Context

The global sports industry is expanding rapidly, attracting unprecedented investment, audiences, and cultural influence.

At the same time, expectations are evolving.

Partnerships today must deliver not only visibility, but meaningful impact, credibility, and long-term value.

For UNHCR, sport is a powerful platform — from grassroots programmes to global campaigns — helping raise awareness, mobilise support, and promote inclusion.

But in a highly competitive ecosystem, one key question emerged:

How is the UNHCR brand truly perceived by the world of sport — and how can it stand out?

The Challenge

While UNHCR has an established presence in sport, there is a need to deepen understanding of its positioning within the sports ecosystem through data-driven insights.

• Is the organisation recognised and differentiated?

• Is it seen as a credible and valuable partner?

• What drives brand awareness, familiarity, trust, and where are the gaps?

  
  

Answering these questions became essential to unlock stronger partnerships, sharper storytelling, and greater impact, particularly as the Sport Strategy 2022 -2026 approaches its next phase and requires renewal.

My Role

Within UNHCR’s Sport Unit, I lead a global project to assess the understanding and provide recomendation to strengthen the organisation’s brand positioning in the sports ecosystem.

Working cross-functionally across strategic communications, brand management, partnerships, and the sport unit, I drive the project end-to-end — from aligning internal stakeholders to translating insights into strategic recommendations.

What I Do

Align the organisation

Bring together teams to define shared objectives, success metrics, and priorities for sport engagement.

Listen to the ecosystem

Design and deliver a global research approach combining a 3-phase approach

1. Online surveys to the broader sport ecosystem

2. In-depth partners consultation (sport stakeholders — including sport governing bodies, private sector, networks, education institutions, among others)

3. Internal consultation across sport priority countries and HQ sport focus points

Turn insight into strategy

Analyse perception, identify positioning gaps, and develop clear, actionable recommendations to strengthen UNHCR’s brand, partnerships, and communication approach.

What Makes This Work Different

This project goes beyond traditional brand research.

It sits at the intersection of:

• Humanitarian impact

• Commercial sport dynamics

• Global storytelling

It connects data with lived realities, ensuring that brand strategy is not only evidence-based, but grounded in the experiences of people and communities.

Impact (In Progress)

The work is building a clear picture of how UNHCR is positioned within the sports ecosystem — highlighting strengths, blind spots, and untapped opportunities.

It will directly inform:

• Future sport partnership strategies

• Brand positioning and value proposition

• Storytelling and global campaigns

Ultimately

This project is about ensuring that sport is not only a platform for visibility, but a platform for protection, inclusion, and lasting impact.

I have been particularly motivated by the opportunity to bridge the worlds of the UN and sport federations, and to contribute meaningfully through this short-term mission.

Because I truly believe in:

• the power of sport

• shared value

• community building

• and the growing importance of commercial value aligned with purpose

And above all, I believe that it is always about people.

We all have a responsibility — as individuals and as organizations — to play our part in creating more inclusive, supportive, and impactful communities.