PROTAGONIST OF ITALIAN FOOTBALL IN THE WORLD News

Series A TIM

The Lega Serie A and the ICE Agenzia with BeIT bring Italian excellence to New York, London, Frankfurt and Paris.


The collaboration between League Series A I ICE Agency with BeIT. Distributed in 210 countries and more than 530 million global fans, the Lega Serie A tells a story of passion, style and creativity around the world and, in collaboration with ICE Agenzia, promotes the excellence of the chains Italian supply through the quality, tradition and innovative drive that has always distinguished Italian football and the best of Made in Italy.


On June 12 at the Javits Center in New York, on the occasion of the Luxury summer food show, the largest trade fair in the United States in the food and beverage sector, the Italian pavilion created by ICE Agenzia as part of the BeIT campaign has gained significant recognition from the public and institutions present. Among the protagonists Alessandro Del Piero, present as Ambassador of the Serie A League, was acclaimed by many fans, demonstrating the great recognition received by our football and its legends. The presence at the Javits Center is just the latest of many events in which, since the opening of the new offices in New York, the Lega Serie A in collaboration with BeIT has promoted the best of Italy in the world.


In London, on the other hand, June 14 was the day ofItalian football day in the fascinating setting of the Design Museum. Design has been the central theme, especially in reference to the evolutions that have taken place in football from the point of view of style and materials, a theme in which Italy has always stood out for its innovation and quality. . The evening was enhanced with the exhibition “Football: Designing the beautiful game”, organized thanks to the collaboration of the ICE, which was attended by more than 500 original collections related to design in the world of football. Ambassador of the Serie A League Alessandro Nesta, who spoke at the event, spoke about his experience and the many changes that have taken place in the world of football during his nearly 30-year career on the pitch and on the bench. The former Lazio and AC Milan defender also paid tribute to the speakers present by autographing several bands of Serie A captains.


The next events that will see the Lega Serie A and the BeIT as protagonists will be the Technological textile in Frankfurt, scheduled for June 21 and which will be attended by the ambassador of the Serie A League Francesco Tottiand the SIAL of Paris, scheduled for October 15, where the participation of Christian Vieri.


“The collaboration initiated with ICE Agenzia to promote Made in Italy through the BeIT brand is giving important results internationally because, thanks to the global diffusion of the Serie A (more than 200 countries for 530 million followers ) every week we not only promote the BeIT brand, giving it the visibility it deserves as an international sponsor for the presentation of our main competition, but above all the madeinitaly.gov.it portal in order to publicize its excellence. of Italian supply chains in the world. – said the CEO of the Serie A League Luigi De Siervo -. Serie A has always been synonymous with the highest Italian quality. The great recognition received, together with our Ambassadors, at the events in New York and London confirms the growing passion for Italy and Italian football. These first months are just the beginning of an association formed not only by branding, but by many activations such as those already planned in Frankfurt and Paris ”.


“Few sports like football, in which victory is a matter of team play, attract the attention of consumers around the world to Italy. – he claims Carlo FerroPresident of the ICE Agency -. This should be the promotion of the country system in collaboration between companies and institutions in international markets. In the framework of the Export Pact, wanted by the Minister of Foreign Affairs, ICE Agenzia has launched 19 new actions that three years ago did not exist in the fields of digital, e-commerce, training, protection of the made in Italy. The Nation Branding BeIT campaign and its promotion through major sporting events is part of this program, as sport means Made in Italy! And all in all, it is part of this new ICE: modern, dynamic, inclusive, results-oriented, open to creating a system and with a vision. Because the challenge in international markets is to play with open rules and win with teamwork. ”

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