A football club's financial success increasingly depends on its ability to generate revenue beyond results on the pitch, through new commercial strategies, infrastructure development and fan engagement. This was the main topic of the panel on the Engagement Stage by Go Project at SFS 26, featuring Michael Gandler, Chief Business Officer at AS Roma; Giorgio Brambilla, Chief Revenue Officer at Palermo FC; Tommaso Bianchini, Managing Director of Business Area at SSC Napoli; Nicola Boscaro, Chief Revenue Officer at Venezia FC; and Giovanni Valentini, Chief Revenue Officer at FIGC. The discussion was moderated by Riccardo Nasuti, Strategic Advisor at SFS.
Tommaso Bianchini opened the discussion by highlighting the importance of a strong organisational structure to face the changes taking place across the industry. Since joining Napoli at the end of 2021, one of his main challenges has been building an internal system based on people, skills and well-defined processes.
The other speakers shared this view, identifying different priorities for club growth: from infrastructure for Boscaro to artificial intelligence and communication for Brambilla, and fan engagement for Gandler. From the Federation's perspective, Valentini also stressed the importance of recognising emerging market trends.
The discussion then focused on club development strategies, starting with Napoli's centenary celebrations. "A sports manager has the responsibility of representing the passion of millions of fans. Celebrating 100 years of such an important club has a huge impact," explained Bianchini. The project goes beyond football and connects with the moment the city is experiencing: "Naples is attracting attention in many different sectors, and we decided to celebrate the centenary through a prayer that became a video, a procession and a story capable of involving sponsors as well."
AS Roma is also preparing to celebrate its centenary, an event the club has already been working on for two years. "It's a key moment to develop new projects and attract sponsors and partners. Sport is constantly evolving, and Roma wants to create digital assets that can meet market needs," explained Michael Gandler, also highlighting the opportunities offered by the Italian capital to test business models that could be expanded internationally. "Rome is a special market. If a project doesn't work in Rome, it won't work anywhere else."
Beyond commercial projects, another key element is the sense of belonging, particularly important for Palermo FC, which represents Sicilian identity on an international level. "We've carried out many activations over the past few years. Everything we do must be authentic and create a connection with our fans, including those overseas, such as in Australia," explained Giorgio Brambilla. This approach helps the club create value and strengthen its brand credibility, making it more attractive to potential commercial partners.
Turning to infrastructure, Nicola Boscaro shared the vision of Venezia FC, which is working on new facilities and projects connected to the local area. "The ownership's vision is that all infrastructure investments must maintain a strong connection with the local community. Fans have always been at the centre of the project and have also been involved in the decision-making process." The strategy also aims to involve local businesses and make the most of the city's tourism potential, with around 25 million visitors every year. "Our goal is to create continuity and bring people to the stadium even outside football matches."
A different perspective came from the FIGC, which faces the challenge of promoting the Italian national team's brand regardless of results on the pitch. "The Federation must promote the Azzurri shirt even during difficult periods in sporting terms, because it represents one of the few things that bring the whole country together," explained Giovanni Valentini. The main challenge is managing changes in visibility and engaging fans across the entire country.
To close the panel, the speakers identified the main investment priorities for the future of football business. For Napoli, Bianchini highlighted artificial intelligence and technological innovation, announcing a new partnership with Google. Venezia and Palermo focused on infrastructure and the development of inclusive sports facilities capable of strengthening ties with local communities. For Roma, the priority will be data science, which will play a key role in understanding fans better, making better use of data and developing new business models.
The discussion highlighted how the financial future of football clubs increasingly depends on their ability to combine innovation, local identity and new commercial opportunities, creating value well beyond the 90 minutes on the pitch.