The Italian league strives to achieve this through a well-thought-out plan and roadmap that will unlock collaboration opportunities with local and regional partners. It also aims to enhance the reputation of its iconic clubs, including Juventus, AC Milan, Fc Inter, As Roma, Ssc Napoli and Lazio. Furthermore, the league intends to better engage with Calcio fans by investing more in grassroots talent, implementing charitable initiatives in regional markets, and creating tailored content for Millennial and Gen Z audiences.
“We are delighted to continue expanding our ‘Calcio’ product globally and to face new challenges that are crucial steps towards the internationalization of Italian football,” said Luigi De Siervo, CEO of Lega Serie A. “By establishing our presence and opening a new office, our goal is to be closer to our fans and long-time supporters in the strategic Middle East market.
“At the same time, we aim to promote a healthy education of the new generations in the values of sports, involving them both on and off the field through projects with digital experiences. Additionally, we are developing entertainment initiatives for fans by localizing Lega Serie A events that will feature teams, players, and legends.
“Thanks to our broadcasters and regional partners, Abu Dhabi Media and Starzplay, we will bring football even closer to the fans, providing them with a unique and immersive experience. We are convinced that through the spread of our product in these areas, many young talents from the Middle East will have the opportunity to regularly play in Serie A,” concluded De Siervo.
Commenting on the announcement, Alfonso De Stefano, Managing Director of Lega Serie A in the MENA region, said: “The MENA region is a crucial market for us, with a deep passion for football and a growing interest in the Italian game. There are already an estimated 16 million Lega Serie A fans in the region, with half of them under the age of 25. Connecting with this fan base and the wider audience of football lovers in the region is our top priority. Our new headquarters strengthens our regional presence, giving us direct access to fans and opening doors to future collaborations with key stakeholders in our sport and beyond.”
During the office opening, Lega Serie A also emphasized its dedication to establishing grassroots initiatives in partnership with regional football associations and training academies, with the aim of encouraging and developing local talent, passion, and skill.
Omar Al Hakim, Head of Brand Partnerships for Lega Serie A in the MENA region, said: “Our mission here is not only to promote Lega Serie A, but also to act as a catalyst for football development in the MENA region. We are looking to establish relationships and forge partnerships with organizations that share our values, to nurture local talent and promote the appreciation for the sport throughout the region.”
To engage football fans, especially Gen Z audiences, Lega Serie A recently launched a bilingual English and Arabic Snapchat account. This makes it the first global football league to provide Arabic content for its MENA audience. The league also plans to announce several new initiatives and content partnerships in the upcoming months.
In 2022, Lega Serie A signed a broadcasting partnership with Abu Dhabi Media and Starzplay. As a result, these platforms exclusively stream the league’s matches to audiences in 20 countries across the MENA region.
For more information about Lega Serie A, please visit www.legaseriea.it.
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Hasibur Rahaman is a passionate sports journalist. He covers everything from cricket to field hockey, delivering up-to-the-minute updates and in-depth analysis of sporting events, both within India and on the international stage.
