TIM and FIGC: 25 Years of Winning Connections in Sports

The partnership between TIM and FIGC is a long-standing one, soon to celebrate its 25th anniversary. A journey that began in 1999 between two similar organizations, both representing Italian identity and committed to values such as sports and solidarity.

During a panel moderated by DAZN journalist Barbara Cirillo, Giovanni Valentini – Head of Revenue Area and Deputy General Secretary of FIGC – and Sandra Aitala – Head of Brand Strategy and Commercial Communication at TIM – reflected on the initiatives promoted by the two entities throughout these years of collaboration.

Various strategic initiatives have strengthened and consolidated this commercial partnership, aligning the interests of two key players in the sports and non-sports sectors. “Football and sports are fundamental assets. We aim to engage millions of clients by adhering to coherent strategies while communicating with different target audiences across diverse channels“, stated Aitala. Capitalizing on investments without unnecessary dispersion has been the guiding principle of the journey undertaken over the years and of the initiatives to come.

This partnership is also exemplified by the presence of the TIM logo on the training kits of the senior national team. Over the past 25 years, the logo has evolved into a more modern and streamlined design.

During the panel, several iconic advertisements were shown, forming an integral part of the storytelling around the Azzurri. Among them, “The Power of Connections” featured current Head Coach Luciano Spalletti. It was fascinating to follow the creative process, from conceptualization to practical execution, with an integrated strategy spanning web, print media, and social platforms. The advertisements not only promote the brand but also strengthen the shared identity between TIM, FIGC, and Italian football fans.

Additionally, TIM and FIGC’s commitment to promoting women’s football was highlighted, an important and shared empowerment initiative. This includes annual corporate conventions on the subject and targeted projects. After serving as a top partner of Serie A, the telecommunications company has chosen to support the women’s teams of Roma, Lazio, Inter, and Milan.

“The women’s football sector represents an exciting and ever-growing challenge. To date, we have recorded a 30% increase in female registrations compared to previous years, and we are investing in greater guarantees and dedicated technical schools. Overall, the level is rising, and we will witness this during the upcoming European Championship this summer in Switzerland“, concluded Valentini.

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