For the European Football Championship, Esselunga is launching a new ad, its first as the official partner of the Italian national football teams.

Esselunga has collaborated with FIGC since March 2023 and has chosen to take the field with the National Team in the European Championship, alongside the millions of fans who follow the most popular and beloved sport in Italy.

With this advertising campaign airing from, 14 June, Esselunga aims to narrate the passion for a sport that brings together adults and children alike. A passion that reaches its peak in stadiums but grows in neighbourhood fields, parks, squares, and beaches.

"We are official partners of the Azzurri, and of those who dream, one day, of becoming one," is the message around which the story unfolds, featuring not famous football players, but girls and boys preparing to play their small and big matches, wearing the jerseys of their favourite champions.

In a crescendo of emotions, the ad captures everyday gestures. There's a girl who eats a kiwi to fuel up, still wearing her goalkeeper gloves, ready to run out and play. A boy who draws his National Team jersey. Two friends preparing for training while enjoying a focaccia, another ready to take a penalty kick to secure victory. The montage concludes with hugs and the looks of the young champions. These scenes resonate with many girls and boys, as well as with adults who likely had the same dream when they were young.

To enrich the television campaign, special content has been scheduled for the evening of 14 June, a dreamy interlude that breaks the frenetic pace of TV programming. Against the backdrop of a silent lake where the only sound is the lapping of water, a child practices keepie-uppies and perhaps imagines of becoming a player for the National Team.

Roberto Selva, Director of Marketing and Communication at Esselunga, commented: "We are truly delighted to accompany the Azzurri in the challenge of the European Championship, with the strength of our people, our customers, and all those who, game after game, will cheer for Italy. We are proud to nourish the dreams of many children who fantasise every day about wearing the Azzurri jersey. Sport embodies commitment, dedication, and passion, values that inspire our proudly Italian company. All that remains to say is Forza Azzurri!" 

Giovanni Valentini, Vice General Secretary and Responsible for Revenue Area at FIGC, added, "The players taking part in the Euro's in Germany were once children, just like the protagonists of Esselunga's new campaign, now part of the FIGC family for a year, and for children, our Azzurri now represent an example of willpower, dedication, and sacrifices that have allowed them to wear the National Team jersey. Football, for us, is synonymous with unity and inclusivity, and among the values we promote daily are passion, resilience, and tenacity. Never stop believing in your dreams, because sometimes dreams do come true."

The ad is created by the New York agency SMALL, produced by Indiana Production, directed by Danish director Sune Sorensen, and with cinematography by Franz Lustig.

The ad will air on major television networks in 60-second and 30-second formats, on digital channels, and in cinemas. The campaign will begin at the start of the Euros on 14 June, continuing to 26 June.

Esselunga continues its commitment to promoting the sporting spirit of Italy through initiatives that support communities. Among these is the "Friends of School and Sport" program, which benefits schools and amateur sports clubs and associations. Over the years, this program has enabled the donation of over €13m in educational tools and equipment.

The support for sports stems from the sharing of common values. Sports have always evoked a healthy and balanced lifestyle and an emphasis on proper nutrition, which Esselunga, as both a producer and retailer, promotes both in its offerings to customers and in the creation of special initiatives.