Social Football Summit (SFS) and Italiacamp EMEA, in partnership with the International Sports & Entertainment Zone (ISEZA), successfully hosted SFS Snack Dubai on 29 September 2025, gathering institutions, leagues, clubs, companies, and football legends to discuss how football can act as a catalyst for investment, development and leadership across the MENA region.

The conference, held at ISEZA – One Central, Dubai World Trade Centre, featured a rich agenda with panels on destination marketing, the growth of leagues, football’s challenges and opportunities, innovation in broadcasting, and inspiring leadership stories from football legends.

The event was also a great public success, with a full house, attendees standing to follow the sessions, and an audience of highly qualified professionals from across the sports, business, and institutional sectors.

Voices from the event

“The Hub for Made in Italy was created to connect Italian excellence with the MENA region. This event confirmed how sport is not just entertainment, but a strategic bridge for building partnerships, sharing best practices and creating value both locally and internationally,” said Leo Cisotta, General Manager of Italiacamp EMEA FZCO.

“Over the years, SFS has become an international platform where the football industry meets. The discussions in Dubai showed that football can drive innovation, investment and cultural exchange, offering new leadership models for the region,” commented Massimo Tucci, Director of the Social Football Summit.

“Italian football, with its history and global appeal, can play a central role in strengthening economic and cultural ties between Italy, the UAE and the broader region. Sport is a powerful tool for promoting collaboration and growth,” underlined Valerio Soldani, Director of the Italian Trade Agency Dubai.

From the leagues, emphasis was placed on long-term strategy:

“The MENA region is a strategic market for Serie A. From the Super Cup in Saudi Arabia to new broadcasting agreements, we see tangible opportunities to grow our fan base and build partnerships that go beyond football,” said Michele Ciccarese, Commercial Director – Lega Serie A.

“LaLiga’s journey in MENA has been driven by strong local partnerships and grassroots initiatives. Tailoring our approach to the cultural and demographic diversity of the region has been key to our success — and it will remain central to our future strategy,” explained Maite Ventura, Managing Director MENA – LaLiga.

Clubs also highlighted their regional vision:

“For Bologna FC, internationalisation is a cornerstone of our growth. In MENA, we see a vibrant ecosystem where European expertise can contribute to developing the game while learning from the region’s unique dynamics,” commented Christoph Winterling, Chief Commercial Officer – Bologna FC 1909.

“AC Milan has a strong global brand and MENA is a priority market. Digital innovation and new fan experiences are central to how we connect with supporters and partners here, and events like SFS Snack provide an invaluable platform to strengthen those ties,” said Greta Nardeschi, Regional Director MENA – AC Milan.

The panel on broadcasting innovation showcased the importance of partnerships:

“The new agreements with StarzPlay and MBC are not only about rights distribution — they are about building deeper engagement with fans and positioning Serie A as a leading international property in a highly competitive landscape,” said Anna Guarnerio, International Media Rights Director – Lega Serie A.

“The MENA region is one of the most dynamic and competitive landscapes for global sports” emphasized Guido Fienga, Advisor to Lega Serie A. “The goal is to help Lega Serie A unlock its full potential here, not only through strategic broadcasting agreements but also by creating meaningful connections with fans, institutions, and partners. By working alongside leading platforms such as StarzPlay and MBC, Serie A can strengthen its presence and position itself as a premier football brand across the region”.

From the legends:

“Leadership in football is about resilience, discipline and teamwork. These values are as important for young players in MENA as they are for anyone aiming to succeed in life,” reflected Florent Malouda, former Chelsea and France national team footballer.

“Working with the Saudi U-23 team has shown me the incredible potential of young talent in the region. The key is to combine technical development with a culture of responsibility and ambition,” added Luigi Di Biagio, Head Coach of Saudi Arabia U-23 National Team.

The event also included a private morning networking session at the Italiacamp Dubai Hub, where speakers recorded exclusive interviews that will be shared on Italiacamp and SFS platforms. The strong participation and diversity of perspectives confirmed SFS Snack and the partnership with Italiacamp as a unique international platform for dialogue, innovation and collaboration between Europe and the Middle East.