The global sporting goods industry has created a dedicated advocacy role to strengthen its engagement with policymakers worldwide. Alexandra Knezovich has joined the World Federation of Sporting Goods Industry (WFSGI) as Head of Global Public Affairs and Advocacy, underscoring the federation’s commitment to positioning the sector as a strategic partner on global issues.
The appointment advances WFSGI’s strategic plan under CEO Emma Zwiebler, who has prioritized proactive policy engagement as regulatory frameworks around sustainability, trade and labour practices have grown more complex across key markets.
Knezovich brings 15 years of experience building advocacy platforms and multi-stakeholder coalitions across Latin America, Africa, Europe and Asia. Her background spans global health, economic development, responsible business practices and ESG issues. She has worked with governments, international institutions, corporates, NGOs, donors and academic partners.
The role focuses on aggregating diverse stakeholder interests and helping the industry articulate a unified voice to decision-makers. Knezovich describes her mandate as bringing the industry’s passion and power to policymakers. Working with WFSGI members, she will sharpen the industry’s global voice to position sporting goods as a trusted partner in public health, economic development and responsible business practices.
Knezovich will be based at WFSGI headquarters in Bern, Switzerland. The federation encourages industry professionals working in advocacy roles to connect with her to share company priorities and coordinate positions.
