Madrid, Community of Madrid, Spain
20+ years turning licensing, retail and sponsorship into real, measurable revenue for sports, fashion and entertainment brands. I believe in work and trust in the attitude. I've led business growth at the intersection of sport, luxury and fashion — building and scaling retail, licensing, partnership and sponsorship strategies for some of the most recognized names in the industry: football clubs like Atlético de Madrid, Athletic Club de Bilbao, Granada CF (DDMC) and Real Sporting de Gijón (Orlegi Sports), alongside global brands such as Adidas, Ralph Lauren, Zara (Inditex) and Levi Strauss. My focus: identifying where a brand is leaving money on the table — whether in retail operations, technical sponsorship deals, licensing structures or partnership models — and building the business plan, P&L and execution strategy to fix it. I've done this across national and international markets, including the Netherlands, Sweden, Norway, Denmark, Greece, Cyprus and Turkey, leading both back-office and front-office teams through hiring, training and day-to-day management. Beyond client work, I teach Sport Marketing, Tech Sponsorship, Merchandising & Retail, and Fashion Beauty MBA programs at LaLiga Business School, UAX Rafael Nadal Business School, PONS Business School and UE European University — because I believe the best way to stay sharp in this industry is to keep explaining it to the next generation. I work the way I lead: disciplined, demanding when it matters, and always approachable. I value people and results equally, and I believe trust is built through attitude, not just track record. If you're building — or fixing — a business strategy in sport, fashion or entertainment, let's talk.
Leading licensing, retail and sponsorship strategy for sports properties, brands and talent across football, fashion and entertainment. Advising clubs and rights holders on commercial structuring, technical sponsorship search, and brand monetization. Design and deliver retail and licensing strategy proposals for professional football clubs and sport federations, structured across five business pillars: Property, Fan, System, Model and Value. Lead technical sponsor search and negotiation processes for clubs seeking to optimize or replace kit supplier agreements. Develop go-to-market and brand visibility strategies for talent and brand launches, including media planning across TV, press, digital and social channels. Build commercial proposals, KPI dashboards, business plans and marketing calendars for clients across sport, entertainment and consumer brands. Manage multi-stakeholder relationships across agencies, federations, brands and athlete representation. Keywords: Licensing Strategy | Sponsorship | Retail Strategy | Brand Partnerships | Commercial Development | Sports Business Consulting
Guest speaker for the "Master in Global Sports Marketing" and "Master en Marketing Deportivo", sharing real-world expertise on sponsorship, retail and licensing strategy in professional sport. Keywords: Public Speaking | Sports Marketing Education | Industry Expertise
Defined venue vision and strategy aligned with investment fund objectives, owning brand management, business planning and full P&L. Maximized profitability across ticketing, F&B, sponsorship and private event rentals, controlling costs across talent, production, staffing and marketing. Negotiated with agencies, promoters and artists to secure bookings aligned with target audience; built sponsorship and brand partnerships to expand venue reach. Managed relationships with investors, partners, local authorities and legal stakeholders. Oversaw all departments — programming, production, marketing, venue staff and security — and led promotional campaigns and digital strategy to drive ticket sales and audience engagement. Keywords: Venue Management | P&L Ownership | Sponsorship & Partnerships | Brand Management | Live Entertainment
Leading all revenue-generating business units for the club — Sponsorship, Hospitality/VIP, Matchday, Membership and Retail — reporting directly on P&L performance and growth targets. Grew sponsorship revenue +17%, closing 3 new sponsorship deals and achieving 100% renewal rate across existing agreements. Increased VIP hospitality capacity +32%, driving membership revenue +7% and matchday revenue +16%. Delivered +9% growth in physical retail sales and +11% growth in ecommerce. Own full commercial strategy and budget for the club's revenue business units, aligning sporting, commercial and institutional priorities into a sustainable business model. Lead cross-functional teams across sponsorship, retail, hospitality and membership to execute against revenue targets. Keywords: Revenue Growth | P&L Management | Sponsorship Sales | Hospitality & VIP | Membership Revenue | Retail & Ecommerce | Football Business
Oversaw the club's full business strategy across sponsorship, retail, ecommerce, merchandising, innovation and institutional relations. Grew sponsorship revenue +17%, closing 3 new sponsorship deals and achieving 100% renewal rate across existing agreements. Secured a new 5-year technical sponsor deal with Adidas. Increased VIP hospitality capacity +32%, driving membership revenue +7% and matchday revenue +16%. Launched Spain's first interactive digital stadium tour, achieving 77% overall matchday attendance (21/22 season). Delivered +11% growth in physical retail sales and +8% growth in ecommerce. Negotiated sponsor and supplier contracts, developing new partnership opportunities to expand club revenue and brand presence. Built and led the business team — recruiting, training and structuring departments across sponsorship, retail, ecommerce, merchandising, exploitation, protocol and institutional relations. Set company policies, sales targets and budgetary controls, identifying cost efficiencies to improve financial performance. Aligned sporting, commercial and institutional priorities into a single sustainable business model. Keywords: Business Development | Sponsorship Negotiation | Technical Sponsor Deals | Retail & Merchandising | Ecommerce | Digital Fan Experience | Institutional Relations