Lega Serie A: collaboration with the "beIT" campaign for the promotion of Italian companies abroad

Lega Serie A has entered a collaboration with Maeci, the Italian Ministry of Foreign Affairs and International Cooperation and ICE Agenzia, the Italian Trade Agency for the promotion and internationalisation of Italian companies abroad, which will become the "international main partner" of the Serie A through the "beIT" campaign, announced the Italian professional League on 11/01/2022.

"With 60 broadcasters covering more than 200 countries, Lega Serie A is able to speak to around 800 million viewers who watch the Serie A TIM every year abroad (excluding Italy). Thanks to this partnership, Italian football becomes a platform for the promotion of 'Made in Italy' around the world, with the aim of telling a story of style, passion, innovation and creativity typical of Italy's excellence," explained the body, whose team of ambassadors "will be actively involved in events abroad to promote the Italian production chains, and international initials and dedicated TV graphics will be broadcast during matches."

"The new platform MadeinItaly.gov.it, its promotion through major sporting events…