Vesna Koller is Head of Group HR at Infront Sports & Media, the global sports marketing agency headquartered in Zug, Switzerland. The company was named one of the Most Attractive Employers in Sport in the 2026 report published by iWorkinSport. This interview is part of the series featured in the publication.
The 2026 study gathered responses from 1,051 people representing 58 nationalities and living in 50 countries, with three quarters already working in sport. Respondents selected their preferred employers from category shortlists, considering the same job description and salary adjusted for the cost of living in each country. For the Overall ranking, they answered one open-ended question: “What would you say is the employer of your dreams in sport?” No shortlist was provided, and only one organisation could be named.
The report presents rankings across ten categories: Football Clubs, Sports Teams (other than Football), Sports Leagues, Sports Governing Bodies, Event Organisers, Sports Marketing Agencies, Sponsors, Sporting Goods Brands, Sports Tech Companies, and Media & Broadcast, alongside the Overall ranking. It also features interviews with industry leaders about their organisations, the changing world of work and building a career in sport.
Interview with Vesna Koller, Head of Group HR at Infront Sports & Media
Infront has once again performed exceptionally well in the MAES survey and strengthened its position among the industry’s most attractive employers. What do you believe is driving this sustained appeal, and how do you ensure it translates into an authentic employee experience?
One of the things that stands out most about Infront is how strongly people identify with the organisation and the impact of their work. Our employees have the opportunity to contribute to some of the most recognised sports properties in the world and to help create experiences that bring sport closer to fans and participants everywhere.
I believe this combination of purpose, visibility and impact is a key reason why Infront continues to be recognised as one of the most attractive employers in sport. Our purpose is to unite people in sport and enable them to live their passions and dreams. This is more than a statement on a wall. It's something employees can relate to and see reflected in their day-to-day work.
To ensure this translates into a real employee experience, we focus on listening to our people, maintaining an open dialogue, and creating opportunities for development and growth.
The sports industry is being reshaped by artificial intelligence, data, changing media consumption and new commercial models. Which capabilities will become most important at Infront over the next few years, and how are you helping employees develop them?
The pace of change is accelerating across all industries, and sport is no exception. As fan behaviours, digital platforms and commercial models continue to evolve, employees will increasingly need strong business understanding, confidence working with data and an openness to new technologies. At the same time, I believe the most important capabilities for the future will be adaptability, curiosity and continuous learning.
Technical skills will always need to be refreshed and expanded, but success in a rapidly changing environment also requires a mindset that embraces change and sees it as an opportunity for growth.
At Infront, we support this through learning and development opportunities, knowledge sharing, and opportunities to take on new challenges. Our objective is to create an environment where people can continue to develop and remain ready for the opportunities and changes ahead.
As AI becomes increasingly present in recruitment and everyday work, where can it add genuine value at Infront—and where do human judgement and personal interaction remain irreplaceable?
As AI becomes increasingly integrated into recruitment and everyday work, it can create value by reducing administrative effort and improving access to information, allowing people to focus on higher-value activities. In recruitment, it can help streamline certain stages of the process, enabling recruiters and hiring managers to spend more time engaging with candidates and building meaningful connections.
At the same time, I believe that the rapid advancement of AI makes human judgement and personal interaction even more important. Building relationships and trust, understanding context and exercising judgement requires empathy and experience that technology cannot replace.
We see AI as a powerful enabler that can help us work smarter and more effectively. However, its greatest value comes when it complements human expertise rather than replacing it.
Infront operates across numerous countries, sports and business areas. How can employees build a career across that international network, and how do you encourage internal mobility and collaboration between teams?
One of Infront's core strengths is our international footprint and the diversity of our business. Employees have the opportunity to work with colleagues across different countries, sports, functions and business areas, which creates a truly dynamic and international working environment.
Collaboration across teams and locations is an important part of our culture. Whether through day-to-day project work, major events or cross-functional initiatives, employees regularly connect with colleagues from across the organisation and gain insights into different areas of the business.
A great example is our annual Collaboration Week at our headquarters in Zug, where colleagues from across the organisation come together to share knowledge, build relationships and learn from one another. By fostering these connections, we help employees broaden their experience, expand their networks, and continue to grow personally and professionally.
Looking ahead, which roles or professional profiles do you expect to be most in demand at Infront, and what should candidates demonstrate beyond a passion for sport?
While specific skill requirements will continue to evolve, I believe there will be growing demand for professionals who are adaptable, curious, and comfortable working in an increasingly digital and data-driven environment.
Beyond technical expertise, the people who thrive at Infront are those who have a growth mindset, strong communication skills, and the ability to build relationships and work effectively with others. Passion for sport remains a great foundation and is something that connects many people across our organisation. However, we are equally looking for individuals who are eager to learn, open to new perspectives, and motivated to contribute to a collaborative and high-performing culture.