Exclusive SFS24: the Serie A festival presented

During SFS24, Lorenzo Dallari (Editorial & Social Director of Lega Serie A) and Luigi De Siervo (CEO of Lega Serie A) presented the upcoming edition of the Serie A Festival, an event designed to bring Italy’s top football league closer to the general public. The festival offers a space for dialogue, discussion, and the celebration of football in all its facets.

The event, created with the goal of showcasing Serie A in an innovative and accessible way, will take place from June 6 to 8, 2025, in Parma, a city with a rich football and cultural tradition. The first edition, held in 2024, marked a significant step in engaging not only industry professionals but also the wider public. It is not merely a gathering for insiders but rather an opportunity to involve fans and enthusiasts through talks, panels, and meetings with key figures from the football and media industries.

Dallari emphasized that the event aims to “express football passion in a 360-degree approach”, exploring lesser-known aspects such as business and digital communication. He also highlighted the social media strategy adopted during the first edition, which generated 10 million views across more than 70 pieces of content published on major platforms, reaching nearly 5 million users.

De Siervo further reinforced the event’s vision, stating that its goal is to “keep football at the center while avoiding self-referential narratives and embracing cross-industry influences as much as possible”.

The 2025 edition will feature a special focus on sports cinematography, along with a host of exciting new elements that will make the experience even more engaging. The selected venues – Laboratorio Aperto di San Paolo, Galleria San Ludovico, and the Ridotto del Teatro Regio – are all located in the heart of Parma, ensuring logistical efficiency and greater accessibility for attendees.

For the first time, the Festival will expand into Parma’s central square, increasing interaction with the city and creating a more inclusive environment. The event will welcome authorities, institutions, and high-profile guests, further solidifying its importance in the Italian football and cultural landscape. An additional engagement initiative will be the creation of a Fan Zone in the city center, designed to bring the audience closer to the event and enhance the collective storytelling around football—our national popular narrative.

All panels will be broadcast live on Serie A’s official channels, as well as on Radio TV Serie A with RDS. One of the major innovations of the 2025 edition will be the open radio studio, which, as Dallari explained, “will bring broadcasts among the people, breaking down barriers between media and the public”.

One of the most anticipated moments will be the celebratory match organized by “Operazione Nostalgia”, scheduled for June 8 at the Tardini Stadium in Parma. The event will feature legendary former players who have left a mark on Serie A history, both Italian and international, giving fans an emotional and nostalgic experience.

The growth of the Serie A Festival is also driven by strategic partnerships with key industry players. GoProject and SFS play a crucial role in this expansion, as also confirmed by De Siervo: “We have chosen SFS as the event around which to build relationships for the business side of the Festival”, reinforcing the connection between football, innovation, and quality networking opportunities.

There are many exciting projects in the pipeline, as further confirmed by Gianfilippo Valentini and Massimo Tucci, CEO and Director of SFS, respectively. In the meantime, they have opened registrations, inviting all interested participants to sign up through this form.

With an ever-expanding offering and a constantly evolving format, the Serie A Festival is cementing itself as a must-attend event for those who want to experience football from a new, more inclusive, and immersive perspective. Parma is once again set to become the capital of football, welcoming fans, professionals, and enthusiasts for a unique and unforgettable experience.