Hernando has almost 10yr. experience in Amazon, joining after an MBA in London Business School. He has been the Sports Category Leader for Amazon Italy & Spain for the last 4 years growing the business 5X. On top of this, he leads the Football Project at Amazon at Worldwide level, joining top business units (Merch By Amazon, Technology, AWS, Alexa and others) to help clubs and football organizations unlock their revenue potential through digital innovation, global reach and new technologies to bring them closer to their fans.