Storytelling and emotions. Today, at the Social Football Summit 2024, these are the two key themes that emerged in the speeches given by Giovanni Valentini, Vice Secretary and Head of Revenues at the FIGC, and Bernardo Corradi, Head Coach of the Under-20 National Team. Commitment, hard work and passion: both shared their experiences in the world of football, one which is centred around the pitch but also takes place within a social setting that has become increasingly important over the years.

VALENTINI. “Looking back, the road has been long,” said Valentini about the FIGC's Revenue Area. “It’s been journey of nearly five years where we've tried to change our approach to the market. We had to build a structure from scratch, with the goal of bringing more emotions to people and fans. It was essential to try to detach sporting results from the narrative; this was a difficult but necessary step. We wanted a project that would look beyond. The National Team is part of the history of this country, uniting people and generations: there’s a common thread, and that’s our strength. The main challenge lay in investing in our structure, in our values, and taking ownership of our content, of what we broadcast. Our brand has undergone a transformation culturally and in terms of mindset, including within the Federation itself.” Emerging from this was the Media Factory, an internal production system – a structure that creates content and allows the Federation to build an archive: “Creating Vivo Azzurro TV was our most important success; it’s a real source of pride for us, Valentini continued. “We’ve done all of this while continuing to communicate the same message vertically on all platforms and, at the same time, always looking forward. With our marking structure, we’re trying to find a new position for our brand, one which also influenced by other worlds. If we only communicate within the world of football, we remain limited.”

25 YEARS WITH TIM. Speaking of other worlds, Sandra Aitala, Head of Brand Strategy and Commercial Communication at TIM, talked about the 25-year anniversary of the historic partnership between the telecommunications company and the FIGC: “It’s a true marriage between two organisations that are alike: we both represent Italy and Italian identity while making sports and solidarity values that unite us. Over the years, we’ve innovated and experimented together, working almost as one team. The renewal of our agreement with the FIGC, which will be officially announced shortly, will mark the start of an exciting new journey together. After all, TIM’s goal is to be consistent and reach every target audience while capitalising on investments. In this regard, we’re also working to bring Vivo Azzurro TV to TIMVISION, just as we’ve done with many other platforms. Our push towards women’s football is also a key focus for us because sport should unite and not divide. Through the Women Empowerment project, we’re supporting women with many activities. The strength of a brand also lies in being able to communicate important messages like gender equality.”

CORRADI. The panel dedicated to the FIGC and the National Teams also featured Bernardo Corradi, Head Coach of the Under-20 National Team, who have just beaten Romania 4-1 at Viola Park in the Elite League. “The memories of wearing the Azzurri jersey as a player are special,” said Corradi. “I made my debut in Genoa against Portugal and scored straight away; I couldn’t have wished for better. Now, as I grow older, I see everything from a different perspective, but I still get emotional when I recall those moments.” Corradi understands how crucial the mental side of things is: “Young players often face pressures that are not always easy to manage, especially from an emotional perspective. I dedicate a lot of time to one-on-one talks, trying to transmit calm and trust. The new generations are often shaped by social media and have come from a complicated period, namely the forced isolation during the pandemic. Therefore, it’s important to create a positive atmosphere in the changing room, especially on a human level. This allows players to give that extra percentage in difficult moments because they care about each other.”

BONUCCI AND ITALY. Finally, regarding Bonucci, who has recently started his journey as an assist coach with the Under-20 side: “We’re trying to make the players understand that staying at National Team level is more important than how you get there. You need to have something different in your heart and head, and Leo has always had that. Attention to details and respect for people are part of who he is, a champion who has become such not only because of his technical and tactical qualities, but also because of his character. As coaches, we have a huge responsibility because, when I was younger, I used to imitate Vialli by practising bicycle kicks on the little pitch near my house, and then I wore the Italy shirt. It’s a huge honour, as well as a great privilege, and we need to transmit this to the players.”

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