Kay’s experience includes leading teams around the world at Twitter, Viacom, Facebook, Time Warner and LinkedIn.

He brings to FIFA his expertise in developing global partnerships, marketing, brand strategies and customer engagement techniques, as well as creative and innovative approaches to digital marketing and harnessing the potential of the social media landscape.

Speaking about the appointment FIFA Secretary General Fatma Samoura said: “Kay’s experience in leading commercial and marketing teams around the world will be a great asset to FIFA in his role as Chief Commercial Officer. We look forward to working with him to cultivate and develop the countless opportunities today’s virtual multimedia landscape offers football in order to fulfil our goal of making the game truly global. We wish him every success in his new role.”

Kay Madati added: “I’m honoured and excited to join FIFA at a time when the global media and sports landscapes are so rapidly evolving. FIFA plays an important role in leading and championing innovation and creativity in and around football globally and I look forward to developing this further in my role as Chief Commercial Officer.”

Kay will lead FIFA’s Commercial division to enhance marketing and digital innovation, in addition to further developing and strengthening relationships with commercial partners.