The seventh edition of the SFS hosted a wide range of women in top roles within the football industry. Journalists, communicators, athletes, and managers took the stage over the two-day event, held on November 19 and 20, at one of the most important showcases in the world.
The More Women in Football panel – which we have already discussed – was a great success, thanks to internationally renowned figures. Budreya Faisal, President of Banaat F.C, Zoe Johnson, Managing Director of Brighton & Hove Albion FC (Women’s & Girls), and Morgan Brennan, Head of UK and Europe at INDIVISA, addressed the delicate issue of the gender gap within the football industry. By sharing their professional and personal experiences, they also opened up space for various social and political reflections. For instance, in a landscape already lacking female representation, some geopolitical areas further limit women’s ability to act.
Among the institutional speakers, on the second day, Elena Palazzo, Lazio Region’s Councillor for Tourism, Environment, Sports, Energy Transition, and Sustainability, illustrated the regional sports law proposal for Lazio, redefined in light of today’s societal developments. This marks a historic turning point for a region that still operates on a twenty-year-old, outdated framework.
“The event provided a fantastic opportunity to connect with peers from across the game, exchange valuable insights, and explore how football can drive positive change. It was an inspiring and impactful two days. I’m already looking forward to next year!” stated Jennifer Morris, Director of the City Football Leadership Institute, one of the most prominent educational institutions in Europe focused on football business training.
When it comes to public affairs and strategic communication, Francesca Buttara deserves a mention. She moderated the panel on the impact of sports tourism for major events alongside Hon. Gianluca Caramanna and Rome’s Councillor Alessandro Onorato.
Among the pillars of this edition were the tech and entertainment sectors. Who better than Carolina Tha (Samba Digital) and Paola Marinone (BuzzMyVideos) to delve into these topics? The Globalization of Football: How Football is Expanding in New Markets panel focused on the digital dynamics transforming the football industry, both in terms of strategic applications and monetization. Speaking about the SFS, Marinone emphasized: “All roads in football lead to Rome. SFS 24 was a fantastic crossroads of experiences and professionals. An event not to be missed”.
Finally, sustainability also played a central role during these two days. Anna Sagarra (Director of Global Projects at Real Betis), Gaia Pretner (Head of Sustainability at ECA), and Cristiana Pace (CEO of Enovation Consulting) outlined the new sustainability roadmap for the football industry. It is not only a matter of responsibility but also a real opportunity for change, as well as a chance to meet and respond to the demands of fans and younger generations.
To conclude, click here to discover the speakers who attended the Stadio Olimpico.
SFS24: All the Women of the Football Industry
The seventh edition of the SFS hosted a wide range of women in top roles within the football industry. Journalists, communicators, athletes, and managers took the stage over the two-day event, held on November 19 and 20, at one of the most important showcases in the world. The More Women in Football panel – which we have already discussed – was a great success, thanks to internationally renowned figures. Budreya Faisal, President of Banaat F.C, Zoe Johnson, Managing Director of Brighton
PickEat: The Startup Poised to Revolutionize the Food & Beverage Industry
Founded in March 2024, PickEat is the startup that clinched victory in the "SFS Extra Time Almaviva" competition. This annual event, hosted by SFS, seeks to spotlight the most promising companies contributing innovation and added value to the Football Industry. After a close contest with the Czech-based TruCrowd — known for developing advanced biometric systems that link tickets directly to users' faces, eliminating the need for physical or digital passes — the jury ultimately awarded the prize to PickEat for its
Seventh edition of the SFS ends here. Looking forward to november 2025
The seventh edition of the Social Football Summit (SFS) came to an end with exceptional results, marking a successful two-day event dedicated to the football industry. The Summit, held at the Stadio Olimpico in Rome, featured over 60 panels, more than 150 speakers, and attracted over 4,000 attendees, including industry professionals, executives, journalists, students, and enthusiasts. Among the distinguished guests were UEFA’s Michele Uva and Giorgio Marchetti, Luigi De Siervo, President of Serie A, Javier Tebas, President of LaLiga, and representatives
Sporting events: impacts and repercussions on the tourism industry
With over 50 million visitors in 2024 and an average stay of 4.2 days, Rome and the Lazio region are experiencing significant growth in their tourism industry. These impressive numbers, which show a substantial increase compared to previous years, are further bolstered by the upcoming Jubilee in 2025. A panel discussion titled "Sporting Events: Impacts and Reflections on the Tourism Industry," moderated by Francesca Buttara of Dowell, delved into these growth factors, potential risks, and the overall tourism system of Rome
How to Enhance the Fan Experience with Adobe
The panel organized by Adobe during the Global Stage focused on monetizing the fan experience, exploring how different organizations can leverage technology and personalization to increase audience engagement. The speakers in this case were 5: Alfonso Becerra, Director of Commercial Innovation, Mexican Football Federation; Marco Di Dio Roccazzella, Shareholder & Managing Director, Global Retail & Consumer Market Leader, and Global Strategy, Data & AI Leader at Jakala; Andrea Peron, Sales Leader Enterprise and Commercial at Adobe; Alexis Grigoriadis, Marketing Director
Venue visions: the future of sport facilities
From the new Spotify Stadium to the Allianz in Turin, passing through the new projects planned, such as integrating technology and events. The vision of the venue where sporting events take place, and not only, was at the heart of the panel moderated by Ivan Ortenzi, which saw the participation of Jordi Penas, head of the Barcelona Museum, Paolo Monguzzi, Stadium & Consumer Business Director of Juventus Football Club, Luca Montebugnoli, Founder Chairman and CEO of Vivaticket, and Silvia Prandelli Senior
The Future of Sport in Lazio: towards new rules and cooperations
Regulatory developments, growth of the tourism and conference industry, accessibility of facilities, and cooperation with local authorities were the topics discussed during the panel featuring the Lazio Region and Sport e Salute, both institutional partners of the seventh edition of the SFS. Francesco Rocca, President of the Lazio Region; Elena Palazzo, Regional Councillor for Tourism, Environment, Sport, Climate Change, Energy Transition, and Sustainability; and Marco Mezzaroma, President of Sport e Salute, engaged in discussions on pressing current issues. The panel was
Interview with the World Champion CMO
During the seventh edition of SFS, the expansion of the AFA brand was also discussed. Giorgia Cenni from Sky Sport interviewed Leandro Petersen of the Argentine Football Federation."We are the federation with the highest revenue from sponsorships", Leandro Petersen began, adding, "We are signing deals with major multinational companies, and we are highly focused on strategic, growing markets like the USA, China, and the Middle East".The Argentine delegate also touched on past challenges: "We started from a difficult position, with
Giusy Meloni interviews Longoria and Suwarso
It was an intense second morning at SFS24 with a panel moderated by Giusy Meloni, who interviewed the President of Marseille, Pablo Longoria, and the President of Como, Mirwan Suwarso. The first to speak was Longoria, who made some very important statements: "Marseille is a special environment. Our need is to continuously engage with our ownership. Obviously, sports results are essential, but at the same time, it’s important to pursue financial sustainability. At the same time, we maintain a social contract
The impact of injuries according to the AIC
The AIC kicked off the second day of SFS24. On stage were the president of the association, Umberto Calcagno, alongside Fabio Giuseppe Poli, the AIC’s Organizational Director, and collaborator Marco Piccinini.“We conducted a study on Serie A, the Premier League, and La Liga, analyzing the 2022-2023 and 2023-2024 seasons, which took place between the World Cup and continental competitions. Our findings show that the increasing number of matches has a significant clinical impact on players, driving up the cost of