“Artificial intelligence represents a great opportunity for the sports industry, both on and off the field”

Víctor Alvarado is a professor at Johan Cruyff Institute in Mexico and a professional with an extensive background in the sports industry. In this interview, he discusses how new technologies are transforming the way sports clubs and organizations operate and relate to their audiences

Victor Alvarado has extensive experience in the sports industry, including ten years at the Mexican Football Federation, where he served as Marketing Director. He is also the founder of Digifut.com and Invicto Sport Branding, companies specializing in marketing, technology, and consulting for the sports sector. Currently, he works as Senior Partnership Manager at OneFootball, a platform for football fans.

From his dual background as a Systems Engineer and Marketing graduate, Victor has a privileged perspective on how technology and marketing converge to drive innovation in sport. His approach combines data analytics, artificial intelligence, and creative strategies to optimize performance, increase brand visibility, and enhance the fan experience.

Victor, you have had a diverse career, from running technology companies to leading marketing strategies in large institutions such as the Mexican Football Federation. What key learnings would you highlight from these experiences, and how do you apply them to your current work in football?

I think the most important thing in all these years of my professional career and the most recent reflections I have made is that everything has been about having, let’s say, good foundations. By this, I mean being very clear about your premises and the bases of what you do. And here, I see it in two parts. On one hand, there is an ethical, professional, and personal aspect that everyone has. The second consists of both your experiences and your training.

In the most pressing moments or when I have had to undertake something uncertain, I return to those foundations, and they guide me. One thing I’ve learned is that I always have to stay tied to my foundation and beliefs regarding the sports industry, the football industry, and sports marketing.

How do you assess the evolution of digital transformation in football? Which areas still have the greatest potential for development?

I am a rare species because I have two academic backgrounds: one in systems engineering and the other in marketing and advertising. These two areas have increasingly overlapped over time, with a more blurred line between them.

Today, marketers in any industry have access to technology. However, they are not technology experts and sometimes don’t fully understand how technology works. I started out trying to do what is now called sports intelligence, focusing on match and performance analysis. Later, I transitioned—or the industry pushed me—toward social media.

The main challenge now is that marketers must understand the technological components driving daily activities. We live in an algorithmic world; everything today is based on algorithms. We want to achieve reach, connection, and engagement. All the KPIs related to marketing today are technologically dictated.

Digital transformation, business intelligence, artificial intelligence, and machine learning are still in their early stages in sports, especially on the commercial and marketing sides. On the field, however, there are more advances.

“In the sports industry, we face a significant challenge: understanding how technology can work in our favor”

You worked as Marketing Director at the Mexican Football Federation. From that experience, what do you think is the role of marketing in building brands in football?

There are three key elements to creating a great sports brand. The first is having a winning team, which gives fans hope for victory. In other sectors, we can control product quality, but not in this case. What we can control, and this is the second key element, is establishing an excellent administrative and financial structure. This means having the resources needed to achieve development and eventually sporting success.

The third is generating engagement with the fan community—building a strong relationship with your fans. When you understand these three aspects and consider your sporting context, available resources, and DNA, you can communicate effectively with fans and take actions to build a great brand.

A great brand at least requires the last two elements: a solid financial and administrative structure and strong fan engagement. This combination has helped many clubs navigate financial challenges thanks to their strong commitment to their fan base. I learned this while working with the Mexican National Team brand, where passion and pride permeate everything. Understanding this helped me navigate ten years of complex situations.

What strategies do you observe for the future in the way brands interact with fans?

Two key concepts in marketing today are fan experience and fan engagement. While they may sound new, they refer to longstanding practices. For example, improving a stadium relates to the fan experience, as does how you treat fans during ticket purchases.

Today, we can integrate much more data. With artificial intelligence, you can analyze sports data, macroeconomic data, and weather information to make better decisions. This requires significant effort, investment, and expertise. Other industries are ahead of the sports industry in adopting this technology.

This is why we need “playgrounds”—experimental spaces for marketing teams to step away from weekly matches and explore new technologies.

How do you think technologies like artificial intelligence will transform how clubs operate and connect with fans?

AI will bring significant changes in the next five years. Currently, we see a basic layer of AI, such as language models that provide structured responses and limited reasoning abilities.

“As these models learn, they will deliver even better results. This will lead to the creation of new roles, like data science specialists and AI trainers. Artificial intelligence represents a great opportunity for the sports industry, both on and off the field”

You are a teacher at Johan Cruyff Institute. How do you integrate your practical experience into the classroom?

It depends on the educational level. A diploma and an international master’s degree have different levels and demands. In diploma courses, I focus on foundational concepts. I teach the basics and how to build from them.

In the Master’s degree in Football Business, I delve deeper into these foundations—why they exist and their significance. We examine case studies, like the Bosman Act and its impact on global clubs. We also explore advanced topics and the practical application of theoretical knowledge.

Another dimension of your career involved founding two companies in Mexico linked to the sports sector. What advice would you give to aspiring entrepreneurs in this industry, and what challenges did you face?

Looking back, my first attempts were over 20 years ago, yet some principles remain unchanged. One is knowing which need you aim to fulfill. Many people lack a clear understanding of supply, demand, and needs in the industry.

For instance, when communication students propose a sports content website, I ask: How will it differ from established platforms like Marca or AS? It’s essential to understand what unique value your project brings. My advice is to challenge your ideas critically and align them with market needs.

How do you envision football in five years in terms of technology, marketing, and engagement?

I foresee significant regulation around AI and industries like betting. Social media may also face stricter rules, as seen in Australia with restrictions for minors. This could reduce market size and social media reach.

In response, many brands may adopt proprietary platforms, such as websites or apps, to retain control over their content.

“The sports industry risks lagging in these technological advances, as it often focuses more on day-to-day operations than future planning”

Few clubs or entities currently adopt a forward-looking approach. Interestingly, sportainment companies seem more agile and adaptive to these changes.

The academic legacy of Johan Cruyff

Cruyff Education

Cruyff Education offers programs to educate athletes, sport and business professionals to be leaders in sport management and consists of Johan Cruyff Institute (executive education), Johan Cruyff Academy (graduate degree) and Johan Cruyff College (vocational training). More than 10,000 students have been trained in our classrooms all over the world, on-campus, blended and online.

More information

Leave a Reply

Your email address will not be published. Required fields are marked *