SFS24, Serie A, and TikTok: Redefining the Language of Football
Football is no longer just played on the pitch but also told through the viral trends dominating social networks. TikTok has become the ideal platform to rewrite the language of Italian football, and Serie A is riding this trend with innovative and engaging content. For this reason, SFS24 hosted the self-moderated panel “Serie A on TikTok: Redefining the Language of Italian Football“, featuring two creators — Lisa Offside and Sinnaggagghiri — along with Pierdamiano Tomagra, Head of Digital at Lega Serie A, and Salvatore Di Mari, Head of Operations TikTok ITA and SPA.
Sports is one of the topics generating the highest engagement on the platform, which boasts an audience of 1 billion active users, 21 million of whom are active every month in Italy alone. Additionally, according to the data, around 60% of TikTok users consume sports content weekly. These impressive figures have driven Lega Serie A to develop a content production strategy in collaboration with creators and the teams themselves.
“In recent years, Serie A clubs have grown on the platform both quantitatively and qualitatively. We have done thorough work with creators and focused on various search functionalities“, said Tomagra.
The ultimate goal remains to tell the stories from the pitch in an original and interesting way, employing a pop language and communication codes capable of reaching international markets as well. Regarding the initiatives and projects completed in recent years, much emphasis has been placed on the Serie A Search Hub, meticulously curated, which focuses on key moments of app usage — not as invasive advertising but as a content aggregator designed for those immersed in the football ecosystem. Di Mari also made a small aside about the best practices of TikTok, which has been at the forefront of campaigns to raise user awareness of current and sensitive issues: “We are happy to be a platform that has a big focus on mental health. On the occasion of World Mental Health Day, we partnered with Juventus Women, and the athletes took the field with a special T-shirt bearing the hashtag #MentalHealthonTikTok, which was then followed by specific content on the topic in our feed”.
The panel also gave space to Lisa Offside and Sinnaggagghiri, who explained how they gradually aim to bridge the gap with users viewing the final product. How? Through specific formats that speak directly to a younger audience, which demands a very different type of content compared to 15 or 20 years ago. Lisa Offside, who received the TikTok Creator Awards, showcased some of her projects, emphasizing the use of a distinctive tone of voice and offering tips on content length.
Sinnaggagghiri, on the other hand, explained how the concept of entertainment has completely changed today: “I want to give my audience a minute of lightheartedness, encouraging them to focus on aspects of the game that previously went unnoticed“. With continued support from creators and expansion into new markets, the future of football storytelling is set to become increasingly interactive and global.
