Serie A brought former Juventus captain Alessandro Del Piero to Vinitaly USA 2026 in New York as part of its ongoing efforts to promote Italian brands and businesses in the US market.
The activation is part of Lega Serie A’s collaboration with the Italian Trade Agency (ITA) and Italy’s Ministry of Foreign Affairs, which aims to support Italian companies at major international trade events.
Del Piero, who serves as a Serie A Ambassador, visited stands operated by Italian companies and took part in the event’s official ribbon-cutting ceremony. The 2006 FIFA World Cup winner was joined by Matteo Zoppas, president of the Italian Trade Agency; Marco Peronaci, Italy’s ambassador to the United States; Federico Bricolo, president of Veronafiere; and Riccardo Guariglia, secretary-general of Italy’s Ministry of Foreign Affairs.
Lega Serie A was represented by its Commercial and Marketing Director Michele Ciccarese.
Vinitaly USA brought together Italian wine producers with buyers, importers, distributors and sommeliers from the US market. Del Piero’s presence added a football-led promotional dimension to the trade event, linking Serie A’s international profile with Italian products and businesses.
Serie A expands international commercial outreach
Lega Serie A has worked with the Italian Trade Agency and the Ministry of Foreign Affairs across several seasons to promote Italian companies at international trade fairs.
The partnership uses former football stars as Serie A representatives, connecting the league’s global recognition with the promotion of Italian products and businesses in overseas markets.
The New York activation also underlined the importance of the US as a market for Italian commercial and cultural promotion, with Serie A leveraging its football ambassadors beyond the traditional sports industry.