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 Sports Tech Consulting
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.
Philippe Souche
Customer Success Manager
After completing an MS in International Sport & Event Management at Kedge Business School, Philippe built a career at the intersection of technology and entertainment. As an Account Manager, he advised top brands across the French, UK, and EMEA markets, including SaaS platforms and global media and entertainment companies like Warner Bros. Discovery. This role gave him hands-on experience in content delivery and customer success management. At LaSource, Philippe helps sport tech companies deliver the best customer experience to sports and media organisations.
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
Head of Strategic Consulting
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.
Hubert Munyazikwiye
Content Strategist & Producer
Born in Rwanda, raised in Strasbourg, and educated in the UK and the Netherlands, Hubert Munyazikwiye is a sports marketing and creative content professional. He began his career in sports marketing and digital agencies before gaining experience in the corporate sector. At LaSource, Hubert combines his passion for creativity and content innovation to help clients stand out and tackle their strategic challenges.
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.
OUR ADVISORS
Sébastien Audoux
External Advisor
Sébastien Audoux is a sports media expert and content strategist with over 20 years of experience in the sports and media industry. He has worked as a sports announcer and TV host covering major golf and basketball events, and advises tech companies, leagues, and federations on innovation, digital, broadcast, and content strategies. At LaSource, Sébastien serves as an external advisor, helping clients navigate the sports ecosystem and implement innovative strategies in digital, media, and content.
Tom Grindell
Senior Project Manager
Tom Grindell is an experienced sports industry professional with expertise in planning and delivering strategic initiatives across Digital and Commercial areas. Before joining LaSource, he spent three years at the England and Wales Cricket Board (ECB), leading key projects across Digital, Broadcast, and Commercial to broaden and deepen engagement for cricket fans. As a 2021 Sport Industry Group NextGen Leadership Programme participant, Tom helps LaSource clients navigate complex projects and deliver impactful results.
Antony Neale
Senior Advisor
Antony Neale is a digital transformation expert with strong experience in fan engagement, CRM, and platform integration. At FIFA, he led major initiatives including the Ticketing SSO system, Customer Experience Management platform, and the FIFA AR Fan Experience, setting new standards for digital fan interaction. At LaSource, Antony serves as Expert Consultant - Digital, leveraging his expertise in Agile project management and RFPs to help clients deliver innovative fan experiences. Fluent in Swiss German and English, he also brings deep knowledge of the Swiss football ecosystem.
David Eccles
VP Sales & Partnerships
David Eccles is an internationally recognized expert in Data, Video, and Analysis within professional sport, with strong expertise in SaaS technologies. A thought leader and motivational mentor, he develops talent, builds commercial sustainability, and drives strategic growth. At LaSource, David serves as VP Sales & Partnerships, bringing his unique perspective and extensive experience in SportsTech and EdTech. He holds an MSc and is currently pursuing a PhD in Elite Performance in Sport.
