Senior Sports Industry Expert with 25 years’ experience in Executive Management, Commercial Growth, Talent Management, Strategy, Content, Digital, Data, Relationship Management, Marketing and Brand development. A Proven Sports Innovator and Transformational Leader, has created, developed and executed world first commercial opportunities at the highest level in Motorsport, Football, Athletics and Sailing, managed some of the largest global names in the football industry and lead the transformation of some of the most known football brands into global properties.

Started his professional career as a lawyer moving into motorsports and then football from 1995 onwards, first as commercial and sports agent for FIFA World Player of the Year Luis Figo, followed by the commercial and sports management of other global football stars like FIFA World Player of the Year Ronaldo Nazario and European Player of the Year Andryi Shevchenko. Has also assumed a strategic advisory relationship with Real Madrid CF in 2000, where he was responsible for the new club commercial model, for the acquisition of the first global main shirt sponsorship relationship with Siemens Mobile or the global followed transfer of star David Beckham from Manchester United. Retired from Sports Talent management at the end of 2006 to dedicate his efforts to Sports Transformation.

Over the last 11 years, has assumed a leading role as sports transformation evangelist, working in senior executive roles or provide C-level consultancy services to some of the world’s greatest brands in multiple sports: Red Bull, Ferrari, Lotus, A1GP, Manchester City FC and Valencia CF as well as assuming leading roles at commercial and innovation working groups at global soccer organizations such as the Premier League, La Liga or ECA. He is also a well-known speaker participating regularly at some of the world leading sports business forums.

Today, is considered to be one of the leading sports transformers in the world and is dedicating his time to advise different investors in sports properties and sports technologies, including advisory board roles at 11 different sports innovation organizations, as well as advising leading technology brands, digital and analytics agencies, sports leagues and sports organizations in their investments or work flows in the world of sports transformation. Interested and focused on innovation & technology integration in sports, Luis is a firm believer that sports are on the verge of a global disruptive cycle leaded by globalization, technology, consumer change, data and digitalization.

He is Chief Digital Transformation & Innovation Officer FIFA