Peter has more than 35 years of experience in gaming, sports and entertainment . He has held leadership positions as the Corporate Vice President of the Interactive Entertainment Business of Microsoft, heading the Xbox platform business, as President and COO of SEGA of America, where he oversaw the launch of the Sega Dreamcast, President of EA SPORTS,and Senior Vice President of marketing at Reebok International Ltd. Most recently he was CEO at Liverpool FC, and is now the owner of Santa Barbara Sky FC, an expansion club in the United Soccer League.

Jurgen currently serves as the Chief Tournament Officer, Mexico, FIFA World Cup 2026™, where he leads the tournament’s strategy and planning for the Host Country and its three Host Cities of Guadalajara, Monterrey, and Mexico City. Jurgen is part of FIFA’s Executive Team across Canada, Mexico and the United States that is charged with delivering the biggest FIFA World Cup™ ever in 2026.

Prior to joining the FIFA World Cup 2026™ in 2022, Jurgen spent 25+ years in the world of global football, most recently as the CEO and Founding Partner of a sports and entertainment agency based out of Miami, USA. Jurgen also served as the Chief Business Officer for Inter Miami CF, the Deputy General Secretary and Chief Commercial Officer of Concacaf and served as part of the Executive Committee for the 2016 Copa America Centenario tournament, the largest soccer event in US history after the 1994 FIFA World Cup™.

Jurgen has also held various positions at clubs including the New York Red Bulls, New England Revolution and the Colorado Rapids and served in USA’s 2018 and 2022 FIFA World Cup™ Bid Committees with the US Soccer Federation (USSF).

Jurgen is fluent in English, Spanish and German and holds a master’s degree in Integrated Marketing Communications from Emerson College and an undergraduate degree in Mass Communications from Instituto Tecnológico y de Estudios Superiores de Monterrey.

Iñigo has a degree in Law from the Anáhuac University and has two master’s degrees, one in
Corporate Law from the Universidad Panamericana and another in International Law and
Sports Management by the ISDE, Higher Institute of Law and Economics of Madrid.
Before joining the Mexican Football Federation (FMF), Iñigo worked close to
10 years as a corporate lawyer, in charge of preparing all types of
contracts, participating in debt placements in Mexico and the United States and in issues
financial and regulatory compliance (before the BMV, CNBV, SEC and NYSE).
He joined the FMF in 2013 as International Affairs Manager, where he also
to legally advise the President, he was in charge of communication with FIFA and
CONCACAF. In 2015 he was appointed Director of International Affairs, acquiring
new responsibilities; has represented the FMF in different proceedings before the
Court of Arbitration for Sport (Lausanne, Switzerland).
He was Director of the Local Organizing Committee of the 66th FIFA Congress in Mexico, he has
been General Coordinator of CONCACAF in tournaments such as the Champions League of
CONCACAF, CONCACAF Gold Cup and Copa América Centenario, among others.
Iñigo was Deputy Director of Mexico in the Joint Candidacy that competed and won the
headquarters of the 2026 World Cup, mainly in charge of the compliance part and the
coordination of work groups in the 3 headquarters (Mexico, Guadalajara and Monterrey)
with the Candidacy office in New York. I coordinate the Office for more than a month
of the Candidacy in London.
In 2017 he was appointed Deputy Secretary General and in 2019 Secretary General, being
responsible, among other matters, for the strategy and administrative management of the
FMF Commissions (Referees, Disciplinary, Dispute Resolutions and
Appeals), as well as the sports legal part of the FMF, the relationship with the
federal, state and municipal governments, embassies and other federations
international, as well as communication and compliance processes before
national authorities and international institutions, mainly FIFA and
CONCACAF.
In 2023, in addition to his responsibility as Secretary General, he assumed
Chief Legal Officer of the FMF / Liga MX, in charge of the corporate legal area of ​​the FMF and
of each of the Leagues defining the comprehensive legal strategy of the Company and
supervising, in addition to the sports legal part, the preparation of all types of contracts,
including sponsorship contracts for National Teams and Leagues, among others.

Mikel Arriola, born in Mexico City, holds a Law Degree from Universidad Anahuac del Norte, a master’s in Public Policy from LSE, and a master’s in Law from the University of Chicago, which awarded him the Professional Merit Award in 2017. His public sector career began in 2002 as Litigation Coordinator for Banrural. He served in various roles, including Compliance Officer at Rural Financial, and held several positions in the Finance Ministry (SHCP). From 2011 to 2017, he was Federal Commissioner for Protection against Health Risks and General Director of IMSS. In 2018, he ran for Mayor of Mexico City, earning around 800,000 votes. He is a member of NASEM and PAHO committees and the board of Medica Sur. Since January 1, 2021, Arriola has been the Executive President of the Mexican Football League.

Javier Tebas Medrano (San Jose, Costa Rica, 1962), of Spanish nationality, holds a degree in Law from the University of Zaragoza. He has been a practising lawyer since 1987 and founded his own legal firm, specialising in Company Law and, subsequently, in sports and bankruptcy law.

Tebas’s direct involvement in football began in 1993, when he was named president of Sociedad Deportiva Huesca, a position he held until 1998 (a period during which the club competed in Spain’s Tercera Division and Segunda Division B). He later served as a board member at C.D. Badajoz S.A.D. and C.D. Toledo S.A.D. before being elected vice-president of LaLiga in 2001. In 2003 he headed up the G-30, a group representing 30 small LaLiga clubs that was set up to collectively negotiate their audiovisual rights. He has been LALIGA president since 2013 and was re-elected in 2016 and again for a further four-year term in 2019. In 2021 he was appointed as representative of European Leagues on the UEFA Executive Committee.
Tebas’s tenure as LALIGA president has revolved around three core areas; the introduction of a financial controls system which has enabled the clubs to restructure their finances; the collective sale of audiovisual rights which boosts the clubs’ revenue in a balanced way, and the league’s internationalisation strategy, which has seen LALIGA and its member clubs establish themselves as a benchmark reference on the global stage, not just on the field but in the entertainment industry as a whole. In addition, Boost LALIGA, the strategic project of LALIGA and CVC Capital Partners, was recently created to promote growth and consolidation in the areas of technology, innovation, internationalisation and the sporting sphere.

Jero Freixas es un creador de contenido argentino que comenzó como un estudiante de teatro aficionado al fútbol y que saltó a la fama durante Copa del Mundo de Rusia 2018 gracias a un divertido video de tres minutos que se hizo viral en el que mostraba su pasión desmedida por el fútbol. Ese video lo daría a conocer junto a su esposa como “la pareja del Mundial”, haciéndolo rápidamente una figura viral, que tiempo después lo convertiría en uno de los creadores de contenido con mayor crecimiento e influencia en países de habla hispana.

Heidi Pellerano joined Concacaf in February 2019 and is responsible for leading the Commercial division. In this capacity, Pellerano is responsible for developing and managing strategic partnerships to maximize the commercial opportunities of the organization. She has direct oversight of the departments of Strategy, Business Development, Partnership Marketing, Digital and Emerging Technologies, Media Distribution, and Broadcast Productions. She is also a member of the executive leadership of the Confederation. Prior to Concacaf, Pellerano was an Executive Vice President at Wasserman where she was responsible for leading Wasserman’s brands division and multicultural practice.

Mariana is an outstanding and highly experienced professional in the field of women’s soccer in Mexico. With a solid academic background, she has a degree in Textile Design from the Iberoamerican University and she graduated from the National Head Coach Course of the Mexican Football Federation (FMF). Her passion for learning led her to obtain a Master’s Degree in Image Consulting, a Master’s in International Business and Soccer Administration, and a Global Executive MBA from the recognized IE Business School.

With a track record of almost 15 years in the development of professional women’s soccer in Mexico, Mariana was a key figure in the co-foundation of the women’s 7-a-side soccer tournament of Mexico in 2009 and has played a crucial role in the development of women’s soccer amateur and professional in both the FMF and the LIGA MX. Currently, Mariana is General Director of the LIGA MX Femenil and is the head of the project for Inclusion and Diversity in Soccer in LIGA MX.

Farkhunda Muhtaj is Captain of the Afghanistan Women’s National Football Team and currently competes in the Dutch Eredevisie for Fortuna Sittard Vrouwen. Her social activism work champions gender equality, anti-racism education, refugee and newcomer support and humanitarian relief through sport and physical wellness initiatives. Muhtaj is the Co-Founder and Director of the Scarborough Simbas, a non-profit organization that uses sport to help ease the settlement journey of refugees and newcomers to Canada.

Off the pitch, Farkhunda is the Respect and Inclusion Ambassador at Respect Group, and an ambassador for UNHCR Netherlands, Common Goal, Penny Appeal Canada, and Women for Women International. Muhtaj also serves on the Canadian Child Rights in Sports Advisory Committee and Board of League 1 Ontario Women’s Soccer.

A prolific and sought-after speaker, Farkhunda brings her voice to stages and spaces around the world to speak on Global Active Citizenship, the Transformational Power of Sport and Capacity Building, Leadership in Time of Crisis, Growth Mindset, Women & Refugee Rights, and more. Named a Top 30 Under 30 Alumni by her alma-mater York University, Farkhunda has been featured in the BBC, CBC, AP News, NPR, Al Jazeera, People Magazine, Elle Magazine and more.

Experienced professional specialized in sports spectacles industry.

I am a marketing executive with 15+ years of experience in sports, beverage, and tech industries. I have a proven track record in global and domestic roles, specializing in brand building, sports and entertainment, multicultural marketing, digital strategy, media planning, innovation, and earned media. Currently, I serve as the Marketing Vice President for Leagues Cup, a joint venture between MLS and Liga MX, focused on expanding soccer fandom in North America.

Fernanda Sainz has had an outstanding professional career that has led her to leadership positions in the marketing and online gaming sector. Since March 2021, she serves as Chief Revenue and Commercial Officer at Caliente Interactive, where she is responsible for driving the company’s growth in Mexico and its expansion into the U.S. market, in addition to managing all commercial aspects of the company’s operations. Prior to this, from March 2015 to March 2021, she was Marketing Director for LATAM, Mexico, Colombia and Panama at Caliente Interactive/Playtech, where she led the marketing strategy, brand positioning and marketing budget management for three different brands: Caliente.mx, Wplay.co and Betcha.pa. In addition, Sainz is the founder and CEO of Fulana de Tal, an agency dedicated to driving sports marketing and digital content focused on women. With Fulana de Tal, Sainz proves once again that talking female is also a good investment.