‘Reflejos’, Liga F's new campaign for 8M

LigaF launches ‘Reflejos’, its new campaign for 8M, with the aim of opening a social conversation around adolescent girls dropping out of sport and reaffirming the role of professional women's football as a transformative agent. According to 2024 data*, 70% of adolescent girls abandon sports practice before the age of 16, a problem that would affect approximately one million young people in Spain. Physical insecurity and self-perception of one's own body are highlighted as one of the main causes. Addressing this social tension, the campaign builds a narrative that positions women's football as a tool for empowerment and personal development.

05 TUE 2026

The commercial narrates the internal conflict of an adolescent girl facing a distorted version of herself reflected in the mirror. Insecurity is personified through this reflection, which deforms her image and builds a parallel reality marked by doubt and fear. As the protagonist connects with football and enjoys the game, the distance between reality and insecurity widens until the sport acts as a catalyst for confidence and overcoming adversity.

Another key element is the reinterpretation of the iconic song ‘El partido de fútbol’, by Rita Pavone, in a more intimate and emotional version. The song, which has a strong social connection to football and was originally framed from a sexist perspective, is recontextualised without altering its lyrics to accompany a narrative of empowerment and to reclaim the transformative power of women's football. Footballers from grassroots teams in the Community of Madrid participate in the commercial.

‘Reflejos’ (Reflections) is the third Liga F campaign created with the creative agency El Ruso de Rocky for 8M, following ‘Abuelo Paco’ and ‘Que viene’. This new piece will be broadcast on TV and social media and will feature activations during Liga F Moeve matches to amplify the social conversation and consolidate a communication territory linked to emotion and the social legitimacy of women's football as a space that promotes socialisation, improves self-confidence, and helps overcome insecurities during adolescence.

* Study by the Catalan Observatory of Sports at the National Institute of Physical Education of Catalonia (INEFC).