Fran Carrasco: Large-Scale Visual Communication

The CEO of Molcaworld discusses how design, experience, and innovation transform sports into a platform for value.

Soccer is excitement, identity, and entertainment. But it’s also a business. And at the intersection of branding, experience, and strategy, visual communication plays an increasingly crucial role. This is the focus that Fran Carrasco, CEO of Molcaworld and a member of FESPA Spain, will explore in his presentation at the FESPA Global Print Expo 2026.

Under the title “The Influence of Visual Communication in the World of Soccer,” Carrasco will discuss how visual elements shape the identity of clubs and competitions, impact the fan experience, and create new business opportunities through design, signage, retail, and digital content.

Soccer is much more than just a sport. It’s a brand, it’s excitement, and it’s an experience that’s also shaped by visual elements, both inside and outside the stadium.

From Screen Printing to a Global Experience

Molcaworld’s history is a good reflection of the industry’s evolution. “Molca World is a 28-year-old company that started out doing screen printing and signage, basically,” he notes. “But little by little, we expanded into other areas: interior design, sporting events, and sports and corporate venues.”

This evolution responds to a clear market need: not to remain static. “It’s a bit like how you can branch out into other lines and not get stuck in a rut,” he adds.

Focus on value, not price

In a competitive environment, Carrasco advocates a clear strategy. “We always talk about differentiation,” he says. “Providing a truly exclusive, high-quality service with meticulous attention to detail, innovating, and committing to sustainability.”

In light of this, he issues a direct warning to the industry: “The price war spells certain doom for many companies.” He adds: “In the end, it seems like the customer benefits, but that’s not really the case, because value is lost as well.”

FESPA as a benchmark

For Carrasco, FESPA is a must-attend event on the industry calendar. “For us, it’s always a must-visit,” he explains. “You get to see all the latest trends in innovation, as well as the new materials, services, and products on offer at each edition.”

The 2026 event in Barcelona further amplifies its impact. “It’s very important that FESPA comes to Spain,” he says. “Not everyone can travel to other countries, and this is going to give the entire industry a huge boost.”

In addition to the technological aspect, the event’s value in terms of building relationships stands out. “You always take away positive things—not just from what you see, but also from networking and potential collaborations.”

Inspiration for Growth

Beyond trends, Carrasco focuses on inspiration as a driver of change. “You’ll have the opportunity to see a lot of new things, many of them inspiring,” he explains. “Not just for what you’re doing today, but to open yourself up to new directions you may not have considered.”

Even for those who aren’t directly involved in the industry, the impact can be significant. “People outside the industry are going to be very surprised by everything there is to see there,” he says.

With FESPA 2026 in Barcelona, the industry will have a unique opportunity to understand this evolution. “I advise everyone to come,” he concludes. “Because you always take away something positive.”

Check out all the available presentations at FESPA Global Print Expo 2026 here, and be sure to stop by the FESPA Spain booth to learn firsthand about the benefits and opportunities of becoming a member of the association.