Abu Dhabi, United Arab Emirates: Italy’s premier professional football league, Lega Serie A, today opened its first Middle East and North Africa (MENA) office in Abu Dhabi, launching the brand’s strategic vision and plans for the region.
The event was moderated by Michele Ciccarese, Commercial and Marketing Director of Lega Serie A, Anna Guarnerio, International Media Rights Director, Alfonso De Stefano, Managing Director, MENA, and Omar Al Hakim, Head of Brand Partnerships, MENA.
The Italian league’s latest international expansion will see Serie A expand its presence in the MENA region, with a focus on the GCC and North Africa. The new MENA office at the Yas Creative Hub on Yas Island, Abu Dhabi will provide the league with a regional base to grow its fan base in the region by connecting with 53% of the MENA population interested in in football.
The Italian League aims to achieve this through a strategic plan and roadmap which will unlock opportunities to work with local and regional partners; raise the profile of the league’s iconic clubs such as Juventus, AC Milan, Inter Milan, Roma, Naples and Lazio; to better engage with Calcio fans in the region through increased investment in grassroots talent, new philanthropic campaigns in regional markets, and custom content and content partnerships designed for millennial and Gen Z audiences.
“We are happy to continue our project of global expansion of our ‘Calcio’ product and to take on new challenges that represent a fundamental step in the internationalization of Italian football,” Luigi De Siervo, CEO of Lega Serie A, statement. “With our presence and the opening of our new office, we aim to get closer to fans and long-term supporters in strategic markets like the Middle East. At the same time, we aim to promote the value of the health education movement for a new generation, through a digital experience projects to engage them on and off the pitch. Additionally, we are developing entertainment for fans through localized Serie A events that will feature the presence of teams, players and legends. Thanks to our broadcasters and regional partnerships Partners, Abu Dhabi Media and Starzplay, we will bring football to the fans, providing a unique and immersive experience. We firmly believe that – servant’s The conclusion is – through the spread of our products in these regions, many young talents from the Middle East will have the opportunity to play in Serie A on a regular basis. “
comment announcement, Alfonso De Stefano, Managing Director, Middle East and North Africa, Serie Asaid: “The Middle East and North Africa region is an important market for us, with a strong passion for football and a growing interest in the Italian game. There are already an estimated 16 million Serie A fans in the region – half of them Under 25 years of age – connecting with this fanbase and the wider football lovers in the region is our top priority. Our new headquarters strengthens our regional presence, allowing us to reach fans directly and contribute to This opens the door to a number of future collaborations with key stakeholders in our sport and beyond.”
During the office opening, Serie A also highlighted its commitment to establishing grassroots initiatives to encourage and develop local talent, enthusiasm and skills, in partnership with regional football associations and training academies.
Omar Al Hakim, Head of Brand Partnerships, Middle East and North Africa, Serie Asaid: “Our mission here is not only to promote Serie A, but also to be a catalyst for the development of football in the MENA region. We want to develop relationships and create partnerships with organizations that share our values to develop local talent and promote football across the region. Appreciation for the sport.”
To connect with football fans, especially the Gen Z audience, Lega Serie A recently launched a bilingual Snapchat account in English and Arabic to host regionally relevant content – the first global football league to offer Arabic content to MENA audiences of such accounts. The alliance also confirmed that it will announce a series of new initiatives and content partnerships in the coming months.
For 2022, Lega Serie A has signed a broadcast partnership with Abu Dhabi Media and Starzplay, which will now broadcast live league matches exclusively to audiences in 20 countries in the MENA region.
For more information on Lega Serie A, visit www.legaseriea.it.
About Lega Serie A
Lega Serie A is Italy’s premier professional football league, featuring some of the most famous and legendary football clubs in the world, including Juventus, AC Milan, Inter Milan, Roma, Napoli and Lazio. Since its inception, the league has been a cornerstone of Italian culture and sportsmanship, attracting millions of fans around the world with its unique brand of football excellence.
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