Serie A opens first MENA office in Abu Dhabi to advance fan-centric regional strategy


The Italian league aims to achieve this with a strategic plan and roadmap that opens up opportunities for collaboration with local and regional partners; raise awareness of La Liga’s legendary clubs such as Juventus, AC Milan, Fc Inter, As Roma, Ssc Napoli and Lazio; and better engage with Calcio fans in the region through increased investments in grassroots talent, new charitable activities in regional markets, and tailored content and content partnerships for Millennial and Gen Z audiences.

“We are very happy to continue our global expansion project of the product ‘Calcio’ and to face new challenges that represent fundamental steps towards the internationalization of Italian football.” Luigi De Siervo, CEO of Lega Serie A, explained. “With our presence and the opening of the new office, our goal is to be closer to fans and longtime supporters in a strategic market like the Middle East.

“At the same time, we want to promote a healthy education of the new generations in the values ​​of sport and involve them through projects with digital experiences both on and off the pitch. In addition, we develop entertainment initiatives for fans by locating Lega Serie A events where teams, players and legends will be present.

“Thanks to our broadcasters and regional partners Abu Dhabi Media and Starzplay, we will bring football close to the fans for a unique and comprehensive experience.” We are convinced – De Siervo concluded that by spreading our product in these areas, many young Middle Eastern talents will have the opportunity to play regularly in Serie A.”

Announcement comment: Alfonso De Stefano, Managing Director MENA of the Lega Serie A, said: “The MENA region is a crucial market for us with a deep passion for football and a growing interest in the Italian game. There are already an estimated 16 million Lega Serie A fans in the region – half of whom are under the age of 25 – and connecting with this fan base and the wider audience of football lovers in the region is a top priority for us. Our new headquarters strengthens our regional footprint, gives us direct access to fans and opens doors to a range of future collaborations with key stakeholders in our sport and beyond.”

At the office opening, Lega Serie A also underscored its commitment to creating grassroots initiatives to nurture and develop local talent, passion and skills in partnership with regional football associations and training academies.

Omar Al Hakim, Head of Brand Partnerships MENA of Lega Serie Asaid: “Our mission here is not only to promote Lega Serie A, but also to be a catalyst for football development in the MENA region.” We want to build relationships and partnerships with organizations that share our values ​​to nurturing local talent and promoting appreciation for the sport across the region.”

In order to increase interaction with football fans, especially the Generation Z audience, Lega Serie A recently launched a bilingual version in English and Arabic snapchat account to host regionally relevant content – ​​the first such account by a global soccer league with Arabic content for MENA audiences. The league also confirmed that it will be announcing a number of new initiatives and content partnerships in the coming months.

In 2022, Lega Serie A signed a broadcast partnership with Abu Dhabi Media and Starzplay, who will now stream the league’s matches exclusively to viewers in 20 countries in the MENA region.

For more information on the Lega Serie A, visit

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