Oscar Ugaz is the Strategy Director of Atomikal, and former Digital Business Manager at Real Madrid.

For a man who worked at one of the most famous football clubs in the world, Oscar never really had any love of sport. But then again, he wasn't hired to pull on his football boots and score goals – he was there because of his expertise in digital innovation, media and marketing, skills which form the cornerstone of our discussion.

We also talk about marketing innovations at football clubs, or lack thereof, the differences in attitude towards technology and innovation between American and European sporting organizations, and much more.