LIGA F Launches "HERE IT COMES", on Women's History Month

Mar. 26, 2025

According to FIFA data, equal opportunities for boys and girls to become footballers will not arrive until 2067. But if women have proven anything, it’s that they don’t wait for things to arrive. They go after them.

To mark Women’s History Month—a time to celebrate the achievements and contributions of women throughout history—LIGA F, the professional women's football league in Spain, launches "QUE VIENE" (“HERE IT COMES”), a new campaign that puts the power of women's football as a driver of social change at the center. The campaign was developed by the independent creative agency El Ruso de Rocky and directed by filmmaker Chloé Wallace with production company ROMA.

"QUE VIENE" (“IT’S COMING”) is a message of strength and determination, inspired by the popular chant that echoes in Spain from schoolyards to stadiums right before something good or powerful is about to happen. The central piece of the campaign is a spot that reflects the evolution of women's football in Spain, paying tribute to the women who broke barriers in different fields of society. 

The campaign's message is clear: while equality in football has not yet been achieved, women do not wait—they push forward to achieve it. In the words of Ángela Pacheco, Creative Director at El Ruso de Rocky, “This is not just a spot; it’s a war cry. A tribute to all those incredible women who answered, ‘Just watch me do it,’ when they were told, ‘You can’t.’ Women who don’t wait for anything—they go and take it.” 

Professional women's football has become a benchmark not only in sports but also in society, creating a community that drives talent and equality. With "QUE VIENE" (IT’S COMING”) Liga F reaffirms its commitment to building a more equitable future for upcoming generations.

A Collective Campaign

Among the Liga F figures featured in the spot are Aitana Bonmatí holding her Ballon d'Or, iconic moments from the 2023 Women's World Cup, and players such as Salma Paralluelo and Vicky López (FC Barcelona), Lola Gallardo (Atlético Madrid), Sara Ortega (Athletic Club), Andreia Jacinto (Real Sociedad), Alexia Fernández (Granada CF), and Mari José Pérez (UDG Tenerife). The spot also features teams such as Real Madrid, Levante UD, UDG Tenerife, and Madrid CFF.

But women's football also breaks barriers between reality and the virtual world, featuring in-game footage from EA Sports' FC25 video game.

Additionally, numerous pioneering women or those who have stood out for their contributions to social progress and women's rights have lent their image to the campaign:

• Irene González – Spain’s first female footballer.
• María Jover – Spain’s first female judge.
• Lili Álvarez – The first Spanish female tennis player to compete in the Olympic Games.
• Clara Campoamor – Spanish politician, champion of women’s suffrage.
• Rocío Jurado – Singer and icon of Spanish culture.
• Margarita Salas – Spanish biochemist with great international influence.
• Isabel Coixet – Spanish film director and screenwriter.
• Paloma del Río – Journalist and iconic sports commentator in Spain.
• Olga Viza – Iconic sports journalist.
• María Escario – Iconic sports journalist.
• Susana Guasch – Current sports journalist.
• Estirando el chicle, alongside Lala Chus, Henar Álvarez, and Patricia Espejo – Comedians and cultural figures.
• Elvira Sastre – Poet and writer.
• Aitana – Singer and cultural phenomenon of Generation Z.
• Paula Leitón – Water polo player for the Spanish national team, Olympic gold medalist.
• Rigoberta Bandini – Spanish singer and songwriter.
• Sara Socas – Spanish freestyler and rapper.
• 1970 Spanish Women’s National Football Team – The first women’s national team, not officially recognized by the Federation until the 21st century.