MEET OUR TEAM
With almost 20 years of experience, our team has developed extensive expertise in both the sports tech and sports business. At LaSource, we understand our client's business and speak the same language.
Samuel Westberg
Co-Founder and Chief Executive Officer
Samuel has a 10-year background in the sports industry, starting with a professional football team and evolving into business development roles across various sports tech and digital startups. His extensive experience has helped him build a strong network of international rights holders, broadcasters, media companies, and clubs, along with a deep understanding of the global sports ecosystem.
OUR LEADERSHIP TEAM
David Gonçalves
Co-Founder & Chief Operations Officer
After working on the FIFA World Cup in Brazil and at Nike for a year, David led innovative digital projects for sports organisations and media, covering a wide range of positions from account director to project/product manager. His passion for digital and his broad understanding of technology helps him identify customer needs and tailor a strategy accordingly.
Jean-Baptiste Alliot
Co-Founder & Chief Strategy Officer
Jean-Baptiste has worked in the sports industry for the past 10 years across multiple positions, which led him to drive the innovation strategy within UEFA and set up the UEFA Innovation Hub. Among his new responsibilities as chief strategy officer at LaSource, he is now in charge of supporting sports organisations in leveraging innovation, strategic collaborations and partnerships with startups.
Leander Monbaliu
Partner & Chief Business Officer
Leander has over 10 years of experience in the sports industry, including deep expertise in football leagues and media. He previously worked at Jupiler Pro League, where he headed the Business department as CBO and where he was a board member. At LaSource, he is helping rights holders to grow and diversify their centralised revenues through effective business & media rights strategies.
Alexandre Kandelaft
Head of Delivery
After graduating from Business School, Alexandre has worked in the sports business industry for seven years. Firstly, by delivering innovative digital solutions to sports' main actors (clubs, events, leagues, and broadcasters), Alexandre developed advanced skills in product marketing, advising sports tech companies in product positioning and go-to-market strategies. His passion for sports & new technologies helps us grow our pool of expertise both internally and for clients.
Yash Panjabi
Marketing Coordinator
Before earning his MSc in International Sport & Event Management from KEDGE Business School, Yash began his career in the sports industry in 2017 in Pune, India. Since then, he has developed a global outlook shaped by diverse experiences across markets and organisations. Yash combines a strong academic foundation with hands-on experience, bringing a unique perspective to the evolving intersection of sports and technology.
Andrew Cox
Special Advisor
Andrew brings a wealth of experience from his time at Opta, where he played a key role in transforming the company from a niche data provider into the global leader in sports statistics - now known as Stats Perform. As former Chief Strategy Officer, he was instrumental in shaping the company’s growth, product direction, and strategic partnerships. At LaSource, Andrew contributes to the development of our Advanced and Transform verticals, leveraging his deep industry knowledge and strategic mindset, supporting the long-term growth and positioning of the agency.
Loïc Holuigue
Consultant
Loïc has built solid experience in the sports media industry, notably managing production projects for rights holders and OTT platforms during his time at Spring Media. This role allowed him to work closely with a variety of stakeholders and gain a practical understanding of content delivery, media operations, and the evolving dynamics of sports broadcasting. At LaSource, he now contributes to consulting projects for both rights holders and tech companies, supporting strategy, innovation, and market development.
Clément Laverdine
Senior Sports Business Consultant
Clément graduated from ESSEC in 2021, and began building a strong network in the industry. He started his career in strategy consulting at Altman Solon and Oliver Wyman, advising clients across the technology, media, and telecommunications sectors. With experience ranging from due diligence for investment funds to leading strategic projects for major corporations, Clément brings a structured, problem-solving mindset to support LaSource’s continued growth.
Simão Van Zeller
Business Development Manager
Simão brings a strong background in sports management and business development to LaSource. Prior to joining the team, he worked at APEX as a BD Associate, where he focused on driving growth and forging strategic partnerships across the sports sector. With both a bachelor’s and master’s degree in Sports Management, Simão is passionate about how technology can disrupt and elevate the industry. He is also a Partner at Kaotiko Portugal, leading the expansion of the popular Barcelona-based fashion brand into the Portuguese market.
