{"id":24393,"date":"2025-01-20T11:08:45","date_gmt":"2025-01-20T10:08:45","guid":{"rendered":"https:\/\/www.socialfootballsummit.com\/figc-and-a-new-communication-paradigm\/"},"modified":"2025-01-20T11:31:36","modified_gmt":"2025-01-20T10:31:36","slug":"figc-and-a-new-communication-paradigm","status":"publish","type":"post","link":"https:\/\/www.socialfootballsummit.com\/en\/figc-and-a-new-communication-paradigm\/","title":{"rendered":"FIGC and a new communication paradigm"},"content":{"rendered":"\n<p>Among the many panels featured at <strong>SFS<\/strong>, the one with <strong>Giovanni Valentini <\/strong>\u2013<em> Chief of the Revenue Area and Deputy Secretary-General of the Italian Football Federation (FIGC) <\/em>\u2013 focused on the evolution of communication strategies within the <strong>FIGC <\/strong>in recent years. The discussion, moderated by<em> DAZN journalist <\/em><strong>Barbara Cirillo<\/strong>, provided an in-depth look at the paradigm shift initiated in 2018 following Italy&#8217;s failure to qualify for the World Cup.<\/p>\n\n\n\n<p>The objective was clear: to revive the national team\u2019s appeal and reach a wider audience by<strong> shifting the focus from sporting results to a broader and more engaging narrative<\/strong>. This approach enabled revenue growth that became independent of on-field performance, thanks to a long-term strategic project.<\/p>\n\n\n\n<p>A cornerstone of this new communication strategy was the creation of authentic and original content. Through an internal production system \u2013 a true &#8220;Media Factory&#8221; \u2013 exclusive materials were developed, including behind-the-scenes footage, training sessions, and match broadcasts, culminating in a unique archive.<\/p>\n\n\n\n<p>The Media Factory also led to the creation of <em><strong><a href=\"https:\/\/www.vivoazzurrotv.it\/\">VivAzzurro TV<\/a><\/strong><\/em>, a freemium platform offering a wide range of content: from youth national team matches to Under-21 fixtures and exclusive behind-the-scenes coverage. Future objectives include expanding the offering to feature the women\u2019s Serie B league and broadcasting one Serie D match per week.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"SFS 24 panel - L&#039;evoluzione dell&#039;area revenue: dove siamo arrivati e le prospettive future (FIGC)\" width=\"1100\" height=\"619\" src=\"https:\/\/www.youtube.com\/embed\/4uut9zOi8Xg?start=7&#038;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>A key element of this new direction was the cultural transformation within the FIGC&#8217;s revenue area. <strong>Annual revenue increased from \u20ac35 million to \u20ac120 million<\/strong>, thanks to an innovative and structured approach. This achievement was made possible by focusing on key assets critical to the FIGC\u2019s success, as highlighted by Valentini himself.<\/p>\n\n\n\n<p>He stated: &#8220;<em>From 10 million followers, we have grown to 18 million across all platforms, communicating vertically on each while maintaining differentiation. We were the first federation to introduce virtual advertising for matches abroad, featuring Italian feeds on RAI. Our key words are <strong>headcount <\/strong>\u2013 because we invest in human capital, <strong>brand <\/strong>\u2013 essential to staying connected with the market, and <strong>credibility <\/strong>\u2013 for innovative projects that deliver results<\/em>&#8220;.<\/p>\n\n\n\n<p>Looking to the future, the Federation aims to contaminate its brand with influences from other worlds and dimensions, strengthening its connection with younger generations. Projects like the <strong>34 in-house live shows<\/strong>, which have reached approximately <strong>12 million unique viewers<\/strong>, and the involvement of football legends, are designed to rekindle the sense of pride and connection with the national jersey that had diminished in recent years.<\/p>\n\n\n\n<p>In an increasingly competitive landscape, the FIGC continues to innovate, building a communication model that blends tradition and modernity with the goal of establishing itself as an example of excellence in the international football scene.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Among the many panels featured at SFS, the one with Giovanni Valentini \u2013 Chief of the Revenue Area and Deputy Secretary-General of the Italian Football Federation (FIGC) \u2013 focused on the evolution of communication strategies within the FIGC in recent years. The discussion, moderated by DAZN journalist Barbara Cirillo, provided an in-depth look at the paradigm shift initiated in 2018 following Italy&#8217;s failure to qualify for the World Cup. The objective was clear: to revive the national team\u2019s appeal and [&hellip;]<\/p>\n","protected":false},"author":20,"featured_media":24392,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[277,401,157,283],"coauthors":[],"class_list":["post-24393","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-3","tag-calcio-4","tag-comunicazione-2","tag-figc-en","tag-sfs-3"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>FIGC and a new communication paradigm - SFS<\/title>\n<meta name=\"description\" content=\"With a communication revolution launched in 2018, FIGC has transformed its approach, captivating fans and new generations with innovative strategies and exclusive content\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.socialfootballsummit.com\/en\/figc-and-a-new-communication-paradigm\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"FIGC and a new communication paradigm - 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