From managing digital innovation at Wimbledon to shaping creative concepts around Rafael Nadal’s retirement, Viktoriya's journey offers valuable insights for anyone looking to break into the sports industry. Keep reading to learn more about her career journey and advice to aspiring individuals.
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Can you give our readers a bit of background on yourself?
Hi, my name is Viktoriya. I’m originally from Italy and moved to London three years ago to pursue a Master’s in International Marketing. I’ve always been a highly creative person. Growing up, I was eager to explore as many hobbies as I could—drawing, dancing, reading… you name it. But everything changed when I picked up a tennis racket. I instantly fell in love with the sport and played competitively throughout high school and university. These days, I still play tennis regularly, but I’ve also been diving into new sports and challenges. I’ve signed up for my first triathlon, run half-marathons, and developed a real love for hiking and climbing. Staying active helps me feel grounded, clears my mind, and recharges my energy. For me, movement is joy.
What got you into sports, and how did it progress into a career?
I grew up playing tennis and fell in love with the sport. My journey into sports media started small—I became the social media manager of a local tennis club for €200 a month. It wasn’t much, but it gave me a foot in the door. From there, I began picking up more clients and working on various sports events. When my city hosted an ATP Challenger Tour tournament, it felt natural for the organisers to bring me on board. That event turned out to be a turning point: I caught the attention of the agency managing the tournament, and soon after, I started working with them on other events. One opportunity led to another—and that’s how it all began.
What is your current role, and what does it entail?
After working in global organisations, I decided to take a leap and transition into freelancing. I now work independently on global sports events—not just in tennis, but across various sports. My role has become more strategic over time. I bring my experience and strong network of industry contacts to these events, working as a marketing consultant, digital strategist, and coordinator.
What skills are most crucial to your role?
It’s essential to stay current with industry trends, nurture relationships with agencies and creatives, and remain endlessly curious. Curiosity drives innovation in this field. Additionally, I’ve learned a lot about the dynamics of working in international, cross-functional teams. When operating at the scale of global sport, communication, adaptability, and collaboration have become critical in how I approach my work.
What are some of your career highlights so far?
Two moments really stand out. Firstly, I worked in the marketing department at Wimbledon, where I led a team focused on digital innovation, specifically the content strategy for vertical videos on the official mobile app. Secondly, during my time at the ATP, I developed creative concepts for the retirement of my all-time favourite player, Rafael Nadal. Both moments were dream-come-true experiences and ones I’m incredibly proud of.
Did you face any challenges entering the industry?
Yes, definitely. One of the biggest challenges was breaking into a highly competitive and somewhat traditional industry, especially coming from a smaller market like Italy. Initially, it was hard to be taken seriously when I said I wanted to work at global events like Wimbledon. However, perseverance, building a strong portfolio, and continuously networking helped me get there.
What more do you think needs to be done to make the industry more accessible and inclusive?
There’s a growing awareness of diversity and inclusion, but more can still be done, especially in giving opportunities to those who might not have traditional educational or geographic backgrounds. Mentorship programmes, opening up junior roles to more diverse candidates, and creating clearer entry paths into the industry can make a real difference. Representation also matters—people need to see themselves reflected in leadership roles.
What is one piece of advice you would give to a young person who is looking to enter the Sports and Entertainment industry?
Be curious and proactive. Start small—whether managing social media for a local sports club or volunteering at an event, while at the same time using every opportunity to build experience and connections. The sports industry values passion and drive, so let that show. If you are interested in a strategic digital role like mine, you must understand the full ecosystem—from content creation to data, fan engagement, and platform trends. Learn to balance creativity with results. Lastly, do not underestimate the power of storytelling in sport; done right, it’s one of the most powerful tools we have.
Who do you look up to in the sporting world and why?
Several figures in the sporting world inspire me, but I’ve always admired Rafael Nadal’s dedication and humility. As one of the greatest tennis players of all time, his commitment to his craft and his resilience in the face of challenges are traits I strive to emulate in my own career. From a professional standpoint, Paul Taylor, Senior Director of Brand and Creative Marketing at ATP, has been incredibly inspirational. His innovative approach to brand building and marketing within tennis has shown me the power of creativity in sport. His leadership in merging brand storytelling with fan engagement has been a game-changer for the ATP, and I aspire to implement it in my own work.
If you could pick the brain of anyone in the industry over coffee, who would it be and why?
Several people come to mind. The first one would be Brandon Gilson, the ATP Tour’s Athlete Marketing and Commercial Director. I am deeply fascinated by his ability to bridge the gap between athlete engagement and commercial strategy. I would love to learn more about his thought process for negotiating partnerships and leveraging digital channels to enhance athlete branding.
The second is William Giles, Content Lead at Wimbledon. He’s been incredibly impressive in evolving Wimbledon’s content strategy to keep it relevant across digital platforms while preserving the tournament’s tradition and prestige. I’m sure I could gain a wealth of knowledge from his experience. Lastly, I would also be thrilled to chat with Tom Gilding, Partnerships Manager at Runna. I’d love to learn more about his expertise in partnerships and approach to creating meaningful relationships between brands and sports properties.
What is your favourite piece of advice you’ve received in your sports journey?
Don’t let other people’s limits become your own.
When I was in Italy, I would tell people my dream of working at Wimbledon. Most thought I was crazy—an Italian girl aiming to be part of the most prestigious tennis tournament in the world? Two years later, I was there.