Lega Serie A Partners with NIAF to Expand Cultural Reach in the U.S. Market.

Roger Hampel

Photo Credit: Lega Serie A 

Lega Serie A has signed a new regional partnership with the National Italian American Foundation (NIAF), marking a notable step in the league’s strategy to strengthen its footprint in the United States through cultural alignment and institutional engagement. The deal, which designates NIAF as Lega Serie A’s Official Regional Partner in the U.S. for the 2025 season, was formally launched during NIAF’s 50th anniversary gala on April 10 in New York City.

The announcement reflects Lega Serie A’s continued internationalization efforts, especially in North America, where the league is increasingly looking to engage with diaspora communities, regional sponsors, and cultural institutions to grow its brand beyond traditional sports channels.

Strategic Alignment Through Heritage and Market Identity

Unlike standard sponsorships tied to commercial rights or media exposure, this agreement positions NIAF as a cultural partner rather than a commercial asset. The partnership focuses on shared heritage between Italy and the Italian-American community, aiming to leverage the strong emotional and historical ties between the two markets to develop new engagement pathways for Serie A.

By aligning with an organization that operates at the intersection of public diplomacy, education, and business advocacy, Serie A is signaling a strategic pivot toward identity-based regional activation in the U.S.

Formal Launch at NIAF Gala in New York Serie A NIAF

The partnership was unveiled at Cipriani 42nd Street during NIAF’s annual gala, attended by over 700 guests, including public authorities, institutional figures, and representatives from the Italian-American business community.

Michele Ciccarese, Lega Serie A’s Commercial and Marketing Director, addressed the audience to outline the objectives behind the collaboration. In his remarks, he emphasized the league’s ambition to establish long-term value in the U.S. market by connecting through community-driven initiatives and shared cultural values.

While no commercial terms were disclosed, the format of the launch suggests a reputation-led partnership built to support future activation in areas such as cultural events, legacy campaigns, and grassroots awareness — rather than short-term revenue generation.

Broader Context: Serie A’s U.S. Growth Ambitions

This partnership arrives in the context of Lega Serie A’s broader efforts to expand in the U.S., including preseason tours, growing U.S.-based broadcast partnerships, and a rising emphasis on regional fan engagement. The Italian league, while globally recognized, faces growing competition from the English Premier League and LaLiga in the U.S. market, both of which have invested heavily in U.S. events, media rights, and local partnerships.

Tapping into the Italian-American identity offers Lega Serie A a more targeted avenue to expand its base — particularly with communities that already have cultural links to Italian football, but may not yet be connected to the league as a media product.