Lega Serie A has added a new social media channel to its digital offerings with the launch of its official “Serie A” global Snapchat account. The account will initially be presented in English and Arabic, with the aim of reaching a wider global and Middle East and North Africa (MENA) audience. Influencer partnerships will also be targeted towards the most popular geographies for the platform. Lega Serie A will be collaborating with Snapchat to produce unique content and creation tools, such as augmented reality, filters and avatars, to engage with fans and offer exclusive features, especially for younger generations.
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Luigi De Siervo, CEO of Lega Serie A, stated that this move will increase the number of Serie A fans, as the league now has 20 official accounts in eight languages, producing custom-made content for each region. The league’s media company will create the content. The new Snapchat account will allow targeting of two important areas, the USA and MENA, where the platform is widespread.
Alejandro Arenas, Snap Inc. International Sports Partnerships, expressed excitement at partnering with Serie A and offering premium football content to the platform’s 750 million monthly active users. Alfonso De Stefano, Managing Director of Lega Serie A MENA, added that the goal of launching the Lega Serie A official account on Snapchat is to connect with “calcio” fans in the MENA region. The dedicated Arabic content will help connect Serie A fans with the brand and create relevant and high-quality content for the platform, which is one of the most popular in the region.