Fred Luz is Managing Director in the Sportainment division at Alvarez & Marsal, where he works to professionalize football and the entertainment industry, with a strong focus on governance, performance, and people development. An engineer and entrepreneur, he has accumulated more than 30 years of leadership and board experience in the retail sector, driving transformations that made companies more competitive and sustainable. In football, he served as General Director of Flamengo, playing a key role in the restructuring that transformed the club into a benchmark in management and into the most valuable brand in Brazilian football. His mission is to help companies and clubs overcome challenges and achieve sustainable growth.