Italian football’s top flight, Serie A, has enlisted JP Morgan as an advisor to guide its international expansion strategy, with a particular focus on global media rights. The move reflects the league’s growing urgency to stabilize revenues and catch up with European rivals in overseas markets.
According to Italian publication Milano Finanza, the initial collaboration will center on the negotiation of international broadcast deals, a critical revenue stream for Serie A. While the English Premier League and Spain’s LaLiga have significantly expanded their global media rights portfolios, Serie A’s international revenues remain modest at €240–250 million annually.
A Struggle for Global Share
Serie A has been battling to maintain its foothold in the international broadcasting market. The Premier League has set the benchmark, generating billions from global deals, while LaLiga has successfully positioned itself in regions such as North America, the Middle East, and Asia.
For Serie A, the immediate goal is to protect its current revenue levels while laying the groundwork for future growth. JP Morgan’s involvement suggests a more corporate, data-driven approach to rights sales and global positioning — something that Italy’s top clubs have long pushed for.
Overseas Matches as a Growth Lever
Serie A has already begun experimenting with overseas fixtures. In July, Italy’s football governing body FIGC approved a proposal for AC Milan to host Como in Perth, Australia, during the 2025–26 season.
The move, tied partly to logistical challenges around Milan hosting the 2026 Winter Olympics, would nonetheless mark a bold step in exporting Serie A’s brand. It follows similar moves by Spain’s LaLiga, with Barcelona and Villarreal planning to play in Miami later this year.
Serie A is not entirely new to staging international events. Its Supercoppa Italiana has been held in Riyadh, Saudi Arabia, for the past three seasons under a lucrative arrangement, demonstrating both the appetite and financial incentives for global expansion.
Why Now?
Serie A’s challenge lies in perception as much as financials. While the league retains historic clubs, iconic rivalries, and global stars, its international narrative has lagged behind. The Premier League sells itself as the world’s most competitive product. LaLiga has leaned heavily on global icons such as Lionel Messi. Serie A must carve out its own identity, rooted in heritage, culture, and storytelling that resonates with modern fans.
365247 – Charting a New Path for Serie A
For Serie A to succeed in its international expansion, it must move beyond transactional broadcast deals and adopt a cultural brand strategy.
- APAC Focus: Build long-term visibility in Asia-Pacific through localized content, youth partnerships, and digital fan experiences. Matches in Australia can be a starting point, but they must be part of a wider regional roadmap.
- Heritage as Differentiator: While the Premier League sells competitiveness, Serie A should double down on Italian culture — fashion, food, design, and history — to create a lifestyle proposition around its matches.
- Player Storytelling: Invest in narratives that go beyond the pitch, showcasing personalities and club identities that resonate globally.
- Hybrid Media Strategy: Combine premium linear broadcasters with digital-first platforms to reach both mass audiences and Gen-Z fans who prefer short-form content.
The league should aim not only to stabilize its €240m annual revenues, but to unlock a new growth trajectory by positioning itself as the world’s most culturally rich football league.
Final Thought
Serie A’s partnership with JP Morgan signals intent — but intent must be matched by innovation. Playing matches abroad, striking strategic broadcast deals, and leveraging Italy’s cultural identity could transform Serie A’s position in the global football landscape.
The real challenge? Moving from defensive stabilization to proactive growth. If Serie A can achieve that, it won’t just close the gap with LaLiga and the Premier League — it will redefine what makes a football league global.
For Brands, Businesses and Services, feature in our posts
IMAGE: AP
