Inspiring Change through Sport and Media

Growing up in a troubled neighborhood in Cabo Verde, Carla Soares witnessed the disparaging effects of drugs, alcohol, and violence upon her peers. Coming from a family of eight, Carla was lovingly instructed by her parents to prioritize education, instilling within her a lifelong passion for learning. Carla’s fascination with local media and intercultural communication inspired her to pursue a journalism degree. After university graduation, she began working in sport communications and quickly realized the power of sport for positive social impact. Carla’s love for sport inspired her to pursue an executive master’s degree in sports organization management which has given her unique opportunities to expand her professional endeavors on a global scale.

Carla was appointed to represent Cabo Verde on the Olympic Committee, connecting with leaders in sport from around the world. She also shares her love of sport with her family, bonding with her daughter over their shared passion for soccer. For Carla, the value of sport extends far beyond competition: it is a springboard for expanding access to education and social inclusion.

At the GSMP, Carla is looking forward to learning more about leveraging social media to involve more Cabo Verdean women in sport. Upon returning, Carla hopes to implement the positive leadership skills and business strategies modeled by her mentors. Carla will be mentored by Emi Fitzgerald, Senior Director, Core Media; Kim Harms, Director, Earned Media and Public Relations; and their team at Saatchi & Saatchi in Dallas, Texas.