Riyadh – This morning in Riyadh, as part of the initiatives for the EA SPORTS FC Supercup, the event titled “Italy-Saudi Arabia in the Process of Football Globalization”, organized by the Social Football Summit, took place.

Promoted in collaboration with Lega Serie A, the Embassy of Italy in Saudi Arabia, the Italian Trade Agency, the Ministry of Sport of Saudi Arabia, and the Ministry of Investment of Saudi Arabia, the event provided a valuable opportunity to explore the future of sports and the growing synergies between Italy and Saudi Arabia. The Social Football Summit once again confirmed its pivotal role in fostering dialogue and innovation in football by bringing together institutional figures, sports leaders, and high-level managers in Riyadh to discuss strategic topics for the entire sector.

The conference, hosted at the prestigious Mansard Radisson Collection, began with speeches from Carlo Baldocci, Ambassador of Italy to the Kingdom of Saudi Arabia; Abdulrahman Justaniah, Deputy Minister for Strategic Planning and Investment at the Ministry of Sport of Saudi Arabia; and the newly elected President of Lega Serie A, Ezio Maria Simonelli.

“I am very pleased that this is the first sports diplomacy event hosted in Riyadh following the awarding of the 2034 FIFA World Cup to Saudi Arabia. This year’s Italian Supercup edition offered us the opportunity to work together with the Ministry of Sport and the Ministry of Investment of Saudi Arabia to emphasize the importance of sports in the bilateral relations between Italy and Saudi Arabia. This is a key sector where both our countries are decisively investing in infrastructure, training, tourism, technology, machinery, and talent development: there is ample room for growth. This is just the beginning, and there is still much work to be done until 2034,” said Carlo Baldocci, Ambassador of Italy to the Kingdom of Saudi Arabia, in his address at the SFS Saudi Edition.

Abdulrahman Justaniah, Deputy Minister for Strategic Planning and Investment at the Ministry of Sport of Saudi Arabia, stated: “Saudi Arabia has consolidated its global position in sports, as in many other sectors. Winning the bid to host the 2034 FIFA World Cup highlights the significant strides Saudi Arabia has made in the sports sector, particularly in football. Sports are a fundamental part of our Vision 2030, as they contribute to enhancing quality of life, the economy, and diplomacy.”

“I am delighted to take part in this important forum and proud to be here representing Lega Serie A as its President. This meeting is concrete proof of how football can serve as a bridge between cultures and countries that seem distant yet share similarities in their hospitality and warmth. Football is an extraordinary vehicle for uniting people, and this forum is clear evidence of how this sport helps establish crucial business relationships and develop new opportunities. I take this opportunity to congratulate the two finalists, Inter and Milan, as well as the semifinalists, Juventus and Atalanta. This year, Arab fans had the chance to admire four of Italy’s strongest teams—you were truly fortunate. I would also like to thank everyone at Lega Serie A, starting with CEO Luigi De Siervo, for the flawless organization of this event. A special thanks to our local partner SELA and all our sponsors, starting with the Title Sponsor EA SPORTS FC. Personally, what I take away from this event is not just witnessing Saudi Arabia’s significant growth and technological advancement, but also discovering a beautiful country with wonderful traditions and breathtaking landscapes. I truly believe that, in the future, thanks to football and events like these, many people in Europe and Italy will come to discover Saudi Arabia,” said Ezio Maria Simonelli, President of Lega Serie A, in his opening speech at the SFS Saudi Edition.

“A particularly interesting day,” commented Gianfilippo Valentini, Founder of the Social Football Summit and Go Project. “It was a moment of in-depth analysis that confirmed the SFS’s ability to promote discussions between innovation and sports. The large turnout demonstrates the interest in the speakers and the topics addressed.”

Following the institutional speeches, Romy Gai, Chief Business Officer of FIFA, participated in the panel “Italy and Saudi: What’s Next”, offering insights into the opportunities for sports collaboration between Italy and Saudi Arabia.

The panels “Sports Tourism and Major Events: Opportunity and Impact of Football Competitions”, featuring Ibrahim Alkabbaa (Deputy General Secretary – SAFF), Laith Khayyat (Executive Director of Strategy and PMO – Mahd Sports Academy), and Mohammed Basrawi (General Manager of Marcoms – Saudi Pro League), and “Giga & Mega Projects: Ambition and Innovation Across the Kingdom”, focused on Saudi Arabia’s major development projects with contributions from Fahd Al-Subaie (Director of the Clubs Investment Department – Ministry of Sport), Abdullah Maghram (Director of the International Communication Department – Ministry of Sport), and Basim K. Ibrahim (Sports Segment Director – Ministry of Investment), were particularly well-received.

The day concluded with the panel “Italian Supercup: Global Expansion in a Competitive Scenario and the Experience in Saudi Arabia”, featuring Michele Ciccarese (Commercial & Marketing Director – Lega Serie A), Maikel Oettle (Chief Commercial Officer – AC Milan), Giorgio Ricci (Chief Revenue Officer – Inter), Francesco Calvo (Managing Director Revenue & Football Development – Juventus), and Christian Vieri (Ambassador – Lega Serie A).

Among the distinguished guests were Luigi De Siervo, CEO of Lega Serie A; Alessandro Antonello, CEO of Inter; Giorgio Chiellini, Head of Football Institutional Relations at Juventus; Alessandro Del Piero, Roberto Donadoni, and Ciro Ferrara.