Serie A Calcio has named Minute Media as its official content partner to increase digital engagement in North America.
The agreement aims to leverage Minute Media’s portfolio of sports content brands, such as football-focused 90min, and global athlete storytelling platform, The Players’ Tribune, to boost engagement across North America.
Additionally, the company’s 90min website will introduce a dedicated section that is specifically tailored to Serie A. This section will feature pre-match content, offering details on where US audiences can watch the games, along with tune-in details for broadcast.
Andy Mitchell, CEO of Serie A USA, commented: “Partnering with Minute Media offers us massive scale to reach Calcio fans and grow the league in North America. Showcasing the top players from the North American region excelling in Italy, the quality of play and the unique football/soccer culture on a scaled platform is a great opportunity.”
To bridge a link to the US and the European league, the website will produce rankings about Serie A, with special focus on US, Canadian and Latin American players to cater to its North American audience.
To ensure the initiative’s success, Minute Media will leverage licensed content for use across its platforms, such as match highlights, training sessions, press conferences and watch parties.
Andres Cardenas, Chief Marketing Officer at Minute Media, said: “This partnership marks the beginning of an innovative offering for Serie A fans in North America as they seek more content from the players and teams they love.”
The Italian league has explored internationalisation efforts as of late, with this partnership coming after a deal with UK-based free-to-air broadcaster ITV earlier this year. In the deal between the league and the broadcaster, there will be a game shown each weekend until the end of the season.
This push into the US comes at an interesting time, with key American Serie A players like AC Milan’s Christian Pulisic, along with Juventus‘ Timothy Weah and Weston McKennie, all playing in the competition.
Cardenas added: “With a record number of USMNT players finding a home in Italy and as interest in football continues to spike across North America, we are proud and excited to be named an official content partner of Lega Serie A Calcio in the United States and look forward to bringing Serie A’s historic and exciting match content to a wider fan base.”
