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.