Alex has worked in the sports sector for over 20 years, working for agencies and rights holders. His agency experience includes helping national governing bodies in the UK capitalise on the commercial opportunities around the London 2012 Olympics. This included work for British Athletics, British Cycling and British Triathlon.

He left CSM (now Wasserman) in 2013 to join Arsenal Football Club where he led the Partnership Development Team for 6 years helping to significantly grow revenues for the Club from partnerships and pre-season tours. During his time at the Club, he was also responsible for overseeing the establishment of a permanent office in Singapore and worked extensively across the Asia Pacific region.

In July 2019 Alex joined Real Madrid C.F. and after five years leading the partnerships, retail and licensing business, in July 2024 he was appointed as CEO of Real Madrid Estadio S.L., managing all the commercial activities of the Bernabéu Stadium following the completion of a 6 year long renovation transforming it from a football stadium to a year-round entertainment venue.