Leadership
1.A letter from the President
Dear partners,
When we founded PEFA™, people asked me whether football could survive without uncertainty. I understood the question. I did not accept its premise.
Football was never about uncertainty. It was about belonging. And belonging, properly structured, is recurring.
For too long the game asked its most loyal people to carry risks nobody had priced: relegation, qualification, the ninetieth minute. We asked a different question. What if nobody had to lose, except in ways we could forecast?
The answer is the Superior League. Fifteen founders, secure in perpetuity. Five partners from around the world, invited every summer. Venues where the weather is always right. Technology that sees the match more clearly than any of us, and explains it afterwards so that we do not have to.
Some have said that we took the game. I will be as clear now as I was in Dublin: we have not taken the game from anyone. We have asked them to subscribe. Many have. The rest remain welcome to, at the tier that suits them.
I am often asked what comes next. I will not say. Not because I do not know, but because three of our objectives are redacted, and I would not wish to spoil them.
The results will remain unscripted. You have my word on that, and my word is, as ever, non-binding.
With gratitude, and under continuous review,
Giacomo InfamtinoPresident
2.The President
Giacomo Infamtino
President
Giacomo Infamtino has spent his career reorganising things that were working into things that were recurring. He is PEFA’s first and only President.
2009
Graduates, with distinction, in organisational design. His thesis argues that every institution is a subscription waiting to be recognised.
2012
Reorganises a regional lottery into a subscription. Ticket sales fall. Revenue rises. He calls it “the first proof”.
2017
Reorganises a luxury hotel group into a hospitality experience platform. The hotels remain. The rooms are renamed tiers.
2022
Reorganises a national orchestra into a licensing catalogue. The orchestra continues to perform, under licence.
2033
Joins the advisory board of the Global Broadcast Rights Consortium.
5 May 2035
The Consortium is dissolved.
14 May 2035
PEFA™ is incorporated in Luxembourg, with Infamtino as President. He describes the nine days in between as “a transition”.
2035
Delivers PEFA’s launch address from a data center in Dublin.
“We have not taken the game from anyone. We have asked them to subscribe.”
He does not have a favourite club. He has fifteen, and five more each summer.
3.The Board
Dr Helena Voss-Aldridge
Chief Inevitability Officer
Leads long-range planning. Dr Voss-Aldridge has never been surprised by an outcome, and considers surprise a failure of preparation. Her office forecast the 2035 collapse in detail and chose, for commercial reasons, not to mention it.
Marcus Thornbury
Chief Financial Officer
Responsible for revenue that is guaranteed irrespective of results. Before PEFA he ran treasury for a sovereign stadium fund. He describes the Superior League’s income as “the most predictable thing in sport, including the kick-off time”.
Priya Kallend
Chief Engagement Officer
Oversees the Superior League app™ and the TokTok partnership. Under her leadership, every Superior League asset displays its reach. She regards a supporter who is not engaging as a supporter who has not yet been reached.
Anders Kvist
General Counsel
Leads PEFA’s legal function, including the non-recognition of legacy supporter-trust proceedings and the trademark review of the word “football”. He has not lost a case, having declined to recognise any.
Céline Marchetti-Brandt
Chief Supporter Tolerance Officer
Owns the Supporter Tolerance Index, PEFA’s measure of how much change supporters will accept before they notice. The Index has exceeded its target in every quarter since incorporation.
Tomasz Wierzba
Director, Superior Venue™
Runs the venue programme with Microsack. He holds the pitch at nineteen degrees and the atmosphere within tolerance, and has personally approved every chant in the current catalogue.
Olusegun Adeyemi-Clarke
Chair, Global Inclusion Committee
Redacted: Chairs the Committee that assesses applications to the Synergy Draft™. In keeping with the Committee’s practice, the reasoning behind his appointment has not been published, and nor has this biography.
- Broadcast partner:
- Observer. Non-voting. Decisive.
- Supporter representative:
- Vacant. Under review.
All Board members are appointed by the President, on the recommendation of the President.