Serie A is one of the leading football competitions globally. The briefing analyses Serie A performance across Matchday, Social Media, and Commercial Partners datasets, drawing insights on league viability, growth and business exposure. It also provides an idea on a position of the competition relative to its peers globally, as well as in the region and sports-wise.
Italy’s Serie A is characterised by a rich tradition, with a history of more than 100 years. The domestic league is contested by 20 teams, with the most successful being Juventus, AC Milan and Inter Milan, which have excelled not just within the domestic arena, but have consistently made a mark in UEFA competitions over the years. The quality of the football being played in Serie A is highly regarded, which drives the credibility and attractiveness of the league domestically and abroad.
Compared to some of the major football leagues around the world, Serie A is usually ranked at the top in terms of league attractiveness, but behind two of its competitors. Spain’s La Liga and England’s Premier League are well ahead in terms of global fan following, having successfully promoted their respective leagues in fan-rich markets in Asia and the Americas over the years. Germany’s Bundesliga, considered to be Serie A’s closest competitor, has the highest average attendance per game among all football leagues, facilitated by large stadium sizes and low ticket prices.
In terms of social media footprint, Serie A received fresh impetus with Juventus signing Cristiano Ronaldo at the start of the 2018-2019 season. Facebook continues to be the dominant social media platform for engaging with fans, but the growth of Instagram and Weibo fan-following over Feb 2018-Feb 2019 has been impressive.
Serie A has established itself as the top sports competition in the country and has been a lucrative base for sponsorships, with some of the most prominent brands being Jeep, adidas, Macron and Kappa, among others. Business services was the most recurring industry across sponsorships for the 2018-2019 season, but in terms of opportunities, soft drinks has the highest commercial opportunity potential.
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