The final panel of the SFS Saudi Edition focused on the international ambitions of Serie A, the projects of Italy’s top football clubs, and the strategic importance of the Middle East for the future of football. On stage were Michele Ciccarese (Commercial & Marketing Director – Lega Serie A), Giorgio Ricci (Chief Revenue Officer – FC Internazionale Milano), Francesco Calvo (Managing Director Revenue & Football Development – FC Juventus), Maikel Oettle (Chief Commercial Officer – AC Milan), and Bobo Vieri (Ambassador – Lega Serie A).
The expansion of Serie A beyond national borders has now become a priority. “In the past, we focused on the local market”, said Ciccarese, “but today we are working to promote our league worldwide, leveraging the fanbases of Inter, Milan, and Juventus. The partnership with Riyadh is a source of pride, as it allows us to showcase the beauty of our territory and the Made in Italy”.
The numbers speak for themselves: in Saudi Arabia, there are over 30 million Serie A fans. These fans not only passionately follow Italian football but are also eager to discover Italy as a travel destination, demonstrating the potential synergy between sports and cultural promotion.
Ricci emphasized how Inter’s strategy revolves around the concepts of consistency and concreteness. The team not only competes in international finals but also actively invests in local projects, such as the opening of academies in Jeddah. “Being present in the Middle East,” he stated, “is fundamental for combining opportunities and concrete projects”.
Milan also has a long history of international collaborations, with a focus on Dubai and a strong relationship with Emirates, one of the club’s most iconic sponsors. Cultural diversity and differences in business models are not seen as obstacles but as opportunities to build a global brand. This strategic approach is also shared by Juventus, which in 2019 opened an office in Hong Kong to expand its presence in the Middle East, highlighting the added value such projects can bring not only to football but also to sports tourism and local development.
During the panel, a six-episode documentary series produced by Serie A was presented, showcasing the League’s activities in Saudi Arabia. This project, involving local partners, aims to strengthen the bond between Saudi fans and Italian football, demonstrating Serie A’s commitment to authentic and sustainable growth. Equally important is the search for local talents and collaboration with regional entities, leveraging cultural diversity and providing exclusive content. Vieri himself highlighted how Saudi football is growing rapidly, thanks to the presence of high-level players who could represent an interesting opportunity for many Italian clubs.
With a well-defined strategy and innovative projects, the future of Italian football appears increasingly global.
SFS Saudi Edition, Ciccarese: “The partnership with Riyadh allows us to showcase the beauty of our territory and the Made in Italy”
The final panel of the SFS Saudi Edition focused on the international ambitions of Serie A, the projects of Italy's top football clubs, and the strategic importance of the Middle East for the future of football. On stage were Michele Ciccarese (Commercial & Marketing Director – Lega Serie A), Giorgio Ricci (Chief Revenue Officer – FC Internazionale Milano), Francesco Calvo (Managing Director Revenue & Football Development – FC Juventus), Maikel Oettle (Chief Commercial Officer – AC Milan), and Bobo Vieri
Giga & Mega Projects: Ambition and Innovation in Saudi Arabia’s Sports Vision
Saudi Arabia is reshaping the global sports landscape with an ambitious and innovative strategy, as highlighted during the "Giga & Mega Projects" panel recently held in Riyadh as part of the SFS Saudi Edition. During the event, Fahd Al-Subaie (Director of the Clubs Investment Department – Ministry of Sport), Abdullah Maghram (Director of the International Communication Department – Ministry of Sport), and Basim K. Ibrahim (Sport Segment Director – Ministry of Investment) showcased how the Ministry of Sport is driving
SFS Saudi Edition: Making the Arabian Peninsula an attractive sports platform and a global tourist destination
"Sport, and the tourism associated with it, is an integral part of Saudi Vision 2030. The ultimate goal is to make the Arabian Peninsula an attractive sports platform and a global tourism destination", stated the Deputy General Secretary of SAFF Ibrahim Alkabbaa during the session 'Sports Tourism and Major Events: Opportunity and Impact of Football Competitions' held as part of the SFS Saudi Edition. To discuss it with him, Laith Khayyat (Executive Director of Strategy and PMO – Mahd Sports Academy),
SFS Saudi edition: Football, Investments and new global visions
At the SFS Saudi Edition, within a framework of internationalization and enhancement of the Serie A product, globally renowned guests from the football industry participated. Carlo Baldocci, the Italian ambassador to Saudi Arabia, Ezio Maria Simonelli, the newly elected president of the Serie A League, and Abdulrahman Justaniah, Deputy Minister for Strategic Planning and Investments at the Saudi Ministry of Sports, opened the scheduled panels with institutional greetings addressed to the audience and those streaming the event on the Summit's
The Digital Challenge in Football: Strategies to Win Over the New Generations
In a panel moderated by Kike Levy, Head of NJF Sports and Media, the radical transformation of the football industry and younger generations’ communication styles and use of social media were analyzed. "Reaching and Engaging the Next Generation of Sports Fans", the name of the panel, featured Roberto Monzani – Media House Director at FC Internazionale – and Ronan Joyce – Director of Digital Innovation D2C at Manchester United – sharing their insights on a crucial topic. Football has changed not
TIM and FIGC: 25 Years of Winning Connections in Sports
The partnership between TIM and FIGC is a long-standing one, soon to celebrate its 25th anniversary. A journey that began in 1999 between two similar organizations, both representing Italian identity and committed to values such as sports and solidarity. During a panel moderated by DAZN journalist Barbara Cirillo, Giovanni Valentini – Head of Revenue Area and Deputy General Secretary of FIGC – and Sandra Aitala – Head of Brand Strategy and Commercial Communication at TIM – reflected on the initiatives promoted
VIVA EL FUTBOL: A NEW COMMUNICATIVE PARADIGM
"Football for the people" as Lele Adani puts it to summarize his life philosophy. During the Summit, he took the stage at the Football Stage alongside his friend and broadcasting partner Nicola Ventola. In a panel moderated by Vito Pace, CMO (Chief Marketing Officer) of Urban Vision, the two discussed the new online format 'Viva el Futbol'. After their experience with 'Bobo TV', the former footballers — together with Antonio Cassano — decided to continue their journey by launching a project
Exploring AI’s Role in Football at SFS24
On the first day of the Summit, several experts and professionals specializing in artificial intelligence analyzed and delved into the role it will play in the football industry. Hosted by lawyer Luca Pardo, the panel featured Valeria Portale (Researcher, School of Management, Politecnico di Milano), Geo Ceccarelli (Chief Information Officer, Marimo), Edoardo Degli Innocenti (CIO, Kama Sport), and Paolo Capitelli (Communities of Practice Director, Reply). The use of data in football dates back to the era of Arrigo Sacchi’s AC Milan,
CREATORS AND BROADCASTERS: NEW PLAYERS IN THE ENTERTAINMENT LANDSCAPE
The evolution of sports content consumption, as we have already explained in this article, is gradually shifting towards content creators and increasingly innovative digital platforms. Traditional media are now competing with players capable of engaging new generations using fresh and dynamic communication codes. This was the main topic of the panel "Creator contamination in the sport rights and entertainment landscape", held during the SFS. On stage at the Football Stage, industry experts shared their insights. Speakers included Andrea David Rizzi -
SFS24, Serie A, and TikTok: Redefining the Language of Football
Football is no longer just played on the pitch but also told through the viral trends dominating social networks. TikTok has become the ideal platform to rewrite the language of Italian football, and Serie A is riding this trend with innovative and engaging content. For this reason, SFS24 hosted the self-moderated panel "Serie A on TikTok: Redefining the Language of Italian Football", featuring two creators — Lisa Offside and Sinnaggagghiri — along with Pierdamiano Tomagra, Head of Digital at