Italian women’s football business is growing its impact on and off the pitch, especially with the arrival of big brands sponsoring athletes.

L Football Magazine has released the new issue no. 4 with plenty of content related to the rise of women’s football in Italy at many levels.

From a business and marketing perspective, we can learn the following from the magazine:

  • Less teams, more players. Solid brands as Nike, Adidas or Puma are embracing a sponsorship strategy based on players rather than clubs. They seek for personal values through individual stories.
  • The first and only TV spot involving women’s football was starred by Katia Serra at the 90s for the Italian beer Nastro Azurro. Even though the digital environment has taken over, we hope to see more in the near future.
  • First contracts and technical sponsorship deals have been signed at the end of 2017-18 season with players as Martina Rosucci and Valentina Cernoia, both from Juventus.
  • More technical providers than sponsors are interested in Italian women athletes. However, that’s the first step to profitable endorsements.

From my perspective, it’s very good news that brands as Nike, Adidas or Puma are starting to work with top players to increase their brand impact in Italy.

However, for the good of Italian women’s football, we will need powerful stories throughout clubs to strengthen their brand impact and to retain these brands when the best players might receive opportunities overseas.

To spread these players’ and clubs stories’, we will need media to become the first innovators.

Here you can watch the TV spot with Katia Serra:


On the following link you will be able to download for free the new issue of L Football Magazine:


Photo credit: LetteraDonna

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