Alex is a seasoned sports business professional who spent nearly 20 years heading Nike’s Sports Marketing legal team in EMEA, where his team was responsible for some of the most high-profile deals in global sports — Federer, Nadal, Ronaldo, Serena, FC Barcelona, Chelsea, and the French Football Federation, among many others.

Since departing Nike, Alex has transitioned to the entrepreneurial side of the industry, working with House de Fútbol and Unordinary, boutique agencies focused on the professional and brand development of athletes. Earlier in his career, he was an associate at a large international law firm, working in New York, London, and Paris.

Alex is passionate about the power of sports and the stories athletes carry beyond the field. Drawing on his experience structuring landmark deals at Nike and now advising athletes, he brings a dual perspective to the conversation on what it takes to build an athlete’s brand with longevity and commercial impact.