From Ecuador to Barcelona: Victor Menendez, ESEI Alumni Driving International Sports Innovation
Victor Menendez, an ESEI Business School alumni, has followed an unconventional professional path that took him from practicing law in Ecuador and the United States to working at the intersection of global sports, innovation, and international events in Barcelona.
After graduating with a law degree and practicing corporate, trust, and criminal law, Victor began to realize that the career he had built did not fully align with his personal interests. “It wasn’t really the thing that made me feel passionate,” he explains. That realization led him to reconsider his direction and search for a way to combine his long standing love of sports with practical business training.
This search ultimately brought him to Barcelona, where he enrolled in the MBA in Sports Management at ESEI Business School, a program that allowed him to pivot toward the global sports industry while developing the business and networking skills necessary to succeed in it.
Why ESEI Was the Right Step for Victor’s Career in Sports Management
Victor chose ESEI because of its practical approach and its strong connection to professionals working within the sports industry.
During his MBA, Victor had the opportunity to attend lectures from several professors who actively supported students in building connections and exploring career opportunities within the sports business world. Among them were Frank Hendrickx, who later invited Victor back after graduation to participate as a guest speaker in some of his classes, and Aarthi Rajaraman, who he describes as someone constantly looking for ways to help students expand their networks and create new professional opportunities.
Another important figure during this period was Josep Monti, whose classes introduced students not only to the technical aspects of the sports industry but also to the broader ecosystem that surrounds it. At the time, Monti was already working on building the first edition of what would become the Sports World Congress, an initiative aimed at connecting key stakeholders across the stadium and venue industry.
Alongside his academic work, Victor also served as Student Council President, allowing him to play an active role in student life while helping organize initiatives that connected students with professionals from the sports sector.
As part of the MBA requirements at ESEI, students need to complete an internship before graduating. Victor initially secured an internship opportunity with FC Barcelona, an experience he had been extremely excited about. However, due to internal changes within the organization, the position unexpectedly fell through at the last minute.
Although the situation was disappointing, it ultimately led to a different opportunity. After discussing the situation with ESEI Co-Director Carlota Estera, the decision was made to expand Victor’s responsibilities within ESEI and convert his work with the institution into an internship. In this role, he focused on helping strengthen the sports program, organizing events like TedX, and creating more opportunities for students to engage with professionals in the industry.
One of those initiatives included organizing invitations for sports management students to attend a sports business job fair in Barcelona. It was there that Victor unexpectedly reconnected with Monti. As Monti shared more about the vision behind the congress and the potential it had to grow into an international platform for collaboration and innovation, Victor quickly realized it was something he wanted to be part of. When the opportunity arose to join the team and help contribute to the development of the event, the decision felt natural.
That moment marked the beginning of Victor’s transition into the sports business sector.
Expanding a Global Sports Event
As part of the congress team, Victor helped grow the event from 25 stadiums to over 50 venues, arenas, and solution providers. “The first edition connected 25 stadiums with 25 innovative solution providers. I was driven by the goal to double that, and we nailed it! The latest edition included over 50 stadiums, arenas, and venues, paired with 50 solution providers, along with a broad network of partners and collaborators across multiple areas.” he says. The event showcased Europe’s top stadiums and venues alongside leading solution providers, transforming these spaces into premier destinations for sports, concerts, and entertainment.
The congress also aligned with Integrated Systems Europe, one of the world’s largest exhibitions for audio visual and systems integration technology held annually in Barcelona. This timing allowed the event to attract global innovators working in areas such as stadium technology, lighting systems, fan engagement tools, and digital infrastructure.
ESEI students also played an important role in the event’s operations. A group of ten students participated as volunteers, gaining firsthand experience in the organization and logistics behind an international sports business event.
“They were incredibly helpful and brought great energy to the event,” Victor says.
Victor’s Role as Sales Director in the Sports Business Sector
Today, Victor holds the title of Sales Director for the sports congress initiative, where he identifies and recruits companies that add value to stadiums, arenas, and venues. ‘I enjoy finding the right companies from each sector to cover everything a stadium could need, from next‑generation seating to cutting-edge lighting, A/V systems, security solutions, ticketing and access tech, video boards and fan engagement solutions,’ he explains. His responsibilities include identifying potential partners, engaging them, and convincing them to participate as solution providers.
Because the team is small, Victor also contributes to operations and coordination, demonstrating the interdisciplinary nature of work in sports event management. “Eventually it became all hands on deck. Everybody was helping out a little bit in every area,” he says.
An Unexpected Opportunity in the FC Barcelona Presidential Campaign
Following the momentum of the congress in February, Victor encountered another opportunity that emerged naturally from the relationships he had been building within the sports ecosystem.
Through industry connections, he was invited to join the Nosaltres campaign supporting Victor Font in the upcoming presidential elections of FC Barcelona.
Victor took on the opportunity during a brief window following the February edition of the Sports World Congress, a period when the team naturally enters a quieter phase before preparations begin for the next year’s event. Within the campaign, he has been involved in overseeing aspects of the pre candidacy phase, including coordinating efforts related to gathering the supporter signatures required for the election process.
The campaign was able to exceed the number of signatures collected during the previous election cycle, a sign that the upcoming presidential race will likely attract significant attention from members and supporters of the club.
For Victor, the opportunity highlights an important lesson about working in the sports industry.
“After the congress in February, this opportunity came up somewhat unexpectedly,” he says. “It shows that once you get your foot into the sports world and start networking and demonstrating what you can do, new doors begin to open.”
Beyond the professional responsibilities, Victor says the campaign has also introduced him to a group of passionate individuals dedicated to shaping the future of the club.
“I’ve met some great people in the campaign who are full of ideas and genuinely care about the project,” he explains.
The experience has also had an unexpected cultural side effect. Because most of the team members are native to Catalonia, Victor has slowly started picking up a few Catalan expressions during meetings and campaign activities.
“I wouldn’t say I speak Catalan yet,” he jokes, “but I’ve definitely learned a few words along the way. The hardest part, though, has probably been keeping my Cristiano Ronaldo fandom quiet.”
Skills Gained at ESEI That Matter Today
Victor credits much of his success in his role to the diverse and international environment he experienced while studying at ESEI. “Learning to work more with people from different backgrounds really helped me navigate the environment I’m in now,” he explains. His ability to connect with companies from Asia, Europe, Latin America, and the United States reflects the cross‑cultural skills he developed during his MBA.
This capacity to communicate, collaborate, and build relationships has become central to his work in the sports business world, which thrives on global interaction and multi‑stakeholder engagement.
Advice for Students Entering the Sports Industry
For students aiming to build a career in sports, Victor has clear advice: network boldly and be proactive. “Don’t be afraid to go out there. Try to network as much as you can,” he says. Victor encourages students to attend industry events, micro‑meetings, and sports business conferences in Barcelona, a city that hosts a rich calendar of sports‑related gatherings.
He emphasises that while the sports business sector can be challenging to enter, it is also welcoming and open to new talent. “Once you get your foot in the door, you start to realise how amazing the people are working in this field … They are very open to giving you advice and helping you out.”
Acknowledging Support and Collaboration
Victor also wants to recognise the contributions of ESEI faculty and students who supported the growth of the congress. He highlights the involvement of teachers Oscar Perez Cordoba and Gerard Valldeperez as main pillars of the event, and the ESEI students who volunteered during the event. Their efforts helped strengthen the congress and provide valuable experience for emerging professionals in the sports industry.
Victor Menendez: Turning Passion into a Global Sports Career
Juan Victor Menendez’s journey from practising law in Ecuador and the US to helping grow one of Europe’s key sports business events illustrates how passion, strategic networking, and practical education at ESEI Business School can propel careers across borders and industries. His story highlights how real‑world skills, global connections, and a willingness to embrace diverse environments can open doors to leadership roles in the international sports business ecosystem.
Reflecting on these experiences, Victor sees them as only the beginning of his journey in the sports world. He remains eager to continue exploring new opportunities and learning from the people around him. “I feel like I’m just getting started,” he says. “What excites me most about working in sports is that, at the end of the day, it’s an industry that genuinely brings people happiness and brings them together. Being able to contribute to something like that, even in a small way, is incredibly rewarding.”
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