Executives

Javier Tebas Medrano, who holds a law degree from the University of Zaragoza, has been president of LALIGA since April 2013. He was re-elected to this position for a further four years in 2016, 2019 and 2023. He was previously elected vice-president of LALIGA in 2001, and in 2003 he became a representative of the so-called G-30, a group comprising 30 LALIGA clubs for the joint negotiation of their audiovisual rights.

Javier Tebas' presidency of LALIGA has focused on three key areas: economic oversight, the centralised sale of audiovisual rights, and the competition’s internationalisation strategy.

The first major milestone of his presidency was to successfully control the finances of Spanish professional football, allowing clubs to reduce their debts and eliminating late payments to players.

Another major achievement during his term as president was the centralised sale of audiovisual rights, through Royal Decree Law 5/2015, which has allowed all LALIGA clubs to significantly increase their revenues.

Internationalisation is equally one of the hallmarks of LALIGA since the arrival of Tebas. It is based on three important pillars: a network of international offices (11 worldwide), the extensive LALIGA Global Network of delegates (35 members distributed across five continents) and three Joint Ventures in different parts of the world.

Additionally, innovation, technological development and a data-driven approach centred on Business Intelligence and Analytics, as well as the fight against audiovisual fraud, are integral parts of his strategy and deeply rooted in the DNA of LALIGA and its clubs.

Since becoming president of LALIGA, Javier Tebas has participated as a speaker and lecturer in different global forums such as Sportel, Web Summit, World Football Summit, Thinking Football Summit, FT Business of Football Summit, and Soccerex Miami, among others. He has served as a lecturer for numerous courses, master's programs, and university or private diplomas in the fields of commerce and sports (including institutions such as ISDE, Illustrious Bar Associations, Master’s in Sports Law at the Real Madrid University School run by the Universidad Europea, LALIGA Business School, etc.).

Javier Tebas has been a practising lawyer since 1987 and founded his own firm specialising in Corporate Law, later extending his areas of specialisation to Sports and Bankruptcy Law.

His first direct connection with the world of football came in 1993, when he was elected president of Sociedad Deportiva Huesca, a position he held until 1998 (when it played in the 3rd Division and Second Division B). Later, he became a director of C.D. Badajoz S.A.D. and C.D. Toledo S.A.D.

Javier Gómez Molina has been the Corporate General Director of LALIGA since October 2021, following an initial period from 2013 to 2019.

Under his leadership, LALIGA implemented Economic Control in 2013, a self-regulation system that has practically reduced to zero both the debts of clubs with the Public Administration (€650 million) and player complaints over unpaid wages (341 cases).

Prior to his position at LALIGA, he worked for AC Talent Sports & Entertainment from January 2020 until 2021. From 1999 to 2012, he held various positions of responsibility at Valencia CF; he was Chief Financial Officer for the first nine years, then General Manager, and in the last three years, Executive Vice President and Chief Financial Officer.

Gómez holds a degree in Business Studies from the University of Valencia, a Master's degree in Taxation from the Colegio de Economistas de Valencia and the Centro de Estudios Garrigues I Law & Business School. He also has extensive training in preparing for public competitive examinations (tax, commercial, civil law, etc.) and has completed various courses related to economic and financial matters.

Jorge de la Vega has been the Executive Director of LALIGA since January 2024, and previously served as Commercial and Marketing Director since joining the company in 2020.

Under his leadership, LALIGA has evolved and transformed its sponsorship strategy, culminating in the alliance with EA SPORTS in 2023. Through this partnership, the company not only became the title sponsor of LALIGA but has also created a revolutionary symbiosis in football to break down barriers between the physical and digital worlds.

Previously, Jorge de la Vega was the Director of Sponsorship Activation at Real Madrid CF, where he had a career spanning over 14 years dedicated to sales, sponsorship commercialisation, advertising and player image rights, and sponsorship activation. Before that, De la Vega worked in consulting in the technology sector at IBM, and later in Human Resources at the company Michael Page.

He holds a degree in Business Administration from RCU Mª Cristina (Univ. Complutense de Madrid). Master’s in Management of Sports Entities from the Johan Cruyff Institute.

Leticia de Zuloaga has been International Managing Director at LALIGA since March 2026. Prior to that, she held the post of Director of Global Communications since 2023. In this new capacity, she leads the organization’s international operations, with direct responsibility over its global offices and the objective of driving LALIGA’s international growth in alignment with the company’s strategic priorities.

With more than 16 years of experience in communications, marketing, and entertainment, she has led the development and consolidation of global brands across both Spanish and international markets, combining strategic vision with strong execution capabilities in high-demand environments.

Prior to joining LALIGA, she led the Communications team for Amazon Prime Video and Amazon Music in Spain and Portugal for over four years, where she built the department from scratch for the company’s streaming services. Previously, she served as Marketing and Brand Campaigns Director at SKY, playing a key role in the launch of the OTT platform in Spain.

From 2010 to 2018, she headed the Entertainment Division at MARCO agency, where she led Netflix’s launch in Spain for more than three years and managed communications for leading brands such as The Walt Disney Company, Mattel, and Activision Blizzard, as well as producing high-profile events for the entertainment industry.

She holds a degree in Advertising and Public Relations from Universidad San Pablo CEU and a Master’s degree in Marketing Management from EAE Business School.

Marta Alonso has been the Deputy Director to the Corporate General Management at LALIGA since 2024.

She joined LALIGA in 2016 and has held various positions of responsibility related to advising clubs - from monitoring insolvency matters to project finance. Since 2019, she has led the financial advice services for LALIGA clubs, serving as the head of Financial Law until her appointment as Deputy Director to the Corporate General Management. In her current role, she leads the financial supervision area of LALIGA clubs, including Economic Control and BOOST LALIGA.

Previously, she held various commercial advisory positions at law firms and at the Madrid Chamber of Commerce.

Marta Alonso holds degrees in Law and Business Administration and Management from the Universidad Pontificia de Comillas - ICADE in Madrid. She completed a Specialisation Programme in Financial Markets at the Instituto de Estudios Bursátiles (IEB). She holds a Master’s in Sports Law Specialisation from the LALIGA Business School, a Master’s in Access to the Legal Profession from IMF Business School, and has completed various courses in insolvency matters, debt restructuring, and economic-financial topics.

Víctor Manuel Martín Ortega has been Head of the LALIGA Presidential Cabinet Office since March 2020.

Between 1999 and February 2020, he was Manager and CEO of Club Deportivo Numancia de Soria, SAD, simultaneously holding the position of Second Vice President of LALIGA from June 2013 to February 2020, as well as being a member of the Management Body for the exploitation of audiovisual content of professional football competitions.

Víctor Manuel holds a Law degree from the University of Valladolid and is an Official of the Treasury Management Body in the Regional Government de Castilla y León, where he has held various positions.

Ángel Fernández joined LALIGA in 2019 as Head of Partnerships Strategy, and in 2022 he assumed the role of Global Brand Director, where he has led the redefinition and repositioning of the brand across its entire ecosystem.

Ángel Fernández has over 15 years of experience in the world of marketing and business strategy. He began his career at Spain’s first startup dedicated to online poker in 2007 as Marketing Director. In 2012, he founded an agency focused on digital strategy and marketing, developing business generation strategies for various sectors such as banking, insurance, and gaming. Prior to joining LALIGA, he held the position of Marketing Director (CMO) at the betting company Codere starting in 2014, where he created the company’s online division and led the expansion of the online business into different countries like Mexico, Colombia, Panama, and Argentina.

Ángel holds a degree in International Business from the University of Barcelona.

María José López Lorenzo has been the Legal Director of LALIGA since 2015.

Previously, she served as Legal Advisor for LALIGA from 2013 to 2015. Prior to that, she worked as a lawyer in the Legal Department (Dispute Resolution) of EY Abogados from 2008 to 2013. From 2005 to 2008, she was a litigation lawyer at Príncipe Abogados in Vigo. Additionally, she collaborated with the Official Chamber of Commerce, Industry, and Navigation of A Coruña during the year 2000.

María José holds a Law degree from the University of A Coruña and a Master’s degree in European Union Studies from the Salvador de Madariaga Institute of European Studies at the University of A Coruña (Jean Monnet European Centre of Excellence). Between 2000 and 2005, she prepared for the entrance examinations to the judiciary and the public prosecutor’s office.

Javier Gurrea-Nozaleda has been the Director of Sponsorships and Licensing at LALIGA since June 2024.

With over 20 years of experience in the sports industry and a solid track record in sports marketing and sponsorship, and licensing management, he worked at Adidas from 2012, holding positions such as Licensing Director, Sports Marketing Director, and Senior Director of International Business. Prior to that, between 2003 and 2012, he worked at Real Madrid in the activation and sale of global sponsorships.

Javier Gurrea-Nozaleda holds a Degree in Law and a Diploma in Business from the Universidad San Pablo CEU, and a Master’s in Telecommunications Law from the Universidad Pontificia de Comillas. Javier also has training in digital business programmes (DIBEX) from ISDI.

Alfredo Bermejo Gutiérrez has been the Director of Digital Strategy since April 2017.

Before joining LALIGA, he worked at Facebook from 2014 to 2017 as the Head of Strategic Partnerships for Spain and Portugal, acting as the main liaison with the media, sports, and entertainment industries in both countries.

Between 2007 and 2014, he worked as the Head of International Clients within the Sponsorship and Advertising Department of Real Madrid, where his main responsibilities included managing international sponsors, players’ image rights, and international tours. From 2004 to 2007, he worked at the multinational agency Ogilvy Action as an Account Supervisor.

He holds a Law degree from the Universidad Autónoma de Madrid and a Master’s in Marketing Management and Commercial Management from ESIC. He has over 10 years of experience in the sports industry.

Jaime Blanco Manrique is the Director of the Clubs Office which was created in January 2024 with the aim of functioning as an internal consultancy within LALIGA, open to all clubs to guide, support, and develop their different business areas, thereby enhancing their growth.

His career at LALIGA began in June 2018 as an Executive Agent to the Presidency. In 2020, he was promoted to Assistant to the Presidency, where he was responsible for leading the COVID-19 protocols and the testing programme for the 42 LALIGA clubs. Since 2022, he has coordinated LALIGA’s efforts to support the growth of the clubs within the framework of BOOST LALIGA.

Before his tenure at LALIGA, he worked at KPMG between 2015 and 2018, serving in the departments of Capital Structuring & Funding Solutions and Transaction Services, participating in projects at national and European levels. Prior to that, he served as a Trade and Investment Advisor at the Economic and Commercial Office of Spain in Montevideo.

Blanco holds a Degree in Business Administration and Management from the Universidad Pontificia Comillas – ICADE in Madrid, and a Master’s in International Business Management awarded by ICEX-CECO and the Universidad Internacional Menéndez Pelayo.

José Morejón has been Chief People Officer at LALIGA since March 2026, where he leads the Human Resources function, driving organizational transformation, talent management, and the company’s cultural evolution. He brings over 25 years of cross-industry experience, having worked across sectors such as pharmaceuticals, financial services, technology, and consulting in senior leadership roles.

He joined LALIGA from KPMG, where he led people consulting projects focused on transformation and technology. Prior to this, he spent the majority of his career at Banco Santander, holding positions such as Chief People Officer at Santander Digital Services, Global Head of HR Transformation, and Corporate Director of Talent Management. Earlier in his career, he worked at Roche Farma as Regional HR Director for Central America and the Caribbean, as well as in various global roles at the company’s headquarters in Basel. Throughout his career, he has accumulated more than six years of international experience across Europe and Latin America, having worked in Belgium, Switzerland, the United Kingdom, and Costa Rica.

José holds a Law degree, a Master’s degree in Human Resources from Centro de Estudios Garrigues, and an MBA from IE Business School. He is also certified in executive coaching and change management.

José Guerra Álvarez has been leading the Tactical Operations, Innovation and Technology Department since November 2024. He joined LALIGA in 2014, specifically in the Economic Control Area, and since 2016 has headed other key areas such as Travel, Purchasing, Demand Management, and Stadium and Infrastructure Management, significantly contributing to the development and modernisation of the organisation through his effective management of critical and strategic areas. He also oversaw the departments of Economic Control, Finance, and People Management. Between 2020 and 2021, José served as Corporate General Director, successfully participating in projects that marked LALIGA’s evolution.

With more than two decades of experience in strategic and operational management, his connection to professional football began in 2011 as Chief Financial Officer of Real Zaragoza, where he also sat on the Board of Directors during a period focused on the club’s economic restructuring. Prior to that, José accumulated solid experience in the real estate and sports sectors, holding positions such as Chief Financial Officer, Corporate Director, and CEO, and participating on boards of directors. His career was consolidated during a decade at Arthur Andersen (now Deloitte), where he led consulting and auditing projects for some of Spain’s leading construction and real estate companies.

José Guerra holds a Degree in Economics and Business Administration from the ETEA University of Córdoba.

José Antonio Montero has been the Director of Public Affairs & Institutional Relations at LALIGA since January 2023, following a previous three-year period as Deputy Director of Institutional Relations.

With extensive professional experience in sports management, he notably spent 19 years at the Spanish Basketball Federation (FEB), assuming responsibilities such as Executive Vice President and General Director (2016-2019), Director of International Affairs, Director of Organisation and Operations for the 2014 Basketball World Cup, General Director of the 2018 Women’s Basketball World Cup, General Director of EuroBasket 2007, and Director of the 2016 Men’s and Women’s Youth World Cup. He was a member of the Competitions Commission of FIBA and FIBA Europe (2002-2008 / 2012-2019) and served on the Competitions Commission of the Basketball Champions League. He also worked at the Higher Sports Council as Cabinet Director of the Secretary of State for Sport.

Among his professional distinctions are the Royal Order of Sports Merit in the Silver category, the Royal Order of Sports Merit in the Gold category (collective award to the Executive Committee of the 2014 Basketball World Cup organisation), Best Sports Manager of 2007 by the Catalan Association of Sports Managers, and First Prize in the “3rd Literary and Journalistic Prize Humanism and Sport 2000” for the study “Analysis of the Problem of Doping: Approach to an Economic and Social Reality.”

A former professional basketball player for 17 seasons (Joventut de Badalona, FC Barcelona, CSP Limoges, Spanish National Team), and an Olympian at Seoul ’88, Montero holds a Degree in Physical Activity and Sports Sciences (INEF Barcelona) and an International Master in Business Administration (MBA) from the Business Engineering School (La Salle-Manhattan College).

Keegan Pierce has been the Director of International Relations at LALIGA since 2024. He also oversees the LALIGA Office in the UK and Ireland, where he was appointed Regional Director in 2022. Previously, he served as LALIGA’s Delegate in the UK and Ireland from 2017.

Before joining LALIGA, Keegan worked with companies and brands such as Major League Soccer, Lagardère Sports, BAMTech, CaixaBank, Enel, and the Spanish Basketball Federation, completing a near 20-year career in the sports and entertainment industry.

Pierce is currently a Board Member of the Spanish Chamber of Commerce in the UK and a part-time lecturer in Sports Management at Esade Business School, where he earned his MBA. Additionally, he holds a Bachelor’s degree in International Relations from Georgetown University and has completed academic and professional programmes in Chile, Brazil, and the United States.

Miguel Ángel González de la Fuente has held the position of Corporate Chief Financial Officer at LALIGA since December 2018.

Prior to joining LALIGA, starting in 2008, he served as Chief Financial Officer in companies within the energy sector, as well as in banking and debt management. Additionally, between 2014 and 2015, he was Managing Director of Bomin Bunker Oil in Spain, a company dedicated to supplying marine fuel. Previously, from 2002 to 2008, he worked as a Financial Controller in various multinational companies in the tourism and leisure sector.

He has over 20 years of international professional experience, having worked in the United States, the United Kingdom, and France, and having led projects and managed companies in Germany, France, Finland, Greece, and Gibraltar.

Miguel Ángel holds a degree in Business Administration and Management from the Universidad Complutense de Madrid. In 2000, he completed his academic training at ESCP Business School in Paris, specializing in auditing, and also holds a Master's Degree in Financial Management from the Centro de Estudios Financieros in Madrid.

Rebeca Díaz is Director of Media Business at LALIGA, where she leads the business strategy and audiovisual development both nationally and internationally. With more than 13 years of experience in the sports industry, her career combines a strong global vision with deep expertise in the entertainment and media markets.

During her eight years at LALIGA’s U.S. office, Rebeca served as Delegate of the New York office, playing an active role in the organization’s international expansion. She led strategic projects with The Walt Disney Company focused on audiovisual content distribution, programming, and development.

After her time in the U.S., she returned to LALIGA’s Presidential Cabinet to oversee the audiovisual intelligence business vertical, and a year later was appointed Director of Media Business, where she coordinates the area’s global operations.

Before joining LALIGA, Rebeca worked at Sportfive, one of the world’s leading sports marketing agencies. From the company’s offices in Germany and Manchester, she contributed to revenue maximization and commercial development for various European clubs within the agency’s portfolio, helping to strengthen their sponsorship and marketing strategies.

Rebeca holds degrees in Law and Journalism from Universidad Carlos III de Madrid and an MBA from New York University (NYU). She studied at the German School of Madrid and is fluent in five languages, reflecting her international and multicultural profile.

Marta de Benito has held the position of Director of Project Office within the Office of the President at LALIGA since October 2025. Since joining the organization, she has worked across several departments, including the Office of the President, where she contributed to the management of LALIGA’s strategic projects; the Institutional Relations department, where she promoted collaboration initiatives with national sports entities such as professional leagues, sports federations, or Aficiones Unidas; and the International department, where she served as LALIGA’s delegate in Israel.

Prior to joining LALIGA, she worked in the education sector, managing academic institutions between 2016 and 2018.

She holds a degree in Psychology from the Universidad Autónoma de Madrid and an MBA in Sports Business and Law from the Centro de Estudios Garrigues.

Álvaro Alfonso has served as Director of Domestic Audiovisual Business since 2026, leading LALIGA’s domestic audiovisual business verticals, including rights commercialization, operator relations, LALIGA BARES and LALIGA+. He joined LALIGA in 2019 as Head of National Television Operators.

Álvaro has more than 10 years of experience in marketing and business development. Prior to joining LALIGA, he worked within Vodafone’s Enterprise Business division, holding positions across Marketing, Go-to-Market, Television and Digital Strategy. He also held roles in Trade Marketing at Sandhills Publishing and Strategic Marketing at STEL Solutions.

Alongside his professional career, Álvaro has developed extensive postgraduate teaching experience at leading business schools and universities, including ESIC Business & Marketing School, IE Business School, ADEN Business School, Madrid School of Marketing, Universidad Francisco de Vitoria and Universidad Complutense de Madrid.

Álvaro holds a Degree in Business Administration and Management from the University of Murcia and a Master’s Degree in International Management from IE Business School.

Bernardo Hermoso has served as Director of Growth and Data Intelligence at LALIGA since January 2026. In this role, he leads the company’s cross-functional Growth strategy, focused on scaling the business efficiently through a data-driven approach and measurable results.

Bernardo joined LALIGA in February 2021, where he led the Growth and Fan Engagement team for five years. During this period, he drove the evolution of the organization’s end-to-end growth model—covering acquisition, activation, retention and monetization—by combining data activation, funnel optimization and large-scale personalization to maximize return on investment.

He brings more than 15 years of experience in the sports and entertainment industry, having worked on projects and products associated with global intellectual properties such as the NBA, Formula 1, MotoGP and WWE, within multinational companies including Take-Two Interactive and Codemasters (EA).

Bernardo holds two bachelor’s degrees from Universidad Complutense de Madrid: one in Advertising and Public Relations and another in Journalism. He also holds the CAP teaching qualification from Universidad Camilo José Cela, which supports his work as a lecturer and speaker, including contributions to the LALIGA Business School and participation in national and international events.

Prasanna Kumar Ballepalli has been Global Head of Technology, Innovation & Artificial Intelligence at LALIGA since March 2026. In this role, he leads the organization’s global technology strategy, driving the adoption of artificial intelligence, the development of advanced technology platforms, and the digital transformation of LALIGA’s ecosystem worldwide.

He is recognized for his leadership in enterprise AI strategy and the development of large-scale technology platforms that transform global organizations. With over 15 years of international experience in systems architecture, artificial intelligence, and engineering leadership, he has built and led global teams across Europe, Asia, and the Americas. Before joining LALIGA, he served as AI Engineering Leader & Chief Architect at Deloitte Spain, where he built and scaled the artificial intelligence and GenAI practice for large organizations in sectors such as banking and the public sector. Between 2018 and 2024, he led global Automation & AI Innovation initiatives at Prosegur’s Global Center of Excellence, developing advanced automation solutions and deep learning models at an international scale. Earlier in his career, he contributed to projects for organizations including TCS, Morgan Stanley, and DNB Bank. In addition to his corporate career, Prasanna is an active thought leader in artificial intelligence and automation. He is the author of the Blue Prism Master Class series and has received the Blue Prism Global Innovation Award twice (2020 and 2021).

He holds an Executive MBA from IESE Business School and a degree in Computer Engineering from Andhra University (India).