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    Daniel Abanda - Profesor
    • Faculty of Medicine, Health and Sport - Madrid

    Full Professor

    Daniel Abanda Hernández

    • Communication and Marketing
    • Sports

    Master’s degree in Institutional and Political Communication from Universidad Carlos III and MBA in Sports Management from Unisport Management School. Daniel Abanda is a professional in sports communication and marketing. He joined CD Leganés in 2008, playing a key role in the club’s growth. Under his management, the club increased its season ticket holders from 600 to 10,300 and reached its first million social media followers with innovative campaigns such as “A esta liga le faltaba un buen pepino.” In 2019, he took a sabbatical to live in Australia, where he worked in the marketing department of BeIN Sports. He returned to CD Leganés in 2020 to lead the communication and business areas once again. In 2022, he concluded his tenure at the club and, after a period of reflection, embarked on new projects to continue his professional development. He has also served as Marketing Director at UAX Rafa Nadal School of Sport and is currently Sponsorship Director at Baskonia Alavés Group

    Academic background

    • Master’s degree in Institutional and Political Communication

      • Universidad Carlos III
      • 2009-10

    • Bachelor’s degree in Audiovisual Communication

      • Universidad Carlos III
      • 2005-09

    • MBA in Sports Management

      • Unisport Management School
      • 2011-13

    Professional experience

    • Baskonia Alvés Group
    • Sponsorship Director
    • 2024- Present

    I lead the group’s commercial strategy to attract and manage sponsorship agreements. My responsibilities include identifying opportunities, designing value propositions, maximising sponsor visibility, ensuring compliance with agreements, analysing return on investment, and collaborating with other departments to strengthen relationships between the club and its commercial partners.

    • UAX Rafa Nadal School of Sport
    • Marketing Director
    • 2022-23

    I enhanced the new brand, updated existing undergraduate programmes, and successfully designed and launched four new postgraduate programmes. I developed B2B and B2C digital marketing strategies, implemented communication strategies across the UAX ecosystem, and coordinated work with the academic and sales teams to achieve objectives, ensuring student satisfaction.

    • C.D. Leganés
    • Head of of Communication and Marketing
    • 2008-2022

    I started the project from scratch, with enthusiasm and limited experience, aiming to create a Communication and Marketing Department for my local football team. The goal was to bring CD Leganés closer to the community and make the club a part of people’s lives, ultimately increasing season ticket holders to a record 10,300.

    • BeIN SPORTS Australia
    • Marketing Associate
    • 2019-20

    I promoted the company’s sports content through paid campaigns and organic channels, including partner platforms, coordinating strategy, implementation, and execution.

    Degrees

    Private Master's Degree in Digital Communication and Sports Journalism

    • Online
    • English