Lucia Mijares Martinez

Lucia Mijares Martinez is an expert in women's football with extensive experience in sports development and marketing. Currently serving as an expert in technical and women's leadership at FIFA since August 2018, Mijares Martinez provides advisory services to football federations aimed at enhancing the growth of women's sports. Previously, as Head of Sports Development at the Federación Mexicana de Fútbol from September 2016 to December 2023, Mijares Martinez promoted impactful sports programs and developed initiatives like "Jugamos Todos," which reached over 450,000 children across 1,500 schools. Mijares Martinez also coordinated the FIFA U-17 Women's World Cup in Uruguay in 2018 and held leadership roles in sports marketing at Grupo Modelo and Global Sports Marketing, specializing in major international sporting events. Mijares Martinez holds a master's degree in sports marketing and administration from AISTS and a bachelor's degree in business administration from Universidad Iberoamericana.