Anastasiya Ryaboshapka focuses on global sports partnerships, athlete strategy, and culturally led activations across football and performance sport. She has spent 15 years building an international career across EMEA bringing a cross-cultural perspective to global sport and brand building.

She works directly with elite athletes and leading football organisations to create culturally relevant brand collaborations, spanning athlete signings, club partnerships, and initiatives that connect football with music, fashion, and media, as well as activations that translate brand positioning into real-world presence.

Prior to her current role at New Balance, she held positions in global sportswear across sports marketing and brand communications, as well as at an athlete agency specialising in football athlete marketing and creative positioning.