During the SFS24, one of the most followed panels explored the state of Italian football, highlighting its ability to adapt and its potential to create value. Moderated by Marco Bellinazzo, journalist for Il Sole 24 Ore, the discussion featured experts such as Mario Ferro (Head of Marketing & Retail Services Eni Live), Giorgio Carafa Cohen (Chief Brand and Revenues Officer Iliad), Nino Ragosta (CEO Fantacalcio), and Michele Ciccarese (Commercial & Marketing Director Lega Serie A).

Italian football is at a crossroads, where challenges and opportunities intertwine, requiring innovative strategies to maximize its potential. The key issue remains creating value within an ecosystem that equally involves clubs, fans, and partners. To achieve this, Lega Serie A, the main driver, has taken on a strategic role, acting as a joint partner with its stakeholders and demonstrating remarkable growth in sponsorship revenue. From €30 million in 2019, this figure has increased to €75 million today. This growth stems from a strategy focused on innovative partnerships, shared values, and engaging its fanbase.

Among the many actors collaborating with Serie A, Eni Live stands out as a title sponsor positioning itself within the sustainable mobility market, with a focus on biofuels and repositioning its offering. Mario Ferro emphasized how the company’s project aligns with Serie A’s vision, focusing on people and formulating promotional initiatives that have achieved customer participation rates far exceeding industry standards. “We organize instant-win contests aimed at winning tickets for specific matches, but more broadly to create extraordinary experiences. Nearly 34% of our customers actively participate, whereas the usual benchmark ranges between 9% and 12%“, said Ferro.

Iliad is another strategic partner, with a core business centered on innovation and technology. This partnership focuses on improving tools such as VAR and goal-line technology, prioritizing transparency and simplicity. The results are tangible, as the Iliad International Broadcasting Center serves as the state-of-the-art production hub for all Lega Serie A content and hosts the VAR Center. Finally, Fantacalcio also plays a significant role in enhancing visibility and product depth, leveraging its network to promote every Serie A club and investing in the emotional assets of team creation and management.

Italian football aims to strengthen experiential value for both partners and fans by creating exclusive content and promoting monetizable engagement initiatives. “The next step is to invest in smart stadiums and synergies that strengthen the connection between clubs and stakeholders. We conduct benchmark analyses to align with the twenty clubs in the League and propose marketing projects with high commercial value“, Ciccarese concluded.

With this vision, Serie A aspires to redefine the standards of modern football, becoming a global platform capable of connecting tradition and innovation.