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LSports appoints ex-Genius Sports exec Fernando Martinez as VP of sales 

| By iGB content team
Major hire represents a focused move towards the establishment of a significant, dedicated, on-the-ground presence for LSports in LatAm.

As part of a focused strategic drive to deepen its presence and investment across Latin America, LSports, a global leader in real-time sports data solutions, has announced the appointment of Fernando Martinez as vice president of sales, LatAm.

LatAm has rapidly emerged as one of the most dynamic growth markets in the global sports betting landscape, driven by sweeping regulatory reforms, accelerated digital adoption, and a surge in fan engagement. Recognising its immense potential, LSports is not only expanding its presence, but is actively looking to lead, shape and drive the future of sports betting across the region. 

“We’re not here for a quick entry. We’re here to stay, to invest and to lead in Latin America,” said Yoav Ziv, chief revenue officer at LSports. “Fernando brings exactly the kind of experience and leadership we need as we continue to build a strong, regionally rooted team. His appointment is just one of many steps we’re taking to become the dominant force in LatAm.” 

Martinez, formerly senior vice president LatAm at Genius Sports, brings over 18 years of executive leadership in the Latin America sports tech and betting space. In his various senior roles, he has consistently driven revenue growth, built high-performing teams and negotiated strategic deals across the region. He joins LSports with a clear mission: accelerate market penetration, lead go-to-market execution, and support the creation of a scalable LSports presence tailored for Latin America. 

“I’m excited to be part of a company that isn’t just talking about LatAm growth, they’re executing it,” said Martinez. “LSports is investing in real people, real presence, and real leadership in the region. I’m proud to be one of the first of many to join the LatAm team.” 

Martinez will lead sales strategy and regional growth efforts, focusing on building strong relationships with sportsbooks, platforms and local partners. Additional hires and team expansions are planned in the coming months.