Biography
Luís Sobral is a strategic communications consultant and crisis management specialist, with extensive experience in sports governance, media and institutional communication.
He held senior leadership roles at the Portuguese Football Federation between 2015 and 2025, serving as General Director, Deputy Director-General and Head of Communication and Content. In these roles, he led the launch of Canal 11 and contributed to the design and execution of communication strategies associated with major sporting achievements, including Portugal’s UEFA EURO 2016 title and the UEFA Nations League 2019 victory. His work also supported key milestones in futsal and the women’s national team, notably their historic qualification for European and World Championships.
Earlier in his career, he founded the sports news outlet Maisfutebol and held senior editorial and management positions in leading media organizations. He was a member of two TVI news management teams and led the digital transformation of Media Capital. More recently, he served as Communications Director for António José Seguro’s presidential campaign.