Italy’s Serie A could be the first international league to host a regular-season match in the United States, according to Michele Ciccarese, the league’s commercial and marketing director. Speaking at an event at Serie A’s U.S. headquarters in New York, Ciccarese, alongside league president Ezio Simonelli, revealed that this ambitious plan could become a reality within one to two years. However, he acknowledged that several challenges must still be addressed.
Among the primary concerns are scheduling conflicts, particularly for teams involved in midweek European competitions, as well as the logistical impact of long-distance travel on players. “We are actively working to make this happen, but there are hurdles we must overcome. If we obtain the necessary approvals, we could see Serie A matches in the U.S. within the next one to two years,” Ciccarese stated.
Legal Framework for Playing Abroad
The opportunity for Serie A to hold matches outside Italy emerged last year when U.S.-based Relevent Sports withdrew its lawsuit against FIFA. The lawsuit had challenged a rule that restricted domestic leagues from playing regular-season games outside their home countries. Following the lawsuit’s withdrawal, FIFA lifted the restriction, opening the door for leagues like Serie A to explore international markets.
However, the proposal has faced opposition from certain fan groups and clubs. Ciccarese emphasized the importance of considering local supporters, noting that culturally significant matches, such as the Milan derby, would not be relocated. “We must ensure this move benefits the clubs while maintaining respect for our fans,” he explained.
Competing with the Premier League and LaLiga
Ciccarese also discussed Serie A’s efforts to strengthen its presence in the U.S. market, acknowledging that the Premier League has a significant head start. During the 1990s and early 2000s, when Serie A was one of the world’s top leagues, the Premier League strategically expanded in the U.S. through key broadcasting deals, first with ESPN and Fox Sports, and later with NBC Sports in 2013. The current NBC deal, renewed in 2022 for $450 million per year, has significantly boosted the Premier League’s popularity in the country. Additionally, LaLiga enjoys a strong following in the U.S., bolstered by the Spanish-speaking population of approximately 57 million people and the global appeal of clubs like Real Madrid and FC Barcelona.
Since the 2021-22 season, Serie A has been broadcast in the U.S. on CBS and Paramount+, with an extended contract signed last summer for two additional seasons. “While the Premier League started expanding internationally while we were at our peak, we were slow to follow. Now, we are focused on accelerating our growth,” Ciccarese admitted.
Strategies for U.S. Market Expansion
To enhance its presence in the U.S., Serie A is implementing an aggressive marketing strategy over the next 18 months. This initiative aligns with major upcoming events, including the FIFA Club World Cup in 2025 and the FIFA World Cup in 2026, both hosted by the U.S. During the New York event, Serie A ambassadors Marco Materazzi and Andrea Pirlo highlighted initiatives such as community sports clinics and fan engagement programs designed to attract new supporters.
Ciccarese also pointed out the language barrier as a challenge, given the widespread use of Spanish among football fans in the U.S. However, he expressed confidence that artificial intelligence could help bridge this gap and enhance communication with a broader audience.
