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Serie A partner with Minute Media to boost North-American engagement

Published: Updated: 15:00, 23 Apr 2024
Serie A are looking to cash-in on recent football burst in American market

Minute Media, a leading digital sports content brand, has entered into a partnership with Serie A, Italy's premier soccer league. The collaboration aims to increase viewership and digital engagement across Minute Media's sports content brands in North America.

This partnership follows the successful deal between Minute Media and Germany’s Bundesliga last July. It further strengthens the company's commitment to providing comprehensive coverage of top-tier European soccer leagues.

Minute Media is known for its popular outlets such as 90min and The Players’ Tribune. These platforms will now work closely with Serie A to deliver engaging content that offers fans an in-depth view of the league.

New verticals for enhanced fan experience

As part of this agreement, 90min will introduce a new vertical dedicated solely to Serie A matches. This feature will provide pre-match content and information on where US audiences can watch games live.

Minute Media chief marketing officer, Andres Cardenas, said:

“Minute Media is in the unique position of being able to provide a 360-degree view of the game, So not only will we be reporting on the games, results and players themselves, but we are able to also offer fans the athlete perspective that they won’t get anywhere else.

“Serie A has such a rich and exciting history beyond just football. It’s a country which so many have a unique love story with, attracting a wider audience than what is typical. Being able to share that part of the league with fans in North America will be a new way to connect with fans, new and old, here in the US.”

In addition, 90min plans to produce rankings about Serie A focusing on US, Canadian, and Latin American football players catering specifically to a North American audience. Notable US national team players like Christian Pulisic, Yunus Musah, Timothy Weah and Weston McKennie are all currently playing in Serie A.

Leveraging licensee content for unique experiences

To further enhance fan engagement, Minute Media also intends to utilize licensee content across its properties. This strategy aims at delivering unique and unfiltered content that provides fans with an immersive experience unlike any other.

Serie A has not only attracted American players but also significant investment from the United States. Prominent teams such as AC Milan, Atalanta, Genoa and Roma are now owned by US investors - a testament to the growing popularity of Italian soccer in North America.

Mitchell from Minute Media believes that this trend underscores the potential growth prospects of Serie A within the region. The partnership with Minute Media is part of Serie A’s broader brand-building efforts in North America. Recent initiatives include the launch of North American-specific distribution channels, such as an Instagram handle featuring personalized content for fans and a weekly email newsletter showcasing standout moments from the league.

In addition to these digital strategies, Serie A has also been hosting watch parties and piloting new activations to further engage with its growing fan base in North America

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