Sports technology firm Sportian has unveiled Ottavio Mussari as the new head of its fan activation team.

Mussari’s role will primarily be focused on driving fan activation for clients through methods such as gamification, loyalty tools, and live broadcast integration.

It will also entail furnishing customers with a data-based framework for their content and advertising strategies, as well as helping to drive monetization across their digital platforms.

Mussari joins Sportian from US streaming service HBO Max, a subdivision of media conglomerate Warner Bros. Discovery, where he had served as growth marketing director for Europe, the Middle East, and Asia, since 2021, having joined as direct-to-consumer sales and marketing lead for Spain in 2017.

The Sportian brand was inaugurated in 2023 off the back of Spanish top-tier soccer competition LaLiga’s LaLiga Tech subsidiary following the beginning of a joint-venture agreement with software firm Globant.

LaLiga launched and separated its digital services into the LaLiga Tech company in late 2021 and subsequently became a joint venture in 2022 when Globant acquired a 51% majority stake in the company.

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Explaining the rebrand in an interview with GlobalData Sport, Alejandro Scannapieco, the chief executive of Sportian, said: “We want to become a global leader in terms of sports reinvention. We want to be more aligned with a technology company, the name LaLiga Tech still had the flavor of LaLiga and soccer and we want to be much more than that."

The league’s tech arm already has a portfolio of clients across the sports and entertainment industry such as MotoGP promoter Dorna Sports, Sky Mexico, Belgian soccer’s Pro League, Portuguese soccer's top-tier Liga Portugal, and the Royal Belgian Football Association.

It also works with North America’s Major League Rugby, teams in basketball’s NBA, and the World Padel Tour.

In total, it has more than 60 clients and a presence across North and Latin America, Europe, and Asia.