Marta Alvarez to lead the organization’s Digital and Technology Strategy
Euroleague Basketball Appoints Former Amazon Executive as Chief Digital Officer
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Euroleague Basketball is proud to announce the appointment of Marta Alvarez Escude as its new Chief Digital Officer (CDO). Marta will lead the organization’s digital strategy, with a focus on fan engagement, data-driven innovation and the evolution of Euroleague Basketball’s digital platforms worldwide.
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.
Marta brings over 15 years of expertise at the crossroads of technology, e-commerce, and digital transformation. At Amazon, she helped design and scale customer-focused digital initiatives, gaining deep knowledge of global online platforms. At Stuart, she led the Iberian operations of Europe’s leading last-mile logistics platform, a pivotal sector amid the rapid growth of e-commerce. At Affinity Petcare, she drove transformation projects that enhanced brand engagement and unlocked new digital channels to connect with consumers across international markets. Most recently, as Director for Southern Europe at Nextdoor, she expanded market presence and nurtured vibrant local communities, further honing her ability to scale digital ecosystems with impact.
“Marta’s blend of corporate experience and entrepreneurial leadership makes her the ideal person to accelerate our digital journey." stated Paulius Motiejunas, Euroleague Basketball CEO. "She has a proven record of building innovative platforms that put the user at the center, and we are excited to see her bring that vision to millions of basketball fans worldwide.”
Alongside her corporate achievements, Marta has been an active leader in the entrepreneurial ecosystem. As H2 Chapter Director in Barcelona, she has built bridges between global tech leaders and local innovators, mentoring founders and advancing conversations around growth, digital disruption, and the future of technology. Marta holds an MBA from Columbia Business School and a Master’s degree in Engineering from the Universitat Politecnica de Catalunya.
“Basketball has a unique power to connect communities, and I am thrilled to join Euroleague Basketball to help expand that connection through digital innovation. My goal is to create richer, more personalized experiences for our fans and partners, leveraging technology to bring the excitement of the game closer than ever,” stated Marta Alvarez.
In her new role, Marta will oversee the development of Euroleague Basketball’s digital platforms, drive fan data and engagement initiatives, build strategic partnerships with leading technology companies and identify commercial opportunities in the digital ecosystem. She will also serve as a member of the Euroleague Basketball Executive Committee, contributing to the organization’s overall strategic direction and innovation agenda.
Marta’s appointment comes at a time of remarkable growth for Euroleague Basketball’s digital and technology ecosystem. Euroleague.TV recorded a 32% increase in subscribers last season, the Fantasy Challenge reached a historic milestone of 310,000 users (+67%) and 550,000 teams (+79%), establishing itself as Europe’s leading basketball fantasy game, and the digital media ecosystem attracted 4.72 billion online viewers in clubs ‘local markets (+6%).