Carla Palomo | Head of Digital Strategy at Liga F

The latest edition of Industry Insider sees us head to Europe and Spain as we chat with Carla Palomo about life in Liga F. Carla is Head of Digital Strategy for Spain’s highest level of league competition for women’s football.

Carla shares insight on her journey to her current role, what a typical week looks like and how building brand awareness for the league is at the centre of everything they do.

1. Tell us about yourself, what do you do in your current role, and what roles have you done previously?

I am currently responsible for the digital strategy at Liga F, the top-tier women’s football league in Spain. In this role, I develop and execute digital strategies to connect with fans across various platforms, including social media, website, and mobile app.

Before joining Liga F, I worked at the NBA Europe, where I was incredibly fortunate to witness some of the biggest moments in basketball history—including Pau Gasol’s jersey retirement, the NBA All-Star Games, Playoffs, and even NBA games in Europe. Being part of these iconic events gave me firsthand experience in the power of sports storytelling on a global scale.

2. What three words would you use to describe your role?

Creativity, Creativity, Creativity.

In the sports industry, standing out is not an option—it’s a necessity. Fans are constantly bombarded with content, and if you don’t differentiate yourself, you disappear. Creativity is the key to breaking through the noise, capturing attention, and forging meaningful connections that truly resonate. It’s what transforms moments into memories and engagement into loyalty

3. “Normal” isn’t a thing in sports, so what does an “average” week look like for you?

Mondays are all about analysis and planning. We review everything that happened over the weekend, analyse engagement data, and decide what content will go out on different social media platforms until Wednesday. A key piece is highlighting a standout player from the weekend with a special “Hero” design.

On Wednesdays, we shift focus to the upcoming match week—deciding which games to highlight, preparing key storylines, and creating custom graphics and special content to build excitement.

The weekend is full-on match coverage mode. With 8 Liga F games to track, we create real-time content, key moments, and instant reactions to keep fans engaged throughout the action. Every week is different, but the goal is always the same—bring the league to life through digital storytelling.

4. How did you end up where you are right now? When did you know you wanted to work in sports?

I always knew I wanted to work in the sports industry, but I also knew how difficult it was to break in. So, I started my career working in various startups in Barcelona, gaining experience in different areas.

Then came a personal crisis—one of those moments when you question everything. And right in the middle of it, I got an unexpected call to coach basketball in India. It was a crazy decision, but at 25, I quit my job, packed my bags, and moved to India. That experience changed everything.

Through that journey, I gained a new perspective on sports and storytelling, and from there, an opportunity opened up to work at NBA Europe—a perfect combination of my previous experience and my passion for sports. That leap of faith led me to where I am today.

5. What is your number one focus when it comes to your work?

At Liga F, our main focus is brand awareness—we’re at the very bottom of the marketing funnel. Our biggest challenge isn’t just engagement; it’s making sure people know who we are in the first place. Women’s football is growing, but it’s still not top-of-mind for many fans, so everything we do is about building recognition, increasing visibility, and making Liga F part of the cultural conversation.

One great example is our collaboration with 72 Kilos, where we hired a well-known influencer to create a live painting celebrating women’s football. This type of activation is key because it helps us reach new audiences, generate organic buzz, and position Liga F in spaces beyond traditional sports media. Through creative campaigns like this, we’re working to get our name out there and establish Liga F as a must-follow league.

6. What’s the most important lesson you’ve learned in your career so far?

No matter how much you grow professionally, the most important thing is to always keep learning. Success isn’t just about experience or titles—it’s about staying curious and open to new ideas.

I’ve learned that you can (and should) learn from everyone—from your team, from sponsors, from clients, and even from the intern who just started. Every perspective brings something valuable.

And beyond that, one of the biggest lessons has been the power of listening. Truly listening to people—whether it’s your colleagues, fans, or partners—helps you make better decisions, build stronger relationships, and create work that actually resonates. The moment you think you know it all, you stop growing.

7. What are you excited about in your industry at the moment?

We’re witnessing a revolution in women’s sports, and it’s transforming how fans engage with it. Nike’s Super Bowl ad is a perfect example—putting women athletes in the spotlight attracts new audiences, especially women, and brands that have never invested in women’s sports before. This shift means more visibility, bigger sponsorships, and long-term growth. The industry is evolving fast, and being part of this change is what motivates me every day.

8. If you could change one thing about your industry, what would you change?

I’d love to see more collaboration and less fear of sharing information—especially in women’s sports. Too often, organizations operate in silos, hesitant to exchange insights or resources, but helping each other is how we all grow.

If we shared more knowledge, ideas, and best practices, we could accelerate the growth of women’s sports together. There’s room for everyone, and the stronger we make the industry collectively, the bigger the opportunities will be for everyone involved.

9. Sport is a hectic industry, what do you do to switch off?

This industry is totally vocational, and that makes it hard to fully disconnect—because when you love what you do, it’s always on your mind.

One way I switch off is by playing padel, which I absolutely love and play every week. I also challenge myself with personal sports goals, like running a half marathon in Madrid. Pushing myself outside of work helps me reset, stay motivated, and bring that same energy back into my job.

10. If you were to give a piece of advice to someone wanting to do your role, what would you say?

Get your foot in the door however you can—whether it’s through an internship, a junior role, or volunteering. The key is to learn from the inside and understand how the industry really works before thinking about reaching the top.

Stay informed: read industry news, follow key professionals, and study trends. A great way to start is by following platforms like Behind Sport, which provide valuable insights and stories from industry experts. The more you know, the better prepared you’ll be to make an impact

How to keep up with Carla Palomo and Liga F…

Liga F Instagram: https://www.instagram.com/ligaf

Liga F YouTube: https://www.youtube.com/@ligaf_oficial

Liga F TikTok: https://www.tiktok.com/@ligaf

Liga F X: https://x.com/LigaF_oficial

Thanks for reading our Industry Insider feature with Carla Palomo! Join over 2,400 sport professionals who receive our weekly newsletter here.