Athlete+ CEO interview by Relevo
- juanjo954
- Jun 20
- 4 min read
Juanjo Márquez was interviewed by Relevo about his journey as an entrepreneur and the future of Athlete+.
He created an extreme sports channel, introduced Pokerstars to Spain, and today he helps future sports stars
Juanjo Márquez is the visible face of Athlete Plus, a development agency for young athletes, which counts Franz Wagner, a star for the Orlando Magic, as its ambassador.
The path to elite sports is not always comfortable or easy. That’s why any help in trying to reach the top is welcome. And Juanjo Márquez knows a lot about that. An entrepreneur who started (and still occasionally plays) basketball, Márquez has gone through numerous business ventures before deciding to focus on the sport that captivated him as a child, now helping young athletes who are on their way to professionalism.
He did this through Athlete Plus, a company founded in 2022 under the slogan "Making sports dreams come true." The company combines the classic role of a sports marketing agency with a new concept focused on students and young athletes. The goal is to advise and help them find the right path for both their athletic and personal development.
But to understand the formation and objectives of Athlete Plus, one must first understand Márquez’s origins and his passion for sports. "I began to fall in love with sports and basketball with my father, watching Corbalán and Fernando Martín. Those of us who have basketball in our veins, it just enters you, and you live with it for the rest of your life. If, like me, you also play for your hometown team in Huelva, make it to the First National League, and have coaches like Quino Salvó, it's like fulfilling a dream you had since you were little."
Like many others, a serious injury took Márquez away from active sports, but it opened a new door for him in the world of studies and business. "I went to England for three months and stayed for 10 years. I did a master's in Sports Marketing, met a lot of people, and at 23, I started a business that bought and sold sports rights and programming. When I returned to Spain for family reasons, I started my own agency, Media Action Sports, and worked for many companies like Real Madrid TV, the football and basketball federations, handling rights and sponsorships, and brought brands like Pokerstars to Spain."
From all these experiences, this Andalusian entrepreneur gathered memories in his backpack before once again packing up and heading to the United States to work in the world of technology and sports. Always sports. A word that has always been in his vocabulary and which he used to fuel his teenage dreams to create Athlete Plus. But he did so only after working with organizations like FIBA, the NBA, and BC Dubai, which aims to enter the top continental competition next season.
However, he wanted to return to his roots. "As a young person, I dreamed of studying abroad, and that’s exactly what Athlete Plus does—helping boys and girls from all over the world study and practice the sport they love. It’s not just about people with a lot of talent, but also those who want to combine both things and get sports scholarships anywhere in the world."
In its three years of existence, Márquez and his agency ("We’re not agents and we don’t intend to be; we’re consultants for these kids who want to take the leap, whether from the basic level or elite") have already assisted thousands of young athletes with a scholarship program that has also caught the attention of NBA stars like Franz Wagner, a player for the Orlando Magic.
Franz Wagner. Instagram
The German, a world champion who is currently playing in the NBA playoffs, is the godfather of this agency. "He has raised the prestige and trust in this agency," says Márquez about his relationship with the German star. "His agent reached out to me, shared his story about how he and his brother trained with ALBA, went to Michigan University, where they became legends, and then entered the draft. It fit perfectly, and we came to an agreement immediately. It was super fast. He acts as a mentor for some of the boys and gets involved, offering advice—not just on basketball techniques, but also guidance."
At Athlete Plus, they work to bring closer the dream for many young people of earning a scholarship that will allow them to study and develop both professionally and athletically, whether in Europe, Canada, Dubai, or primarily the United States. The U.S. has changed the game in recent years with the introduction of NIL (Name, Image, and Likeness) rights, which has turned college sports into something semi-professional.
"The format has changed a lot. Why? Because universities now have money to sign players. So, the typical average kid who might have had a chance to get a scholarship is fading away. Now, they sign talent as if they were a professional league," acknowledges this man from Huelva, who not only guides the steps of future sports stars but also advises on academic matters to ensure that each individual is in control of their own future. Both inside and outside of sports, which is the ultimate goal for everyone.
