“Every metric we pursue

With a 50% viewer hike in the USA for the 2024-25 series A season, Italian football is exactly what American sports fans have ordered. We talk to Andy Mitchell, CEO of Serie a North America to discuss the growth of the league and its future in the USA

The Italian diaspora in the United States has led to an ubiquitous cultural effect in the whole of the country until the end of the 19th century. From fashion to the arts and perhaps especially in the kitchen, Italian culture is all over the USA – Paulie Gualtieri summarizes it in the second episode of one of the first episode quite concise The sopranos.

An estimated 6 million Americans travel to Italy every year, and around 51 million Americans have an “affinity” for Italian culture. This is maybe nowhere more noticeable than in New York City, where it is the cultural backbone for many communities.

It only makes sense that Italian football would find its way to an American audience.

At a time, series A was the best football league in the world, with AC Milan and Juventus being the most feared and respected clubs in the world. After a significant drop in quality and the rise of the worldwide attraction of the Premier League, Serie A has steadily announced in the past five years.

CBS has played a key role for the American audience to help fans appreciate the passion and elegance of Italian football, which is now more attacked than ever. It also helps that five American players are currently playing for the series teams.

While Serie A continues to be known through its radio partners, the league is steadily increasing in the competitive world of global football.

In our interview with Andy Mitchell, CEO of Serie A North America, we will discuss the future plans of the league on the US market and about which Legacy player like Christian Pulisic could continue his international growth with the league.

Urban Pitch: What do the metrics show about the growing popularity of Serie A in the United States? What are the main goals of series A to penetrate the American market?

Andy Mitchell: Our main goal is to build on the existing audience for Italian football and to increase brand awareness and sales. When the US office was originally set up, the focus was on the audience and brand, but now we turn to monetization.

Every metric we pursue is in the right direction. Our Broadcast audience rose by 50% compared to the previous year. Our weekly newsletter Calcio Weekly has grown in a stable state and at the same time retained an incredible engagement rate.

Is the series satisfied with the general number of spectators? How does the league work with its television and media providers to ensure the best broadcast and that the general message of the league is communicated?

CBS is a great partner and we are proud of what we have achieved with them. 50% audience growth is really amazing, but we believe that there is a very high ceiling. We work with you in an countless way.

A great example is her new Christian Pulisian doctor, who gives fascinating insights into the life of a footballer at the highest level and the very difficult trip to get there.

CBS also sent reporters to Italy according to major matches to capture Calcio's culture. It is such a unique football culture and it is such a unique football culture to experience it even during the show to recognize our audience what is something special in this league.

What surprised you about the American market and series A?

The strength of the unique selling point that distinguishes Serie A from its European colleagues: Italian culture. We have made some research and found that 51 million Americans have an affinity for Italian culture and that 6 million Americans travel to Italy every year. The Americans love Italy, so that creating and promoting this cultural connection creates a transformative opportunity for us.

How does a league like Series A create a long -term interest in your product when players like Christian Pulisic or Tim Weah play in the league? Do the Americans have to be involved in series A in order to maintain considerable attention?

Do American players help us? Absolutely, American players refuel the American interest. But historically, series A was the most important league in the world, and we have regained our place as a global power pack in recent years.

The Americans want to see football at the highest level, and they have that in Italy. In addition, the league has some of the best known and most popular teams in football such as AC Milan, Inter, Roma and Juventus.

It is a league that has been around for a long time and has undeniable permanent power on the North American market. It is also worth mentioning that nine of the teams of this season have North American owners of the investment and the interest in Italian football from this territory are long-term in the long term.

Football in the United States seems to be very fragmented. You have MLS, Series A, Epl, La Liga, and it will be very niche at fans to Colombia, Argentina and League MX. How important is storytelling to keep the audience as big as possible?

There are many reasons why people can follow a certain league or a specific association, and we have to address fans in a way that will take advantage of them. The storytelling is a very important tactic that we use, but we also make sure that we are interested in data and statistics or those with a cultural affinity for Italy. We strive to meet people where they are and present the league in a way that will find resonance with them.

What plans does Serie A have for the future of the US market and what are the KPIs for the league?

The further agreement with travel and culture is two of our top priorities. We have planned some big new initiatives for the next season that concentrate on these areas to expand the funnel. The next two years will be decisive because the FIFA World Cup comes to the USA and the potential to achieve a new pool of soccer-country people who may not have a team or league that they follow.

Our plans focus on bringing new fans of all kinds: from the hardcore fans to the newcomers who may see the World Cup on home and follow the beautiful game from there.