Road to SFS 25: Innovation and the Future of Football with Alessandro Giacomini of Infront Italy
As we approach SFS25, the Social Football Summit continues to strengthen strategic collaborations with the main players in the world of football and sports business. Among them, Infront Italy stands out as a key partner in innovation, technology, and sports rights management.
In this interview, we spoke with Alessandro Giacomini, Managing Director of Infront Italy since 2019, to understand how the evolution of media, changing fan habits, and digital opportunities are transforming football, and how the partnership with SFS contributes to delivering innovative content, experiences, and strategies to clubs, leagues, and commercial partners.
What, in your opinion, are the priorities for those operating in the sector?
“Football is undergoing a profound transformation. Fans no longer want to simply watch a match—they want to live an immersive, continuous experience. This requires new languages, new platforms, and constant listening. The priority for clubs, leagues, and commercial partners is to understand these needs and build authentic relationships that last over time”.
Infront has always been a benchmark for the evolution of the sports market. What is your role in this transformation today?
“We guide our partners through a journey of innovation that combines technology, content, and commercial strategy. We provide expertise and solutions to maximize rights, improve fan experience, and create new sustainable business models. Our goal is to generate shared value with a long-term vision that balances economic growth and the quality of the sports experience”.
How important is the digital dimension in the relationship between clubs and fans?
“It has become central. Digital enables a direct and constant dialogue with the audience, opening the way to personalized content and real interactions. It is also a significant development opportunity for the entire ecosystem: it allows clubs to expand their fan base, engage new generations, and experiment with new storytelling formats”.
Artificial intelligence is revolutionizing many sectors. Which applications do you see as most promising for football?
“AI can contribute in several areas: from content production and distribution to fan data management, and even sponsorship optimization. It enables more relevant experiences and supports strategic decisions based on concrete insights. However, it is essential that this innovation remains at the service of people and the values of sport”.
What is Infront’s vision for the future of football and the sports industry?
“The future can be summed up in three key words: innovation, collaboration and sustainability. Innovate to make football increasingly competitive and inclusive; collaborate to create synergies across the entire value chain; and operate sustainably, with growth that respects people and territories. Infront will continue to be a reliable partner for those who want to build the future of sport with passion and vision”.
