Euroleague Basketball has announced the appointment of Marta Álvarez Escudé as its new Chief Digital Officer. She will also serve as a member of the Euroleague Basketball Executive Committee.
The Spanish-born executive, with over 15 years of experience in e-commerce and digital transformation, will lead Euroleague’s digital strategy and oversee the development of Euroleague Basketball’s digital platforms. “Beyond the digital sphere, Marta will play a key role in strengthening the business side of the league, leveraging technology and data to unlock new revenue opportunities, enhance commercial initiatives, and deliver added value for partners and stakeholders,” the organization added in a statement.
Euroleague Basketball increased its subscribers
Alvarez worked for five years at Amazon in the UK, including as Category Leader. Most recently, she served for two years as Director for Southern Europe at networking service Nextdoor. From 2019 to 2022, she was Global Digital Director at Affinity Petcare. From 2017 to 2019, she led the Iberian operations of last-mile logistics platform Stuart. She also previously worked for five years at Procter & Gamble.
Euroleague Basketball manages men’s basketball competitions EuroLeague and BKT EuroCup, as well as the Adidas NextGen EuroLeague, a boys’ basketball tournament for European clubs in the under-18 category. In addition, it brings European basketball to the sports community across five continents through the OTT platform EuroLeague TV, which recorded a 32 percent increase in subscribers last season.
Only in the last few months the NBA is forcing its NBA Europe project.
