Javier Martínez

Javier Martínez García

Expert in Fan Experience. Executive of Atlético de Madrid (2014-2017) and Disney (2001-2013).


English, Spanish


Specific topics

CRMContent MarketingSportbusiness growthcustomer experienceretail

Javier Martínez was born in Argentina, he studied Mechanical Engineering and later graduated in Graphic Design from the University of Buenos Aires. His professional career started in the Saatchi & Saatchi advertising agency as a junior creative director in graffiti.

His enterprising spirit has made Javier one of the greatest experts in the field of Fan Experience Management, combining his experience in the world of sports with his know-how in entertainment. In his lectures, he reveals the secrets necessary to reach the magical point in which companies turn their clients into fans, the most resounding success of marketing.

In 2014, Spanish football club Atlético de Madrid offered him the job of general business manager to lead its international expansion, increasing its main sponsorship revenues by 400% in just ten months. From 2016 to 2017, he led the design of the fan experience in the team’s new Wanda Metropolitano stadium.

During his time at Atlético de Madrid, Javier Martínez overcame cancer and a diagnosis that gave him just one week to live, an experience that taught him to value and enjoy the moment. A story of motivation and overcoming difficulties.

He founded his own strategy consulting agency at a young age. He is known for his long international experience in many countries, including Spain, Portugal, India, Mexico, Belgium, Italy, France, China and the United States and for speaking five languages. He has great strategic and commercial vision and leadership skills with multi-disciplinary teams.

In 2001, Javier Martínez started as general manager in Walt Disney Parks & Resorts for Spain and Portugal. He spent fourteen years with the company in a range of different posts of responsibility.

Before working for Disney, in 1995, he raised his professional profile with a Master’s Degree in Marketing and Commercial Management at ESIC, Madrid, where he settled permanently. This higher education opened the doors to Ernst & Young-Innova, where he worked as a Sales and Marketing director and, later he went to Havas Media, where he spent four years.

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