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The $6 Billion Playmaker: 5 Shocking Facts About FIFA's Chief Business Officer Romy Gai And The Commercial Revolution

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The role of FIFA's commercial head has undergone a significant transformation, moving from the traditional Chief Commercial Officer (CCO) title to the more expansive Chief Business Officer (CBO). As of the current date in late 2025, this pivotal position is held by Romy Gai, an Italian-born executive whose appointment in 2022 marked a strategic shift in how the global governing body of football manages its multi-billion dollar revenue streams. Gai’s leadership has coincided with a period of massive financial growth, driven by a new global commercial partnership structure and the expansion of key tournaments like the FIFA World Cup and the new FIFA Club World Cup. The change in title reflects a broader mandate: not just managing sponsorship and marketing rights, but overseeing the entire business ecosystem, including digital innovation, new tournament formats, and long-term financial strategy. The results speak for themselves, with FIFA reporting a substantial increase in total assets and revenue that has significantly exceeded its annual budget projections for 2024. This success highlights the critical importance of the CBO in shaping the future financial landscape of international football.

The Profile: Romy Gai, FIFA’s Chief Business Officer (CBO)

Romy Gai, who assumed the leadership of FIFA's commercial division in April 2022, is the executive currently steering the organization's financial future. While the title has evolved from Chief Commercial Officer (CCO), Gai is the de facto head responsible for all global commercial strategy, partnership acquisition, and marketing rights.

Here is a detailed look at his professional biography and key career milestones:

  • Full Name: Romy Gai
  • Current Role: Chief Business Officer (CBO) at FIFA
  • Appointment Date: April 2022
  • Previous FIFA Role: Took over the commercial division after Kay Madati stepped down as CCO.
  • Prior Career Highlight 1 (Juventus): Spent 14 years at the Italian football giant Juventus, where he held the roles of Chief Marketing Officer (CMO), Revenue Director, and assistant to the CEO.
  • Prior Career Highlight 2 (Business): Served as Chairman of AWE International Group from 2015 until his appointment at FIFA.
  • Expertise: Deep experience in international football marketing, revenue generation, and strategic business development.

The CCO to CBO Evolution: Why FIFA’s Top Commercial Role Changed

The history of FIFA’s top commercial job has seen several transitions in recent years, reflecting a drive for new commercial models and greater digital integration. Before Gai, the role was briefly held by Kay Madati, who was appointed Chief Commercial Officer in July 2021 before stepping down less than a year later. Prior to Madati, Philippe Le Floc'h held the CCO position as part of an earlier restructuring.

The decision to appoint Romy Gai as Chief Business Officer (CBO) instead of CCO signaled a fundamental change in the role’s scope. The CBO mandate is broader, encompassing not just traditional sponsorship and advertising (the core of a CCO's job) but also:

  • Holistic Business Strategy: Integrating commercial goals with overall organizational strategy.
  • New Revenue Streams: Developing and monetizing new initiatives, such a new global commercial partnership structure.
  • Tournament Expansion: Managing the commercial appeal and execution of expanded events, including the 48-team FIFA World Cup and the new, expanded FIFA Club World Cup.
  • Digital Transformation: Driving marketing and digital innovation across all FIFA properties.

This shift to CBO effectively places Gai at the center of all revenue-generating activities, making him a critical figure in achieving the ambitious financial targets set by FIFA President Gianni Infantino.

The Romy Gai Effect: Record-Breaking Revenue and Strategic Deals

Under Romy Gai's leadership as Chief Business Officer, FIFA has entered a period of unprecedented financial strength, largely fueled by the success of its new commercial strategy. The latest financial reports from Zurich-based FIFA highlight this exceptional performance, underscoring the effectiveness of the new global commercial partnership model.

1. Massive Revenue Overperformance in 2024

The financial results for 2024 were nothing short of spectacular. Revenues exceeded the annual budget, which was approved by the FIFA Congress in March 2023, by a significant margin of 65%. This overperformance translated to hundreds of millions of dollars above the initial budget, confirming the health of FIFA's commercial ecosystem.

2. Total Assets and Cash Flow Growth

By the end of 2024, FIFA’s total assets had increased by 12% to over USD 6.14 billion. This substantial growth is directly attributed to continuous healthy cash flows stemming from Commercial Partners. The organization’s financial resilience is a testament to the long-term, stable nature of the new sponsorship deals negotiated by Gai's team.

3. The New Global Partnership Structure

Gai has been instrumental in implementing FIFA's new global commercial partnership structure, which offers a broader range of packages and greater value to sponsors. This structure is designed to maximize revenue from marketing rights across all major tournaments, including the FIFA World Cup, FIFA Women's World Cup, and the various youth competitions.

4. Securing Major Club World Cup Sponsors

A key focus for the CBO has been the commercialization of the expanded FIFA Club World Cup, a new 32-team tournament set to debut. This competition is a major revenue driver, and Gai’s team has been successful in attracting high-profile partners. For example, AB InBev was secured as a major sponsor, with reports indicating FIFA is targeting up to ten such partners, each potentially paying over US$100 million.

This focus on securing premium, long-term deals with global entities ensures stable revenue for the 2023-2026 cycle and beyond.

The Future: Commercial Strategy for the Expanded World Cup Cycle

Romy Gai's strategic vision is now entirely focused on the upcoming cycle, which includes the expanded FIFA World Cup 2026 in North America. The key elements of his ongoing commercial strategy include:

  • Maximizing Marketing Rights: Leveraging the increased number of matches and the massive global audience of the 48-team tournament to secure record-breaking media and marketing rights deals.
  • Women’s Football Investment: Continuing to grow the commercial appeal of the FIFA Women's World Cup and other women’s football properties, which are key to future revenue growth and topical authority.
  • Digital Revenue Streams: Further integrating digital innovation and eSports to capture younger audiences and diversify revenue sources away from purely traditional broadcast and sponsorship models.
  • Entity Management: Working closely with FIFA Partners like Coca-Cola, Adidas, Wanda Group, and Qatar Airways, while also actively pursuing new partners to fill the available tiers of the new commercial structure.

The transition from a Chief Commercial Officer to a Chief Business Officer highlights FIFA's determination to operate as a modern, high-growth global enterprise. Romy Gai, with his pedigree from Juventus and his demonstrated ability to exceed financial targets, is the executive tasked with making football's governing body a true $6 billion playmaker on the world stage.

fifa chief commercial officer
fifa chief commercial officer

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