April 14 – Italy’s Serie A has struck a new partnership with the , National Italian American Foundation (NIAF), signalling a strategic evolution in its efforts to grow its presence in the United States — one that prioritises cultural alignment over traditional commercial activation.
Announced during NIAF’s 50th anniversary gala at Cipriani 42nd Street in New York, the agreement sees the Foundation named as Serie A’s Official Regional Partner in the US for the 2025 season. More than 700 guests – including policymakers, business leaders, and institutional figures – attended the event, where Serie A’s Commercial and marketing director Michele Ciccarese outlined the league’s ambitions for deeper engagement with the Italian-American community.
While the partnership does not come with headline-grabbing broadcast rights or front-of-shirt logos, it may prove more impactful in the long term. Unlike conventional sponsorship deals, this is a reputation-led alignment rooted in shared heritage, reflecting Serie A’s broader strategy to activate regional markets through identity-based connections.
By collaborating with NIAF, Serie A is seeking to embed itself within the social fabric of a diaspora that holds historical ties to Italian football but has been underserved in recent outreach efforts.
The partnership will open the door to legacy-driven initiatives: cultural events, community engagement campaigns, and educational outreach.
Serie A has ramped up efforts in the US through pre-season tours, expanded broadcast agreements, and active conversations around regional sponsorships. It has also discussed taking regular season matches to the US. But with the English Premier League and LaLiga leading the European league push into the US, Serie A needs distinct entry points.
Tapping into Italian-American identity and heritage may be one of them. The community has long-standing emotional and cultural ties to clubs like Juventus, Napoli, Roma and Milan.
Contact the writer of this story, Harry Ewing, at moc.l1744975546labto1744975546ofdlr1744975546owedi1744975546sni@g1744975546niwe.1744975546yrrah1744975546