alastair marks appointed as new Chief Executive Officer at the homeless world cup foundation
The Homeless World Cup Foundation is delighted to announce the appointment of Alastair Marks as Chief Executive Officer (CEO).
Alastair brings 28 years of senior leadership experience across sport, social impact and commercial partnerships, including CEO roles at British Rowing (and as an Interim CEO at Archery GB and British Gymnastics), and senior positions with organisations such as the Lawn Tennis Association, Rugby Football Union, McDonald’s, Sainsbury’s and Nielsen Sports.
Across his career, he has led organisations through periods of transformation, consistently combining purpose and performance, securing new revenue, improving governance, modernising operations and growing participation.
Alastair Marks, new Chief Executive Officer at the Homeless World Cup Foundation
Most recently, following an extensive search led by Ben Walker at Carlyle Associates in Edinburgh, Alastair has been working closely with the Homeless World Cup Foundation as Business and Strategy Advisor, leading the development of a new future-focused strategy designed to build on the organisation’s extraordinary legacy while significantly scaling its global reach, fundraising capability and influence.
His appointment as CEO reflects the Board of Trustees’ confidence in this direction and his deep alignment with the Homeless World Cup Foundation’s mission and vision.
At the Homeless World Cup Foundation, Alastair will focus on:
Delivering a clear, ambitious global strategy aligned to the needs of our global Homeless World Cup Member Countries and network.
Building sustainable funding and commercial partnerships to scale impact.
Strengthening collaboration across the Foundation’s 73 Member Countries
Deepening relationships with global partners including UN-Habitat, FIFA and aligned institutions.
Investing in digital capability, storytelling and advocacy to amplify the voices and impact of people with lived experience of homelessness
Speaking on his appointment, Alastair said:
“The Homeless World Cup Foundation and annual tournament is one of the most powerful examples of how sport can change lives, shift perceptions and influence systems.
“I am hugely proud to take on the role of CEO and to work alongside the Board of Trustees, our global Member Countries, partners, dedicated staff and our players to build the next chapter of this incredible movement - one that is financially sustainable, globally influential and relentlessly focused on impact.”
Alastair attended the Oslo 2025 Homeless World Cup held in Norway’s capital city last August, where he saw first-hand the transformative impact of the tournament on players, partners and host cities. Experiencing both the power of the football on the pitch and the wider influence of the Cities Ending Homelessness Forum off the pitch.
Alastair was inspired by the Homeless World Cup Foundation’s ability to drive meaningful social change through sport, policy and collaboration.
Alastair was in attendance at the 20th edition of the Homeless World Cup in Oslo
Image: Donnie Nicholson
Mel Young, Homeless World Cup President and Co-founder said:
“Alastair brings the leadership we need for the next phase of the Homeless World Cup Foundation’s journey. Alastair is someone who can protect our purpose while strengthening our organisation for long-term impact.
“He shares our belief in football as a force for good and has the experience to help us grow our reach, support our existing staff and Member Countries, our partnerships and our voice on the global stage.
“I’m delighted to welcome him as CEO.”
Carlyle, a UK wide Executive Search firm with an established and growing presence in Edinburgh and London, supported and played a key role in Alastair's appointment and also assisted the Homeless World Cup Foundation with our appointment of five new Board Trustees in 2025.
With the Homeless World Cup returning to Mexico City in 2026, the year ahead represents a landmark opportunity for the Foundation.
The 21st edition of the tournament will take place in Mexico’s capital city shortly after the FIFA World Cup, positioning the Homeless World Cup on the global football stage at a moment of heightened international attention.
Alongside the return of the Cities Ending Homelessness Forum, this moment will unite players, Member Countries, cities and partners from around the world, reaching global audiences to share the power of the tournament and amplify the Foundation’s year-round work to end homelessness through football.
A world without homelessness.
That’s the goal.