Anastasiya Ryaboshapka focuses on partnerships, athlete strategy and culturally led activations across football and lifestyle. She has spent 15 years building an international career across Spain, Germany and the Netherlands, developing a cross-cultural perspective on global sport and brand building.

She works directly with global athletes and leading football clubs, shaping partnerships into culturally relevant brand moments. Her remit includes athlete signings, club relationships and collaborations that extend beyond sport into broader culture. She has worked on key partnerships including Atalanta BC – securing stadium naming rights – as well as athlete signings such as Endrick and collaborations with platforms like Men in Blazers. Her work also includes culturally led activations that connect football with music and fashion, translating brand positioning into real-world presence.

Prior to New Balance, she held roles at adidas, working across global sports marketing and partnerships.