Linea Oro Sport takes the turf with SFS for a sustainable revolution
The SFS transcends the concept of a convention, establishing itself as a true catalyst for the creation of a more sustainable and cutting-edge football ecosystem, as outlined in its programmatic manifesto. To stimulate the evolution of the sector, a joint commitment is essential: from the integration of ethical and responsible practices to the strategic use of technology, up to the enhancement of an impact that does not end at the final whistle.
It is with great satisfaction that we announce the collaboration with Linea Oro Sport: Official Outfit Partner. This partnership fits perfectly into this vision. Born as a reference point in technical-sportswear supply for football and cycling, the company has successfully evolved, excelling not only in the distribution of high-quality products but also in the implementation of cutting-edge customization services, fully embracing the digital transition.
Linea Oro Sport’s commitment to creating bespoke kits and supplies, combined with its focus on process innovation (from logistics to e-commerce optimization), faithfully reflects the objectives of SFS: supporting economic growth, training, and raising the standards of efficiency and service for the entire industry.
We had the opportunity to speak with Linea Oro Sport to explore how excellence in technical supplies and the ability to respond quickly to the needs of clubs and athletes can become a determining factor for the innovation and progress of the entire sports system. Below are the key points of our discussion:
Linea Oro Sport has a strong online presence with a well-structured e-commerce. What has been the winning strategy to integrate traditional retail with the digital channel, especially in the sector of supplies for sports clubs?
“Our strategy was not to treat the digital channel as an alternative, but as a natural extension of traditional retail. E-commerce is not just a showcase, but a platform connected to logistics and B2B order management. This allows us to provide sports clubs with a continuous and integrated service: they can purchase, reorder, or customize directly online, with the same attention they receive in our physical showroom of over 1,200 square meters”.
You offer ‘turnkey’ customization and supply services for teams. How does technology (order management, warehouse, dedicated platforms) support the efficiency of these complex services, and what are the advantages for the clubs?
“We manage over a million items in stock, and every phase—from order to delivery—is supported by advanced digital systems. Dedicated club platforms allow for autonomous management of supplies, control of graphic customizations, and tracking of shipments. In this way, we guarantee efficiency, reduced lead times, and a fluid experience for clubs, managers, and technical staff”.
What are the main trends you are observing in the sports supply market for football, both at the amateur and semi-professional levels? Is there a growing demand for specific products or innovative services?
“The sector is evolving in two main directions: customization and sustainability. Clubs, even amateur ones, are increasingly requesting unique, identity-driven products that are consistent with their brand. There is also a growing awareness of recycled materials and low-impact production processes. We respond with custom solutions and partnerships with brands that invest in sustainable research and innovation”.
Your core business is linked to clubs. What are the key elements for building and maintaining solid, long-term partnerships with sports clubs, beyond simply supplying material?
“A solid relationship is born from trust, but is maintained through service. We offer much more than products: we support clubs in creating a visual identity, managing merchandising, and seasonal logistics. Listening and the ability to adapt to their real needs are the true loyalty factors.”
SFS places great emphasis on sustainability. Has Linea Oro Sport implemented or is it considering the introduction of supplies made from sustainable materials or more ecological practices in the management of logistics and the production of custom kits?
“We have already started a journey that touches multiple areas: from the selection of garments made with recycled fabrics to the reduction of plastic packaging, up to the optimization of shipments to limit emissions. We are also developing eco-friendly kit lines and low-environmental-impact printing processes, because we believe that innovation also comes through respect for the environment.”
Why did Linea Oro Sport choose to participate in the Social Football Summit this year? What do you expect from this networking and business platform?
“We chose to participate because it represents the ideal platform for sharing experiences, creating synergies, and enhancing the role of technical suppliers in modern football. It’s an opportunity to dialogue directly with clubs, federations, and technological partners, bringing Linea Oro Sport’s vision as an integrated model between sport, business, and innovation.”
In what way can your experience in the B2B sports supplies sector, and in particular the innovation you bring to club service, be an inspiration or value for the other stakeholders present at the Summit (clubs, federations, tech companies)?
“Our B2T – Business to Team – approach can be an inspiration to many operators: it means building a service system around the clubs, not above them. We bring an industrial and technological mindset to a sector that is still very fragmented, creating shared value through efficiency, branding, and digitalization.”
Looking to the future, what are the next steps Linea Oro Sport intends to take to remain a reference point in the sector?
“We want to consolidate our role as a strategic partner for sports clubs, investing in three directions: digitalization of processes, internationalization of the model, and product sustainability. The goal is to continue to ‘dress the sport and move the passion,’ but with an increasingly global and responsible outlook.”
