Beyond the Pitch: Serie A is a Total Communication Platform. The Value Between Emotion and Data
Innovation, engagement, and ROI measurement. These were the keywords of the panel “Beyond the Pitch: Innovation in Sponsorship,” moderated by Chiara Icardi (Sport Mediaset), which brought together industry experts to discuss how football sponsorship is evolving from a mere presence to a genuine communication strategy. On stage were: Michele Ciccarese (Lega Serie A), Nino Ragosta (Fantacalcio), Marco Pellizzoni (YouGov), Francesco Meroni (Mondelez), and Giorgio Cohen Carafa (Iliad).
Serie A: from sporting event to digital platform
Michele Ciccarese began by clearly defining the league’s new role. Michele Ciccarese: “Serie A today is a communication platform, not just a sporting event. Companies like Mondelez and Iliad invest in football because it touches deep emotional levers within the target audience. 70% of the 13 billion Euros spent on advertising in Italy is digital, not television. We must evolve our offering to dialogue with the fanbase through innovative digital tools.” The concept of “chorality” (unity) and the fan as a “fantasy coach” emerged as decisive strengths.
Measurement: the anatomy of a winning sponsorship
Why do brands continue to invest in football? The answer, according to the experts, lies in the measurability of results. Marco Pellizzoni: “The passion for football never wanes, and we expect growth in investment from brands, which is very positive. Our unique feature is monitoring the three phases of a sponsorship: the why invest, the how the campaign evolves in terms of awareness, and, finally, obtaining long-term results. Data never lies.” YouGov data highlights that the impression and consideration of all brands present on the panel are significantly higher in the target audience passionate about football.
Fantacalcio and brand cohesion: the continuous experience
Fantacalcio, with 7 million registered users, was cited as the main engagement tool that keeps attention high on the Serie A product, even outside the match day. Nino Ragosta : “We are a continuous engagement platform, with a community that we leverage with a pop TOV (Tone of Voice) and constant interaction. The logic of attention creates aggregation: this is what any brand desires today. The union of sport, gaming, and brand translates into winning partnerships. Francesco Meroni illustrated the success of Philadelphia and the Coach of the Season initiative. Francesco Meroni: “We asked ourselves how to capture the consumer’s attention, which is the new currency. The partnership with Fantacalcio, through the Coach of the Month, allowed us to reward the fantasy coaches by offering them the opportunity to meet the real-life Coach of the Year.”
Ethics, technology, and future prospects
Iliad, a leader in the Telco sector, links itself to football by supporting technological development (such as VAR and Goal Line Technology) and promoting core values like transparency and clarity, aligning with the Lega Serie A. Giorgio Cohen Carafa: “Iliad made a clear promise to Italian consumers that never changes: the same transparency as Lega Serie A, which invests in technology. For us, it is fundamental to develop meet-and-greet events to introduce our reality and mobilize people, consolidating our reputation among Italian Telcos.” Attention also shifts to the future, especially when discussing children. The Filadelfia Junior Cup was defined as a winning choice for transmitting the values of sport and linking people to the brand through a complete experience.
In conclusion, Serie A is no longer relegated to the role of mere sponsorship but is a genuine media platform. YouGov data demonstrates that targeted partnerships can generate exponential growth, as in the case of Philadelphia, which recorded a double growth rate in terms of awareness and sales in households with football fans. The common goal is to further stimulate penetration in the 5.5 million households of enthusiasts yet to be reached.
