Liberty Rock, a renowned private office with over 40 years of experience in strategic wealth management, has recently announced the appointment of Paolo Carito as Head of Sports Activities. This significant move is a testament to the firm’s commitment to expanding its presence at the intersection of global sport, finance, and strategic wealth management.
With the sports industry rapidly growing into a $500 billion industry that encompasses geopolitics, finance, media, and technology, Liberty Rock recognizes the profound transformation taking place in the sports landscape. Paolo Carito’s appointment reflects the firm’s vision to interpret this new geography of sport through an interdisciplinary approach, where political economy, geopolitics, sociology, and cultural studies converge.
Carito brings with him over 20 years of elite expertise in sport business, entertainment, and digital innovation. As the former CEO of the European Athletics Championships Rome 2024, he successfully delivered 382 million TV viewers, 720 million total reach, and a 3% Net Operating Margin. He also pioneered the first-ever free commercial village at an international sporting competition and a Metaverse project that earned him the Innovation Oscar (Special Mention) in 2023.
Known as a digital transformation leader, Carito has launched Italy’s first football fan web app, transformed U.C. Sampdoria’s TV channel into a pioneering web platform, and developed the FanSquare CRM system for Lega Pro. Currently, he serves as the Director of the National Observatory on Sports Diplomacy (ONDIS) at the University of Rome “Foro Italico” and teaches Innovation and Digital Transformation in Sport Management. He has also authored the book “Sport, Entertainment and Digitalization” (2022).
In recognition of his visionary leadership, Carito received an Honorary Degree in International Economics and Finance from ISFOA Swiss International Telematic University in 2025. Scott-havard Williams, Chief Executive Officer of Liberty Rock, expressed his enthusiasm for Carito’s appointment, stating, “Liberty Rock is proud to welcome Paolo Carito to lead our global sports division. His appointment marks a major milestone in our strategic evolution as we expand into the fast-growing world of international sport.”
Williams continued, “For our clients – family offices and ultra-high-net-worth individuals – sport has become a powerful new arena of investment, influence, and opportunity. Paolo’s experience at the highest levels of global sport, innovation, and diplomacy brings extraordinary depth to Liberty Rock’s integrated approach to wealth management, where finance, culture, and global strategy intersect.”
Carito also shared his excitement for his new role, stating, “This is no longer just about sport, but a $500 billion industry that encompasses geopolitics, finance, media, and technology. What we’re witnessing is not just a shift in sporting dynamics, but a genuine revolution that is redrawing the map of global power, one competition at a time. I am thrilled to join Liberty Rock’s visionary team to interpret the new geography of sport through an interdisciplinary approach, where strategic wealth management meets the transformative force of global sport.”
Liberty Rock specializes in providing bespoke wealth management and private office concierge services to high-profile clients, blending strategic foresight with a deep understanding of the nuances that come with managing ultra-high-net-worth portfolios. The firm’s expansion into sports represents a natural evolution of its integrated approach to wealth management, encompassing property, finance, and now the dynamic global sports industry.
About Liberty Rock
Liberty Rock is a boutique private office and wealth advisory firm offering tailor-made services for high-profile clients who entrust the firm with their most valuable assets. With over 40 years of experience, Liberty Rock blends strategic foresight with unparalleled confidentiality, ensuring client affairs are managed with a level of discretion that is both deeply personal and professionally rigorous. The firm provides comprehensive services including wealth management, property advisory, and strategic consultancy across multiple sectors.
To learn more about Liberty Rock, visit their website at www.libertyrock.co.uk.
About Paolo Carito
Paolo Carito is a visionary leader in global sports business with over twenty years of distinguished experience. He holds degrees in Law and in Economics and Politics of International Relations.
As CEO of the European Athletics Championships Rome 2024, he delivered unprecedented success: 382 million television viewers, 720 million total reach, and a 3% Net Operating Margin. He pioneered the first-ever free commercial village at an international sporting competition and a groundbreaking Metaverse project that earned him the Innovation Oscar (Special Mention) in 2023.
A digital transformation architect, Carito launched Italy’s first football fan web app (Fan Plus) at Infront Italy, transformed U.C. Sampdoria’s satellite TV channel into a pioneering web platform, and developed the FanSquare CRM system for Lega Pro.
Currently Director of the National Observatory on Sports Diplomacy (ONDIS) at the University of Rome “Foro Italico,” he leverages sport as a diplomatic instrument while teaching Innovation and Digital
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.