The popular football league, Serie A has collaborated with the Ministry of Foreign Affairs and International Cooperation (Maeci) and the Italian Trade Agency (ICE), which is responsible for the promotion abroad and the internationalisation of Italian companies, to promote the ‘beIT’ campaign. This association made ICE the international main partner of the Italian league for this promotion.
Through this partnership and the ‘beIT’ campaign, the signatories would advance the ‘Made in Italy’ message to the 800 million viewers watching the football tournament with the help of 60 broadcasters covering 200 countries. They would spread the story of passion, innovation and style of Italy’s excellence through the Italian football platform. Under this spirit, the Serie A ambassadors team will promote Italian production chains via events while dedicated TV graphics will be depicted during soccer matches.
On this huge collaboration, Luigi De Siervo, the CEO of Lega Serie A gave his insights and said, “Once again, football proposes itself as the driving force of the country. History and tradition, but also imagination and courage, with respect for the past and a focus on the future are common characteristics of Italy and Serie A. Thanks to this collaboration, whom we are extremely proud of, we will bring even more the witness of Italian excellence in the world, promoting the best of what Made in Italy has always represented for millions of people”.
Carlo Ferro, the President of ICE Agenzia also appreciated this grand association and said, “The new platform MadeinItaly.gov.it, its promotion through major sporting events and the nation branding campaign are part of the 19 new actions of ICE Agency to promote Italian companies at a time of restarting international trade. This collaboration with Lega Serie A will help to promote the Made in Italy brand around the world. Victory at last year’s European Championships was the success of a team effort. This is how the promotion of the Country System must be in collaboration between companies and institutions on international markets. Few sports like football attract the attention of consumers around the world to Italy. That’s why I’m confident in the results of this important initiative.”
‘beIT’ is the first nation-branding campaign ever launched for Italy. The campaign was launched on November 29, 2021, and will run until August 2022 and focuses on spreading the core values that reflects Italy as a whole across the globe.