What is NEW ERA?

Jascha Braeker works as a Manager for the Host City Partnerships division at ESL FACEIT Group (EFG), the industry leaders in esports and gaming. Her team is responsible for building meaningful relationships with cities around the world, working with diverse stakeholders to drive economic and cultural value through event-hosting opportunities. She is also responsible for the strategy, development and delivery of their VIP hospitality initiatives, setting a new benchmark in hospitality for the events industry.

Before this role, she served as Partner Manager at EFG, where she supported global brand partners in activating their rights and maintained strong partner relationships across the network. She also previously built and led brand and hospitality activations at global sports events, such as the Tour de France and the Ice Hockey World Championship. Sports have always played an important role in her life, inspiring her professional journey and deepening her commitment to the industry.

Lola, a Nigerian-born Brit, embraces the cultural richness of her heritage while advocating for gender equity and increasing female participation in sports, particularly football. Transitioning from a successful career as a UK-qualified lawyer, she entered the football industry in 2016, where she has since led professional male and female teams across various continents, bringing her passion and expertise to the global stage.

As the Executive Director of Goals for Girls, a US-based non-profit organization, Lola plays a crucial role in uniting girls through football to inspire community change. Her work reflects her dedication to leadership development, gender empowerment, and the use of football as a tool for social progress.

In 2021, Lola made history as Burnley Football Club’s first-ever Head of Women’s Football. In this role, she oversees the Women’s Team’s daily operations and contributes significantly to shaping and executing the club’s Women’s Football Strategy, advancing the growth of the women’s game in the North West of England.

With over eight years of experience in the sports industry, particularly in football, Camille has developed a comprehensive understanding of how football clubs operate from a 360° perspective. Her various roles at Paris Saint-Germain have allowed her to engage with multiple facets of the industry, including business development, international strategy, brand activations, events, and fan engagement. After a couple of years in Paris, Camille’s roles have focused strongly on the Asian market, leveraging her knowledge of this diverse and dynamic region to drive initiatives that resonate with local audiences. Passionate about the industry and equipped with a strategic mindset, she is culturally aware of Asia’s diversity, enabling her to navigate the unique challenges and opportunities in her daily tasks within the football landscape. Dedicated to contributing to the development of football, and sports more generally, in the region, Camille aims to make a lasting impact in the dynamic sports industry.

Coming from a sporting family and being a competitive swimmer for over 15 years, I developed a deep passion for sports, which led me to pursue a career in the sports industry. Over the years, I’ve navigated a variety of roles, starting in operational and project management before transitioning into brand sponsorship and stakeholder management. This diverse experience has allowed me to develop expertise in fostering strategic collaborations and managing commercial relationships.

At Cricket Australia, I spent five successful years leading the National Cricket Blast program, where I played a key role in driving over 30% growth in participation. More recently, I’ve had the privilege of joining the Partnerships Team, where I’ve worked closely with major brands to advance strategic partnerships and spearhead new initiatives.

As a mother of three girls, I strive to be a role model for them and for other girls who aspire to succeed in the sports industry that has historically underrepresented women. Balancing motherhood with a career has provided me with invaluable insights into the challenges women often encounter in the workplace. I’m committed to empowering the next generation of women to pursue leadership roles and excel in the sports industry.

Betty Mazzoleni is a Senior Commercial Media Manager at TEAM Marketing.

Born in Milan, Italy, Betty has been living abroad for the past nine years across Spain, the UK and Switzerland, bringing a global perspective to their day-to-day work. Since joining TEAM in 2022, Betty’s been dedicated to supporting broadcasters who have acquired the rights for the UEFA Men’s Club Competitions and developing strategic solutions that maximise the commercial value of their rights.

As someone who loves people and is passionate about pushing the limits of creativity, Betty thrives on ensuring that not only are commercial guidelines met and that activations align with UEFA’s commercial structure, but that UEFA’s media partners have a collaborative and trusted advisor to help them grow and develop as commercial entities.

In my spare time, Betty likes to watch and play (if injury-free) basketball, hike in the nearby Swiss alps and cook nourishing food for my friends and family.

Before moving to the Premier League, Elysa was a Senior Marketing Manager at Six National Rugby, with nine years of sports marketing experience in rights holder and agency positions (Central Sparks, CSM), working on brand partnerships and 360-degree cross-channel, multi-lingual marketing strategy development and implementation.

Elysa achieved a Distinction in the ESA Diploma (2018), and my career highlight is winning the Partnership Award at SIA and Leaders for our 2022 TikTok W6N campaign, which achieved 5.6bn #SixNationsRugby TikTok impressions, reaching a younger and more globally diverse audience and shining a spotlight on women’s rugby.

Outside of work, Elysa is a cricketer and has represented Hong Kong (semi-pro) over the last three years and Kent County. Elysa also sits on MCC’s Cricket & Women’s committees. Highlights include influencing new grassroots concussion protocols and encouraging Lord’s’ fixture list to diversify, seeing a maximum of 1x women’s fixture a year pre-Covid to 9x plus a first-ever disability match this year.

Laura Andriani is based in New York City and has spent the past 12 years working in DTC (direct-to-consumer) sports marketing and audience development after having previously worked in publishing and education. As Senior Vice President, Consulting at Two Circles, she is focused on helping sports rightsholders and properties drive revenue through a blend of creative campaign concepting and data-driven marketing strategies predicated on fan engagement. In her time at Two Circles, she has worked in partnership with the NBA, FIFA, Amazon, and Premier League to drive fan acquisition and retention on owned, operated and earned channels. From 2011-2018, Laura worked within ESPN’s international marketing team, executing global growth marketing campaigns for UEFA Champions League, US Open, Wimbledon, FIFA World Cup and X Games. From 2018-2020, she served as Head of Audience Development at DAZN, spearheading subscriber acquisition campaign strategy and platform engagement through DAZN’s publishing platforms.

With over a decade of experience in sports, media, and entertainment, I’ve made it my mission to build partnerships that truly matter—ones that drive growth, engagement, and bring brands closer to their audiences. Born and raised in sunny Singapore and now braving the drizzles of London, I’ve worn many hats, though “professional matchmaker” for brands, rights holders and people in my community suits me best. When I’m not brokering deals, you’ll find me trying (and failing) to get my two dogs to listen to me, but they keep my days lively and full of joy. I’m also a practitioner of Brazilian Jiu-Jitsu, where I embrace the discipline, the art of losing gracefully, and the never-ending laundry that comes with the sport. Whether on the mat or in a meeting, I’m dedicated to growth, both personally and professionally, always looking for the next big opportunity to take on.