Liberty Rock, a renowned private office with a history of over 40 years in strategic wealth management, has announced the appointment of Paolo Carito as their new Head of Sports Activities. Carito will assume his role in October 2025, highlighting Liberty Rock’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 market that encompasses geopolitics, finance, media, and technology, Liberty Rock acknowledges the significant changes happening in the sports landscape. Carito’s appointment is a testament to the firm’s vision of interpreting 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 experience in sport business, entertainment, and digital innovation. He has served as the CEO of the European Athletics Championships Rome 2024, where he achieved unprecedented success with 382 million TV viewers, 720 million total reach, and a 3% Net Operating Margin. His groundbreaking efforts also earned him the Innovation Oscar (Special Mention) in 2023 for pioneering the first-ever free commercial village and a Metaverse project.
A leader in digital transformation, 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, Carito serves as the Director of the National Observatory on Sports Diplomacy (ONDIS) at the University of Rome “Foro Italico,” where he teaches Innovation and Digital Transformation in Sport Management. He is also the author of “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 excitement about Carito’s appointment, stating that it marks a significant milestone in the firm’s strategic evolution as they expand into the fast-growing world of international sport. He emphasized the importance of sport as a powerful arena for investment, influence, and opportunity for their clients, who are primarily family offices and ultra-high-net-worth individuals.
Carito also shared his thoughts on joining Liberty Rock, stating that the sports industry is no longer just about games but a $500 billion market that encompasses geopolitics, finance, media, and technology. He believes that this transformation is not just a shift in sporting dynamics but a genuine revolution that is reshaping the global power map, one competition at a time. He expressed his enthusiasm for joining Liberty Rock’s visionary team and utilizing an interdisciplinary approach to interpret the new geography of sport and its potential for strategic wealth management.
Liberty Rock specializes in providing bespoke wealth management and private office concierge services to high-profile clients, combining strategic foresight with a deep understanding of managing ultra-high-net-worth portfolios. Their expansion into the sports industry is a natural progression of their integrated approach to wealth management, which already includes property and finance.
About Liberty Rock:
Liberty Rock is a boutique private office and wealth advisory firm that offers personalized services to high-profile clients. With over 40 years of experience, the firm blends strategic foresight with strict confidentiality to manage their clients’ most valuable assets. They provide comprehensive services such as wealth management, property advisory, and strategic consultancy across various sectors.
For more information, please visit: www.libertyrock.co.uk
About Paolo Carito:
Paolo Carito is a visionary leader in global sports business with over 20 years of distinguished experience. He holds degrees in Law and in Economics and Politics of International Relations.
As the former CEO of the European Athletics Championships Rome 2024, he achieved unprecedented success with 382 million television 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 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, Carito serves as the Director of the National Observatory on Sports Diplomacy (ONDIS) at the University of Rome “Foro Italico,” where he leverages sport as a diplomatic instrument while teaching Innovation and Digital Transformation in Sport Management. He is also the author of “Sport, Entertainment and Digitalization” (FrancoAngeli, 2022). In 2025, he received an Honorary Degree in International Economics and Finance from ISFOA Swiss International Telematic University for his international influence and visionary leadership.
