Gender Male
Alejandro Ugarrio is the Director of Atleti Lab and Deputy Director of Digital Development at Atlético de Madrid, where he leads the club's efforts in technological innovation and business transformation. Drawing on his extensive background across sports media and agencies, he focuses on integrating emerging technologies like AI and data
analytics to enhance fan engagement and operational efficiency. His leadership at Atleti Lab positions him at the forefront of the sports-tech ecosystem, bridging the gap between traditional football culture and the digital future.
