club insights, youth academy assessment, and stadium audit optimization across sports, business, and community activities. Before AccessibAll and LTT Sports, he led R&D at the European Club Association (ECA) for over 10 years, producing key publications on club management and youth development.

Victoria Kühne is a Grammy and Latin Grammy-winning producer, artist, and entrepreneur from Monterrey, Mexico. CEO of Victoria Records, she’s worked with The Strokes, Korn, MIA, and Intocable. Her studio was named one of the world’s best by Mix Magazine. She also directs videos, produces films via Victoria Films, designs for her brand Kühne, and founded FINE/LINE. A strong voice for women in music, she’s spoken at Berklee and the Art Institute of Houston.

La Wera Kuri is a leader in gender equality through soccer, founder of Fut Sin Género and Blue Women Pink Men, pushing women’s sports toward a powerful global future.

David Manllo Valdés is the Executive Director of OCV Monterrey, where he leads efforts to position the city as a top destination for international events and tourism. An industrial and systems engineer, he has driven the success of major events like IRONMAN 70.3 and the UFI Americas Conference. His leadership has elevated Monterrey’s profile in Latin America’s event industry.

Attorney, psychologist, and family mediator with over a decade of nonprofit experience. She led projects for adoptive and foster families, directed a therapy center for children with disabilities, and served as General Director of Panama’s National Secretariat for Children, Youth, and Families, reducing institutionalized children by 36%. She now leads early childhood, youth, and family programs at Special Olympics Latin America.

Santiago Montes Escobar is Strategic Planning and Innovation Manager at Chivas, with nearly 15 years in sports marketing. He led ChivasTV and founded Chivas Esports, creating new digital revenue streams. A pioneer in content marketing, he developed the Brand Exploitation Model: The Digital League. As Chivas’ first digital creative, he helped shape fan engagement and digital strategy in Mexican football.

Santiago Muñoz is Managing Director at Fever Mexico, leading the platform’s growth through user experience innovation and live entertainment. Previously a manager at Bain & Company focused on Private Equity, he brings strategic insight to sports and entertainment. He holds an MBA from London Business School and an Economics degree from ITAM, blending data, UX, and passion for sports to engage new audiences.

Rich Orosco is Chief Brand Officer at LAFC with 25 years in entertainment, consumer products, and sports marketing. He led award-winning campaigns and won the 2018 MLS Marketing Executive of the Year. He was named to Adweek’s 2019 L.A. Brand Stars. Before LAFC, he co-founded menswear brand Exley, managed the Los Angeles Matadors (World Series of Boxing), and held senior marketing roles at Warner Bros. Television and CBS Paramount Television.

After earning a Master’s in Public Affairs from SciencesPo Paris, Quentin pursued Sports Management with degrees in Sports Law & Economics (CDES, Limoges) and an MBA from the Real Madrid Graduate School. He began his career at Red Star FC as Marketing & Comms Manager, then interned at Real Madrid. He worked in Puebla with a sports agency and the Mexican FA, joined Club América as Comms & Marketing Director, moved to Meta in 2019, and returned to Club América as CMO in 2022.

Computer engineer. Entrepreneur. As CEO of DruID, I lead an innovative company that offers a unique solution in the market, fully integrating the management of the identity of fans and members (CIAM) with the advanced management of their activity and behavioral data (CDP), all under the same secure and scalable environment offering a differential value to organizations. DruID operates globally with clients in Retail, Sports, Leisure, FMCG, Fintech…

Born in Mexico City, with my degree in Business in Universidad Ibero Americana, I come from a family that has always been involved in soccer starting from my grandfather, uncle and father from players, team owners, president of clubs, to working on the FMF as general secretary and GM. We has a vision along with my brothers to pursue investment opportunity in the Canadian Premier League, by acquiring the club based in Toronto called York United.

Ivan Pérez is the Founder and CEO of El Míster, a content and consulting platform for the sports industry focused on innovation, trends, business, and sustainability. Co-author of the books Cuentos Mundialistas (Ficticia, 2010), Copa de las Fantasías (Centro Urbano, 2006), Juegos Olímpicos: Laboratorio del mundo (2021). Master’s in Digital Journalism from the University of Guadalajara and graduate of the Entrepreneurial Journalism Creators Program at the Newmark J School NYC.

Born in Rabat, Morocco, Zineb Rechiche is a trailblazer in sports and business. A former footballer for clubs in France, Canada, Spain, the US, Switzerland, and the UAE, she also holds a Trilingual Finance Degree from HEC Montreal and studied at ICADE. Fluent in four languages, she joined GE’s Financial Management Program, later becoming Global Finance Director at Baker Hughes. Zineb is the first Arab female FIFA agent in the Middle East and leads ZYA, a player-founded agency.

José Riestra López holds a degree in International Business from Universidad Anáhuac. He began his career at INBURSA, then joined Club Santos Laguna in 2007, where he rose through roles in youth development and sports intelligence. He trained in Scotland with Celtic FC and earned a Master’s in Sports Management. In 2020, he became Executive President of Atlas FC, leading them to a historic back-to-back title. He now heads football at Orlegi Sports.

Paco is the Host City Rights & Commercial Lead for the Monterrey Host City Organizing Committee for FIFA World Cup 26™. With 15+ years in sports and entertainment, he was key to Club Atlético de Madrid’s arrival in Mexico in 2017. He holds a degree in Communication Sciences and a Master’s in Sports Management. His background spans sports media, communication strategy, and commercial planning for major events.

Helping sports organizations turn data into real fan engagement and business impact. With 20+ years leading digital transformation in LATAM, I help teams connect with fans through actionable data. I’m a data-driven entrepreneur, passionate about building long-term value. Focused on turning insight into action to unlock revenue and results. I embrace constant change to drive meaningful, empathetic, and lasting impact.

Luis Rosas is the General Director of Liga Primera, Nicaragua’s top football league, since May 2019. He previously contributed as a consultant to its founding. A former footballer, he holds a Master’s from the IOC in Switzerland and a Sports Administration degree from the Johan Cruyff Institute. He leads efforts to professionalize Nicaraguan football and aims to position Liga Primera among Central America’s top competitions.

Débora Saldanha is Head of Innovation and New Business in sports, with over 10 years of experience in digital transformation, technology, and fan experience. Named one of Brazil’s Top 50 Innovation Executives (2024) and Latin America’s Best Sports Executive (2023), she leads award-winning initiatives at Clube Atlético Mineiro and speaks internationally on innovation, digital culture, and the future of sports.

Aldo Sales is the Founder and CEO of Playbook, the leading sports-business media platform in LATAM, with over 25,000 subscribers, including top industry executives. He previously co-founded art-focused financial ventures and worked at Endeavor Mexico, supporting high-growth companies. Aldo holds an MBA from EGADE and a Master’s from Yale, where he earned multiple honors and delivered his class’s commencement speech.

Consuelo Sanchez has led Florida’s Sports Coast/Pasco County to global prominence since 2015. Now Deputy Director of Tourism, she was named 2024 Florida Sports Tourism Professional of the Year and 2025 Woman to Watch in the Event Industry. With 20+ years of experience, she drives key initiatives, secures events, and promotes inclusive tourism, backed by certifications in strategy, hospitality, and autism travel. Originally from Colombia, she is a leader in sports tourism.

Maximilian Schindler is Senior Director USA for Borussia Dortmund at SPORTFIVE, based in New York City. He leads the club’s international partnerships in the U.S., aiming to position BVB as a top European football brand in the region. His work includes developing commercial deals, media collaborations, youth programs, and fan engagement across the U.S. and Germany.

Melissa Segura Guerrero is the first Secretary of Culture of Nuevo León and a key member of the state government’s cabinet. With over 23 years in public service, she leads cultural policy and oversees major institutions like CONARTE and 3 Museos. She holds a PhD in Communication and Sociology and has participated in international cultural leadership programs across the UK, France, and Spain.

Danielle Kushner Smith es vicepresidenta de The Collective en Wasserman, donde lidera iniciativas globales para impulsar el poder de las mujeres en el deporte, la música y el entretenimiento. Con una trayectoria que abarca la consultoría de marcas, la docencia en UNC-Chapel Hill y el liderazgo en organizaciones sin fines de lucro, también impulsa el deporte juvenil y la equidad de género a través de la investigación y programas comunitarios en Raleigh, NC.

Football executive and sports investment strategist with experience working for football ownership groups in Europe, the US and Latin America. I’m part of the Founding Team of Blue Crow Sports Group and I’ve built Cancún FC, the NewGen Club.

Yolanda Sosa is an international speaker, analyst, and trailblazer in mental health, gender violence prevention, and women’s leadership in sports. As President of Fundación Sin Fronteras Pro Mujer y Deporte FUMUDE and Assistant Director of the Center for Autism and Early Childhood Mental Health at Montclair State University (USA), she leads transformative initiatives for safe, inclusive, and equitable environments in athletics.

Honey Thaljieh is a trailblazer in global football and a fierce advocate for equality and human rights. As co-founder and first captain of Palestine’s women’s national team, she broke barriers and inspired a generation. The first Middle Eastern woman to earn the FIFA Master and join FIFA leadership, she now drives change through football—promoting peace, inclusion, and empowerment in conflict zones worldwide as a global speaker and ambassador.

Adam Thomas is the Tourism Director for Pasco County’s Destination Marketing Organization. With over 12 years of experience, he has led marketing efforts for Pasco and Citrus Counties, rebranding them as Florida’s Sports Coast and The Manatee Capital of the World. He holds a BS in Business with a Hospitality Certificate and the CDME accreditation. Before his tourism career, he played professional baseball for 12 years across four MLB organizations and three continents.

President of the Peruvian Sports Institute (IPD), he leads the 2025 Bolivarian and 2027 Pan Am Games. With 25+ years in public policy and international cooperation, he’s held top government roles including Minister of Development and led UNODC projects. He holds two MBAs and has studied in Peru, the U.S., China, Brazil, and Spain. A State Dept. and NDI fellow, he’s also an international speaker and published author.

She is a journalist specializing in sports communication and marketing, with a focus on disability sports. With a degree in Communication and Journalism from UNAM and diplomas in Digital and Sports Marketing, she is currently Director of Communications and Marketing at the Mexican Paralympic Committee. She leads media, sponsorship, and event coverage strategies, playing a key role in boosting the visibility and impact of the Paralympic movement in Mexico.

Partner-Director of Senn, Ferrero, Asociados México since 2019. He has extensive experience in Sports and Entertainment Law, Industrial Property, Arbitration and Litigation. He previously worked at Garrigues Sports & Entertainment and led the Sports & Entertainment Law area at Mijares, Angoitia, Cortés y Fuentes. He has participated in cases before the CAS, FMF, FIFA, CONCACAF, and various Mexican federal courts and tribunals.

Everardo Valdez is Director of Institutional and Media Relations at Club de Fútbol Monterrey (Rayados). Since 2006, he has led areas like Communications, Social Responsibility, and Sports Management. With over 20 years in sports media, he holds a degree from Universidad Regiomontana and studied at the Johan Cruyff Institute. He helped launch initiatives like “Goles con Causa” and boost Rayados’ global presence, and is also a podcast host and speaker.

Cecilia Vales has 12+ years of experience using sport as a tool for education and development, empowering girls and women from underserved communities across Latin America and the Caribbean. She has worked in Argentina, Bolivia, Colombia, Jamaica, Mexico, Nicaragua, Spain, and the U.S. Cecilia contributed to the UN Women Sports for Development section and the eQuality Football Workshop with Valencia CF. She holds a BA in International Relations and an MPA from NYU Wagner.

Sports are my passion, profession, and calling. With 14+ years in sports brands, clubs, and TV, I’ve led with a hands-on approach, hiring top talent and driving excellence on tight budgets. I’m proud of taking Querétaro from #16 to titles and developing 11 first-division players. I also signed Ronaldinho. Now at Chivas, I focus on growing the brand in the US. I’m always open to new opportunities where I can create impact and deliver results in the sports industry.