Azerbaijan Trailblazer Shaping a Bold Vision for Empowerment and Equity in Sports

Sakina Valiyeva is a change maker and alumni young leader of the International Olympic Committee (IOC). She is also a Marketing Director of the National Olympic Committee of the Republic of Azerbaijan, where she created and implemented marketing and communication strategy for Team Azerbaijan for several Olympic cycles, such as Rio 2016, the Buenos Aires 2018 Youth Olympic Games, Tokyo 2020, the Lausanne 2020 Youth Olympic Games and Paris 2024.

She was the first Azerbaijani member appointed to any IOC’s commissions and was enrolled in IOC’s Olympic Channel commission from 2020 until 2022. Sakina was also a speaker in multiple regional and international marketing seminars related to the sport management and marketing. All these highlight her expertise in sports marketing and project management at a regional and international level.

Her commitment to sports is matched by her dedication to promoting healthy lifestyles, gender equality, and community engagement. Sakina initiated and co-founded the Olympic Culture and Education Program covering 200,000 schoolchildren locally and globally that promotes the United Nations’ Sustainable Development Goals 3, 5 and 13.

As an expert in the field, Sakina has achieved notable success in marketing and project management and is devoted to creating opportunities that advance gender equality and athlete transitions in sports. By leading through example and resilience, Sakina aims to inspire individuals to realize their full potential and contribute positively to society, leaving a meaningful impact on the world.

Sakina will be mentored by Breanne Carpenter, Group Media Director, Strategy and her team at Saatchi & Saatchi in Los Angeles, California.