FIGC and a new communication paradigm
Among the many panels featured at SFS, the one with Giovanni Valentini – Chief of the Revenue Area and Deputy Secretary-General of the Italian Football Federation (FIGC) – focused on the evolution of communication strategies within the FIGC in recent years. The discussion, moderated by DAZN journalist Barbara Cirillo, provided an in-depth look at the paradigm shift initiated in 2018 following Italy’s failure to qualify for the World Cup.
The objective was clear: to revive the national team’s appeal and reach a wider audience by shifting the focus from sporting results to a broader and more engaging narrative. This approach enabled revenue growth that became independent of on-field performance, thanks to a long-term strategic project.
A cornerstone of this new communication strategy was the creation of authentic and original content. Through an internal production system – a true “Media Factory” – exclusive materials were developed, including behind-the-scenes footage, training sessions, and match broadcasts, culminating in a unique archive.
The Media Factory also led to the creation of VivAzzurro TV, a freemium platform offering a wide range of content: from youth national team matches to Under-21 fixtures and exclusive behind-the-scenes coverage. Future objectives include expanding the offering to feature the women’s Serie B league and broadcasting one Serie D match per week.
A key element of this new direction was the cultural transformation within the FIGC’s revenue area. Annual revenue increased from €35 million to €120 million, thanks to an innovative and structured approach. This achievement was made possible by focusing on key assets critical to the FIGC’s success, as highlighted by Valentini himself.
He stated: “From 10 million followers, we have grown to 18 million across all platforms, communicating vertically on each while maintaining differentiation. We were the first federation to introduce virtual advertising for matches abroad, featuring Italian feeds on RAI. Our key words are headcount – because we invest in human capital, brand – essential to staying connected with the market, and credibility – for innovative projects that deliver results“.
Looking to the future, the Federation aims to contaminate its brand with influences from other worlds and dimensions, strengthening its connection with younger generations. Projects like the 34 in-house live shows, which have reached approximately 12 million unique viewers, and the involvement of football legends, are designed to rekindle the sense of pride and connection with the national jersey that had diminished in recent years.
In an increasingly competitive landscape, the FIGC continues to innovate, building a communication model that blends tradition and modernity with the goal of establishing itself as an example of excellence in the international football scene.
