Italy’s Serie A could become the first foreign league to play a regular-season game in the United States, according to Michele Ciccarese, the league’s commercial and marketing director. During an event at Serie A’s U.S. headquarters in New York, Ciccarese, accompanied by league president Ezio Simonelli, confirmed that this ambitious project could materialize within one to two years, although he acknowledged that there are still significant barriers to overcome.
Among the main challenges mentioned by Ciccarese are scheduling issues, such as clubs’ participation in midweek European competitions, and the impact a transatlantic trip could have on players. “We are working to make it possible, but there are obstacles we have to overcome. Maybe in a one- to two-year window, if the necessary approvals are obtained, we could see the league playing in the United States,” he said.
THE LEGAL PATH TO PLAY OUTSIDE ITALY
The path for Serie A to hold matches outside Italy was officially opened last year when U.S.-based Relevent Sports withdrew its lawsuit against FIFA. This lawsuit challenged the rule prohibiting domestic leagues from playing regular season matches outside their territories. Following the withdrawal of the lawsuit, FIFA agreed to remove the restriction, paving the way for leagues such as Serie A to explore new markets.
However, the idea of exporting matches is not without controversy. Many fan groups and some clubs have expressed their opposition to the initiative. Ciccarese stressed the importance of respecting local fans, stating that certain matches, such as the Milan derby, could not be moved to the United States because of their deep cultural significance in Italy. “It must be done in a way that makes sense for the clubs, without forgetting the fans,” he explained.
COMPETITION WITH PREMIER LEAGUE AND LALIGA
Ciccarese also addressed Serie A’s efforts to expand its brand in the United States, acknowledging that the Premier League has a considerable lead in this market. During the 1990s and early 2000s, when Serie A was one of the strongest leagues in the world, the Premier League began to establish itself in the U.S. with key television deals, first with ESPN and Fox Sports, and then with NBC Sports in 2013. The latter deal, renewed in 2022 for $450 million annually, has been instrumental in the growth of the Premier League’s popularity in the country. In addition, LaLiga also has strong roots because of the roots that unite the entire Latino public with Spain (57 million people in the United States speak Spanish), in addition to having the ‘pull’ of Real Madrid and FC Barcelona.
For its part, Serie A has been broadcast in the U.S. on CBS and Paramount+ since the 2021-22 season, with a contract extended for two more seasons last summer. “The Premier League started promoting itself and creating its product overseas when we were at the top. We were a little late, but now we want to move fast,” Ciccarese admitted.
STRATEGIES FOR THE UNITED STATES
To compete in the U.S. market, Serie A is implementing a more aggressive marketing strategy over the next 18 months, coinciding with key events such as the Club World Cup and FIFA World Cup, which will be held in the U.S. in 2025 and 2026, respectively. During the event in New York, Serie A ambassadors Marco Materazzi and Andrea Pirlo highlighted initiatives such as community-level sports clinics and programs designed to attract new fans.
Ciccarese also noted that the language barrier is a factor to consider, especially given the prevalence of Spanish among football fans in the United States. However, he highlighted the potential of artificial intelligence to overcome this obstacle and facilitate communication with a wider audience.
