Juventus, Inter and AC Milan are the three biggest teams in Italian football, and they fight for everything in the league, including the marketing shares.
Being the biggest club in Italy is a title that three clubs have historically fought for, and they still do. Of course, they are Inter, Juve and Milan. There are different reasons to suggest that one may be bigger than another, and we could be here all night listening to those reasons.
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Nevertheless, a senior figure at Juventus has suggested that the Milanese duo are no longer the biggest rivals for the club. Instead, looking at media companies and their roles in an ever-changing landscape and how it affects the clubs.
Rivalry shifting
Marco Castellaneta, the director of marketing for Juvenutus, was a a guest at the Sbobis Conference in Hamburg and spoke about the rivalry for value to Calcio e Finanza, and his words have been relayed by MilanNews.
“We’ve managed to increase this value by 40% in recent years in terms of visibility returned to partners. But the most interesting aspect is that at the Creator Lab everything becomes an IP, designed from the outset to be associated with a brand.
“Once upon a time, our competitors were only Inter Milan, AC Milan, and Real Madrid.
“Today, I think our competitors are all those entertainment brands fighting for the same mission: to have people’s time. And I’m talking about Netflix, Amazon, Disney, TikTok. It’s also an opportunity that the football industry can exploit in the coming years.”
