Serie A's global appeal has waned, with Italian football attracting significantly less interest from overseas fans compared to the Premier League. Deloitte's latest figures reveal a stark contrast in broadcast revenue, with international rights contributing approximately a quarter of Serie A's total, while the Premier League and Spain's top-flight leagues see 40-50 per cent from international rights.
The data also indicates that Serie A's broadcast revenue has increased by a mere one per cent. Despite this, investors are reportedly exploring opportunities to bridge the gap, with private equity circling the league’s global media rights.
MTM research highlights a potential avenue for growth, showing that 10 per cent of non-Italian fans follow an Italian club as their second club. This is in contrast to 55 per cent of non-UK fans who follow a UK club, suggesting room for Serie A to become a secondary choice for international football enthusiasts.
Serie A has attempted to expand its international following, including a planned match between AC Milan and Como in Perth, Australia, which was ultimately cancelled. Experts suggest that while such events can generate initial interest, sustained engagement requires further effort, potentially through local creators and accessible online formats.