Deborah Martin has been a fixture in the entertainment industry for more than three decades, shaping the style and image, through strategy, of what has moved pop culture, primarily through the music industry but also in visual mediums. Her understanding of market demand and appeal has made her a sought after advisor for celebrities, companies and brands across the globe. Entering the world of sport, through football (world soccer) in 2010, her reach broadened and positioned her with greater international influence and activities. Based in Europe for well over a decennium, as one of very few woman and Americans in an executive position in world soccer, Deborah created change and brokered ground breaking deals and strategies – also championing and campaigning for the successful United bid for the 2026 World Cup to be held in the US, Canada and Mexico. Through her global work and travels, Deborah saw the opportunity through sport and entertainment to unite the world by giving its youth a real look at it, guided by their peers. Creating a docu-series named Project SAM, Deborah and her daughter, Sophie, relocated to Los Angeles from Italy in 2018. Project SAM unites – showing our world and its youth that we are more alike than we are different, while bringing people and places together. Community service and education are key elements of Project SAM and are things Deborah values greatly. Deborah is thrilled to work with the youth of her local community with UFC as she continues her work with children around the world.