“Serie A is now, in every sense, a media company. We have repositioned the product in a competitive landscape, following commercial and entertainment-driven strategies“, said Luigi De Siervo, CEO of Lega Serie A, speaking at the SFS24 event, dedicated to the national and international football industry. Giulia Mizzoni, a journalist for Amazon Prime Video, interviewed the CEO, asking specific questions about the league’s strategies and future projects.

De Siervo highlighted the work done over the years, with the NBA, NFL, and Premier League serving — as he stated — as benchmarks in commercial and entertainment areas. Not only that, but major broadcasters like Netflix and Amazon Prime have also been valuable sources of communication inspiration.

Serie A today is competitive in terms of both sports and entertainment. There are six teams vying for the national title, as well as eight others fighting to avoid relegation to the lower division. Additionally, there have been radical changes, such as the customization of advertising messages and match schedules to meet the needs of individual clubs, as well as investments in technological infrastructures — from VAR to semi-automatic offside detection, culminating in the establishment of the Iliad International Broadcasting Center in Lissone.

Improving the product’s quality standards, particularly through technological innovation, allows Serie A to increase its commercial value. However, this strategy faces a major challenge: the infrastructural condition of Italy’s main stadiums, which are often outdated and unsuitable for the high-quality broadcasts demanded by modern platforms.

De Siervo placed great emphasis on the Premier League as a model, asserting that, from a qualitative perspective, Serie A is not far behind. However, he noted that the Premier League has invested in an approach focused on international expansion and brand commercialization, while Italy, partly for cultural reasons, has long maintained a short-sighted vision, focusing efforts on the individualities of specific clubs. “We missed the globalization train, and closing the gap has become increasingly difficult due to entrenched advantages“, he said.

For this reason, the interview highlighted the importance of competitions often undervalued, such as the Coppa Italia and Supercoppa. The latter, for instance, has its final stages played abroad. Where? In the Middle East, a fertile ground for potential stakeholders and a large population segment under 25 years old. Exposure to international markets is key to exporting the brand and growing beyond national borders, without forgetting the fans at home, who still have access to affordable packages to continue supporting their beloved teams.

Finally, the Lega’s initiatives received significant attention: from the “Keep Racism Out” campaign, also featured in the FIFA22 video game, to the documentary “Seydou – Il Sogno Non Ha Colore” , screened at the Venice Film Festival in collaboration with Rai Cinema.

Serie A thus reaffirms its place among the top five European leagues, both commercially and athletically. Italy has always boasted a strong tradition in training, athletic excellence, and exporting the best coaches in the world. The country teaches football, but only through constant innovation and a global vision can Serie A establish itself as a global reference point in football, captivating today’s fans and winning over future generations.