Abu Dhabi, United Arab Emirates, 6 October 2023:  Alessandro Del Piero, footballing legend and ambassador of Lega Serie A, Italy’s premier professional football league,      is in Abu Dhabi this week, as part of a visit to help connect the Italian league with the next generation of fans and foster new and innovative collaborations in the sporting world and beyond.

     This includes a new      cross-sport collaboration with the NBA, the US basketball league, with Del Piero attending the NBA Abu Dhabi Games courtside alongside US basketball legend, Kareem Abdul-Jabbar – with the two legends from two huge global sports coming together for the first time.           

The dynamic      collaboration between Serie A and the NBA will be help both sporting associations reach and engage with new audiences, both in the Middle east and North Africa (MENA) region and worldwide     . The collaboration      promises to be mutually beneficial, as it leverages the global appeal of both      football and basketball      to create a unique dynamic that will engage sport enthusiasts and expand their presence across diverse audiences – with content being shared through Serie A’s and the NBA’s social channels regionally and globally.      

During his visit to Abu Dhabi, Del Piero also made his inaugural visit to the      Serie A MENA offices on Yas Island, where he      met with NBA delegates and other officials including the Italian Ambassador to the UAE, Lorenzo Fanara, as well as representatives from Italy’s Ministry of Foreign Affairs and International Cooperation (MAECI) and the Italian Trade Agency (ICE). This follow’s last week’s launch of “Serie A Made in Italy” campaign, a global communications initiative to promote and showcase Italy’s cultural produce to over 500 million people worldwide, including audiences in the MENA region, through the direct involvement of Lega Serie A’s clubs and iconic players from Italian football.

Commenting on his visit to Abu Dhabi and the Serie A MENA offices, Alessandro Del Piero, Serie A Ambassador, said: “it’s always a pleasure to visit the Middle East, but this visit was very special. Not only was I able to play a role in initiating      our      collaboration with the NBA and connecting with legends from another great team sport, but this was also my first visit to Serie A’s MENA offices since their opening. I was able to see firsthand the investment being made in the Middle East and its fans and understand more about our local grassroots initiatives that will help identify and nurture future footballing talent in and from the region.” 

Michele Ciccarese, Marketing and Commercial Director at Lega Serie A, added: “ We are delighted to be here today at the Serie A office in Abu Dhabi, alongside the Serie A Ambassador Alessandro del Piero. The love for Italian football is strong in the MENA Region, and in order to engage a younger and wider audience we will always welcome cross-marketing with unique and global properties like the NBA. Witnessing legends like Del Piero and Kareem Abdul-Jabbar representing the Serie A and the NBA not only fills us with a sense of pride and highlights the distinctive global significance of sports, but it also helps bridging marketing awareness and consideration across different generations in a unique context like Abu Dhabi.”

Alfonso De Stefano, Managing Director MENA of Lega Serie A, said: “A visit from our ambassador and Serie A legend Alessandro Del Piero is a clear indicator of just how important the MENA region is to Serie A’s future and growth plans. When we opened the MENA offices in June, our stated aim was to connect with the next generation of fans through culturally relevant content and collaborations. We are now taking this from aim to action, with partnerships with the NBA, and with visits from our legendary players who are keen to engage with regional fans who share a passion for the beautiful game.” 

Lega Serie A inaugurated its MENA office in Abu Dhabi in June this year, with an official ceremony that also saw the launch of the brand’s strategic vision and plans for the region. This is the latest international expansion – and only the second international office for the Italian league after the US– for the Italian league, which aims to increase engagement with Calcio fans and young audiences in the Middle East, and nurture grassroots talent. 

For more information about Lega Serie A, please visit www.legaseriea.it.