Juventus chief revenue officer Giorgio Ricci likes La Liga’s idea of taking a regular season match outside of its domestic borders.
Ricci would like Serie A to explore a similar move, saying Italian soccer can only benefit from putting its brand in other markets.
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Serie A lags behind other top European league in TV money, which has hindered its ability to recruit top end talent relative to its competitors.
Ricci says if American sports see value in bringing their top leagues to Europe, it holds that the reverse would be true. From the BBC:
“If we look at some other more developed leagues in terms of commercial strategy; the NBA and NFL, they are exporting one or two of their matches abroad, to the UK or elsewhere in Europe. I think it is a good strategy. It is a way to export something that is not an exhibition.”
Would a regular season match bring any more eyes or attention than the International Champions Cup, at least enough to offset the sacrifice of atmosphere? It seems doubtful, but the money is the key here. Italy wants to catch up with Spain, Germany, and England.