[10] On 12 December 2010, Morata made his debut for the first team when he was brought on as a substitute for Ángel Di María in the 88th minute of a 3–1 La Liga win at Real Zaragoza.

[15] He finished his first season as a senior with 14 league goals – joint top scorer in the squad with Joselu – but Castilla failed to gain promotion in the play-offs.

[18] On 2 March 2013, Morata played the full 90 minutes of El Clásico against Barcelona, assisting Karim Benzema to score the opener in an eventual 2–1 home win.

[19] In the following season, he became a regular member of the first-team squad under new coach Carlo Ancelotti, but expressed a desire for more minutes during the January transfer window.

[23] On 19 July 2014, Juventus announced that they had reached an agreement for the fee of €20 million for the transfer of Morata, who signed a five-year deal,[24][25] with Real Madrid having the option to buy him back in the future.

[26] He made his debut in Serie A on 13 September, replacing Fernando Llorente for the final minute of a 2–0 home win against Udinese;[27] two weeks later he again came on in place of his compatriot, and headed his first goal for his new club as they won 3–0 at Atalanta.

[30] Morata came on for the final ten minutes of the Supercoppa Italiana against Napoli in Doha, Qatar on 22 December, and scored in the penalty shoot-out which Juventus lost 5–6.

[31] On 28 January 2015, Morata played the last 13 minutes of the Coppa Italia fixture against Parma, and scored the game's only goal at the Stadio Ennio Tardini to qualify for the semi-finals.

[32] The following month, at home against Borussia Dortmund in the UEFA Champions League round of 16, he scored the winner in the 43rd minute of the first leg;[33] he also started and found the net in the return match, helping Juve to a 3–0 win at the Westfalenstadion.

[39] In early August 2015, Morata was ruled out for a month due to a soleus muscle tear in his left calf during training, and was sidelined for the 2015 Supercoppa Italiana.

[40] In his second appearance after returning to action, on 15 September, he featured for 85 minutes and scored the winner in a 2–1 win at Manchester City in the UEFA Champions League group phase.

[41] On 30 September, he scored to help defeat Sevilla 2–0 at the Juventus Stadium, his fifth goal in as many appearances in the competition to equal Alessandro Del Piero's record.

[47] His first competitive appearance was on 9 August, as he started in a 3–2 win over fellow Spaniards Sevilla in the 2016 UEFA Super Cup, being replaced by Benzema after 62 minutes.

[49] On 5 April 2017, Morata profited from manager Zinedine Zidane's rotations and scored three times in a 4–2 away win against Leganés to keep his team two points clear of Barcelona with a game in hand.

[50] In spite of spending the vast majority of the season as backup to Benzema, he scored 15 league goals[51] as the club was crowned champions for the first time in five years.

[57] On 19 July 2017, Chelsea announced that they had agreed terms with Real Madrid for the transfer of Morata, for a reported club-record fee of around £60 million.

[61] On 12 August 2017, he scored and provided an assist for David Luiz in his first appearance in the Premier League, a 2–3 defeat at home to Burnley – his goal was a header in the 69th minute of the game to cut the deficit to 3–1.

[65] He took his league tally to ten goals on 26 December, helping Chelsea to a 2–0 win over Brighton & Hove Albion, also at Stamford Bridge.

[66] On 17 January 2018, Morata was sent off after picking up a booking for diving, then another seconds later for dissent, in a third round FA Cup replay win over Norwich City.

[84] Morata scored a brace on 20 October, to help Juventus win 2–0 in the UEFA Champions League group stage match against Dynamo Kyiv away from home.

[95] In the 2023–24 season, he set a new personal best in La Liga by scoring 15 goals, making him the second top scorer for his club behind Antoine Griezmann.

[109] Morata was selected by Spain for the 2011 UEFA European Under-19 Championship in Romania, helping the national team win the tournament with six goals, the highest in the competition.

[114] He returned to the starting line-up for the final and assisted captain Thiago Alcântara's sixth minute opening goal in a 4–2 win over Italy.

[126] Morata scored Spain's fourth goal of the Euro 2020 round of 16 in the 100th minute of the game against Croatia, resulting in a 5–3 victory on 28 June.

[129] On 27 September 2022, he scored a goal in the 88th minute to secure a 1–0 victory over Portugal, which helped Spain to clinch top spot of their group in the Nations League A, and qualify to the competition's finals.

[131] During the group stage, he scored a goal each in all three matches against Costa Rica, Germany and Japan, equaling the same record for Spain by Telmo Zarra in 1950.

[132] In March 2023, Morata was named as captain of the Spain national team by head coach Luis de la Fuente for the upcoming Euro 2024 qualifying matches.

[139] With Spain's 2–1 victory against England in the final, Morata joined 12 other players in having won both youth and senior Euro titles, alongside his teammates Mikel Merino, Ferran Torres, Nacho and Rodri.

[143] During his first season at Juventus he stood out for his pace, energy, physicality and work-rate on the pitch, while his technique, opportunism, heading ability and positional sense saw him score several crucial goals.