Founder & CEO, Living Lab

Mark Alexander is CEO of Living Lab and a leader at the intersection of sports, culture, and luxury. Mark’s career has taken him from negotiating Olympic and F1 hosting agreements to running camel beauty contests in the Empty Quarter. 

Now as CEO of Living Lab, he drives transformative event strategies, destination development, and commercial partnerships that shape the future of global experiences. 

With over 25 years of expertise spanning the NBA, Formula 1, and world-class cultural projects, Mark has delivered the the NBA‘ s global expansion plans, Williams F1‘s commercial strategy and led the cross border sales team for Discovery Eurosport. He thrives on complex, hard to deliver, multi-billion-dollar ventures, from the €1.1bn redevelopment of Athens Olympic Park to high-stakes acquisitions like Houston Rockets. His ability to blend strategy, finance, and storytelling has secured landmark deals across Europe, the Middle East, and the US. 

A trusted advisor to governments, brands, and rights holders, Mark has played a pivotal role in Oman Vision 2040, London 2012, SailGP and Saudi Arabia’s immersive hospitality innovations. His track record includes developing and financing elite sports properties, executing cutting-edge sponsorship activations, and leveraging AI for major event intelligence.

Mark Alexander was a Visiting Lecturer the top-ranked university in Russia for international relations and diplomacy the Moscow State Institute of International Relations (MGIMO) the diplomatic school of the Russian Ministry of Foreign Affairs and a contributor to SDA Bocconi’s Sports & Entertainment Centre ranked the top postgraduate sports management course in Europe.

Mark is Advisory Board Member for World Technology Games and advises the Global Esports Federation.

At Living Lab, Mark leads with conviction.