When Emy Casaletti-Bwalya was appointed Director of Marketing & Communications of the FIFA Beach Soccer World Cup, Seychelles 2025, it was more than a historic first for the continent; it was a deeply personal and professional milestone for one of Africa’s most seasoned sports marketing minds.
Having worked at the highest levels of global sport for over 40 years, Casaletti-Bwalya brought a rare blend of strategic vision, marketing expertise, and a passion for empowering women to the role. Here at gsport, we are proud to confirm that she delivered, helping to successfully stage the first-ever FIFA tournament on African soil in the island nation of Seychelles.
“Hosting the Beach Soccer World Cup in Seychelles was such an incredible experience!” says Casaletti-Bwalya.
“It reminded me of how powerful sport can be in bringing people together. I’m proud of how we, alongside government and the people of Seychelles, faced challenges head-on and created something truly historic.”
In a commercial career studded with the most illustrious of brand names, through to her agency, Optimize, her journey has consistently combined purpose with performance.
“At Reebok, I learned the importance of authenticity. At the 2010 World Cup and during my time at Kaizer Chiefs, I learned the value of detailed planning and managing large-scale events. And now, through Optimize, I’ve sharpened the art of long-term partnerships.”
That experience came to life in Seychelles, where Casaletti-Bwalya led a diverse team under unique conditions, with infrastructure challenges, tight timelines, and the pressure of meeting global standards in a small island nation.
“It pushed us to innovate. We built strong partnerships with government and community, and instead of seeing the limitations, we saw opportunities to do things differently.”
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As the 2023 gsport Award winner in the Women in PR and Sponsorship category, Casaletti-Bwalya has long been an advocate for visibility and recognition of women in sport, and she practices what she preaches.
“The visibility that gsport brings is a game-changer. It inspires others, breaks down barriers, and encourages sponsors to see the true value in investing in women.”
That ethos was evident during the World Cup, where women were placed front and centre. Casaletti-Bwalya highlights two standout leaders, Seychelles Minister of Sport Marie Celine Zialor, and the Mayor of Victoria, Lydia Charlie, both of whom were instrumental in shaping the tournament’s inclusive vision.
She then beams with pride talking about gsport Founder, Kass Naidoo, who was appointed MC of the official tournament draw. “Kass shone in a male-dominated football space, proving once again that when given the opportunity, women in sport deliver.”
With decades of experience linking global brands to sport, Casaletti-Bwalya knows what it takes to build meaningful, lasting sponsorships, especially for women’s sport. “It’s all about knowing your market, being authentic, and aligning visions.”
“Sponsors want stories of resilience, triumph, and empowerment, and women’s sport is rich with that. When there’s a real connection, those partnerships thrive.”
Looking forward, Emy is a firm believer in long-term legacy. For her, major events must spark sustainable growth, from the grassroots up.
“We have to use the momentum to improve facilities, develop talent, and build mentorship structures. Collaboration with global partners can take things further, but the core must come from within our own communities.”
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To the young women across Africa who dream of building careers in sport, Emy offers clear, powerful advice:
“Never underestimate the power of perseverance. Learn your craft, build a support network, and stay ready. Leadership requires constant growth. Be curious. Stay humble. Keep showing up.”
Main Photo Caption: FIFA Beach Soccer World Cup Seychelles 2025 Director of Marketing & Communications Emy Casaletti-Bwalya is seen pictured with Seychelles President, Wavel Ramkalawam. Casaletti-Bwalya’s appointment signified more than a historic first for the continent; it was a deeply personal and professional milestone for one of Africa’s most seasoned sports marketing minds. All Photos: Supplied
Photo 2 Caption: She calls the Beach Soccer World Cup in Seychelles ‘An incredible experience!’, ‘Creating something truly historic.’
Photo 3 Caption: Casaletti-Bwalya has long been an advocate for visibility and recognition of women in sport, and she practices what she preaches.
Photo 4 Caption: ‘Sponsors want stories of resilience, triumph, and empowerment, and women’s sport is rich with that.’ – Casaletti-Bwalya
Photo 5 Caption: Casaletti-Bwalya led a diverse team under unique conditions with many challenges, and the pressure of meeting global standards.
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