LALIGA: Mafalda Monteiro appointed head of brand strategy for clubs

Mafalda Monteiro has been appointed head of brand strategy for clubs within LALIGA's Club Office, she announced on 24 September 2026.

Monteiro, who thus joins the Spanish league's professional club development department, had been digital brand strategy manager at Sporting Clube de Portugal (Liga Portugal Betclic) since 2017.

"My role will be to work with the clubs to help them develop their brand image," according to Monteiro, who joins LALIGA's in-house advisory service for clubs, set up in 2021 with the arrival of Luxembourg-based investment fund CVC.

Mafalda Monteiro

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