Strategic Vision and Global Reach
The Lega Calcio Serie A once again participated in “Leaders Week London,” a prominent event connecting key stakeholders from the global sport-business sector. The conference took place in the British capital from September 29 to October 2.
Luigi De Siervo, CEO of Lega Calcio Serie A, emphasized the significance of their involvement: “Our presence as a partner at `Leaders Week` in London, an environment that brings together the pinnacle of sport-business excellence worldwide, serves to reaffirm the central role of Italian football in the global football landscape.”
We are very pleased because we attracted significant market interest in the strategic prospects for Serie A`s international rights. This is due to the extraordinary competitiveness our league has demonstrated over the past six seasons and in numerous European finals. Furthermore, we showcased our strong ability to innovate the television product with cinematic cameras and advanced technologies like Refcam, which allows Serie A to transport the viewer directly onto the pitch, running alongside the 22 players.
Shevchenko as Ambassador: Connecting with Fans and Promoting “Made in Italy”
Michele Ciccarese, Commercial and Marketing Director of Lega Calcio Serie A, and Italian football legend and ambassador Andriy Shevchenko, played pivotal roles in a panel discussion. They unveiled initiatives designed to promote Italian territories and industries through football, along with editorial and commercial collaborations with international broadcasters to further develop Serie A`s presence in global markets.
In recent years, in collaboration with our clubs, we have completely revamped our commercial strategies. We`ve studied global benchmarks and imbued everything we do with a distinctive Italian touch. Today, we have different title sponsors for each competition, various partners for each of our awards, and new partners for every innovation we develop. Each Lega Calcio partner has a unique story to share with our audience.
Every day, football thrives on public attention. Today, we are not just competing with other football leagues or sports, but with all entertainment platforms. We must harness the potential and strengths of our country: just as there are many fans of Italian football, there are enthusiasts worldwide for Italian food, design, or fashion – Italy is a `lovebrand` globally, and this is our added value. Through each club, in collaboration with the Italian government and the Ministry of Foreign Affairs, we promote our cities and their local production chains. Every club, through the `Made in Italy` project, tells a story of passion, heritage, and culture. This is the narrative we aim to develop.
Shevchenko added that high-quality entertainment and TV co-productions, such as “Unstoppable” – Serie A`s talent show in the Middle East – offer fans novel ways to engage not only with the game but also with the clubs themselves.
At this moment, we are striving to capture public attention. We need to be closer to the fans and encourage people to watch football again, fill stadiums worldwide, and experience the thrill of live sport. In this process, it is crucial that all football stakeholders are involved. It might seem surprising, but our biggest competition isn`t just other sports, but also video games and anything else that consumes people`s time. That`s why we must rethink football as more than just a game; it needs to be an immersive experience that truly engages fans.
It’s not really about competing between leagues, because we are all striving for the same thing: the audience, the fans. Each league represents something unique: it represents history, skills, and great coaches. This is what makes this competition so exciting.
