'Brand and Sport: the match beyond the match'. This was the title of the conference that took place in Milan and featured Giovanni Valentini, deputy secretary of the FIGC and head of the Revenue Area, Michele Ciccarese, sales and marketing director of Serie A, and former footballer Christian Vieri, now ambassador of Lega Serie A and founder of BOBO TV. The event, part of "Novantesimo secondo. Make Sport Addressable Everywhere", realised thanks to the partnership between Publicis Groupe and Veedly by Azerion, a tech company that supports Serie A/LNPB leagues and federations in the distribution of highlights content, was an opportunity to analyse the change in the way football is told, with the advent of digital and the spread of new media and platforms.

In this sense, the FIGC has long been implementing a project to create its Media Factory, which has led the Federation to create its own schedule of content made up of live streaming events (the latest was the friendly match of the National Women's A team against Colombia, at the 'Tre Fontane' stadium in Rome, with a pre- and post-match presentation to enrich the live broadcast of the match) but also of 'non-live' content.

"With our Media Factory, the FIGC has invested in the creation, production and distribution of the content" the words of Valentini. "We decided to create a vertical dialogue, presenting the message in a different way depending on the target audience and the platform. That of the National Team is a transversal product, based not only on the sporting event itself but also on the strong meaning of what the value of the Azzurri shirt represents for Italians". A valorisation of content, the one set by the Federation, that is also affecting women's football: "We are talking about a movement in great evolution, both from the technical point of view and from the values point of view, with a concept, that of inclusion, that is increasingly recurring. The intervention of the institutions has certainly given a strong boost to professionalism, but the most important challenge for the development of the movement is being played out now and the field of competition is the market".

The National Teams obviously represent the main asset of the FIGC, thanks to a large number of teams, 22, which also includes futsal, beach soccer and eSports. "The National Teams live all year round thanks to the commitments of the 22 Azzurri teams spread over 12 months," concluded Valentini. "This allows us to give continuity to our content and to develop a schedule over 365 days, building the loyalty of fans and all the users of our digital and social platforms.