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Magic’s Alex Martins stepping down after 14 seasons as CEO

by Thomas Adams
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The Orlando Sentinel was informed on Wednesday that Magic Chief Executive Officer Alex Martins is leaving his position to assume a new position as the organization’s vice chair.

According to information obtained by the Sentinel, Orlando will not hire a new CEO; instead, Charlie Freeman, president of business operations for the Magic, would oversee business initiatives for the franchise.

Following 14 years with Martins as CEO, the Magic are introducing a new leadership structure, which includes all of these changes.

Martins will support long-term strategic efforts as a senior advisor to the Magic board of directors and act as a resource for team executives in his new role. On July 1, Martins takes over as vice chair of the non-board.

In a statement, Magic chairman Dan DeVos expressed gratitude to Alex for his outstanding service to the Magic organization as CEO. Alex has been a remarkable leader in our firm and the Orlando community since 1989, thanks to his dedication to excellence.

According to DeVos, “our family decided to create a new role leveraging his experience when Alex communicated his intention to retire several years ago.” We congratulate him on his new position as vice chair and are happy that he has agreed to continue our collaboration.

Freeman will be overseeing staff, ticket sales, international partnerships, arena operations, charity, finance, human resources, communications, and broadcasting as he begins his 30th season with the Magic. The Magic board of directors will receive his direct reports.

We have a great deal of faith in Charlie as a capable and astute leader, DeVos stated. Our family is certain that he is the ideal leader for our company at this time due to his extensive knowledge of business operations. We applaud him and anticipate the significant influence his leadership will have.

“This opportunity has humbled me tremendously, and I am incredibly grateful for the trust that the DeVos family has placed in me,” Freeman said. Strong principles and a long-term goal have always been the foundation of The Magic, and I’m excited to collaborate closely with the family and the upcoming generation to help realize that goal.

The third generation of the DeVos family, the grandchildren of the late Rich and Helen DeVos, will contribute more to the franchise as part of the reorganization. Over the years, they have grown more involved in the management and governance of the Magic.

The Sentinel learned that Ryan DeVos, the Magic’s vice president of shareholder engagement and a team executive for the last eight years after working for the NBA league office for almost three, will take on a more expansive role as managing director. He will collaborate closely with Freeman, Jeff Weltman, the Magic’s president of basketball operations, and the Magic board of directors.

His duties will involve strengthening ties with the community and partners, bringing the Magic organization into line with the DeVos family values, and assisting in the development of business and basketball strategy. He now resides in Orlando.

In order to work more closely with the team and participate in a full-time management development program, Cole DeVos will move to Orlando for the start of the 2025–26 season. He intends to expand on his expertise working on a group that established and oversaw several sports franchises in Michigan.

Weltman, who will continue to answer directly to the Magic board of directors, will be in charge of all basketball-related initiatives.

After leaving the Magic in 1998 to assume positions with the Cleveland Browns and the New Orleans Hornets, Martins returned to the team in June 2005, having worked as a professional sports manager for 36 years. Later, in December 2011, he was elevated to the position of Magic CEO.

Leading the Magic with the DeVos family has been a privilege, and I’m excited about the chance to continue collaborating closely in this new capacity, Martins stated. I want to thank the family for believing in me to lead the Magic organization for the past 14 years and for their commitment to it.

One of the biggest blessings in my life has been serving as CEO of the Magic.

You can contact Jason Beede at [email protected].

Thomas Adams

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