Lega Calcio Serie A at Web Summit Qatar: technology and innovation driving commercial growth

Lega Calcio Serie A took part in Web Summit Qatar 2026, held in Doha from 2 to 4 February, reaffirming its strategic focus on technology, innovation and international commercial development.

On 3 February, Michele Ciccarese, Marketing & Commercial Director of Lega Calcio Serie A, joined the panel “Heritage meets ambition: taking Italian football global”, outlining how the League is evolving its football product to engage a global and increasingly digital fanbase. The panel was moderated by Sports TV Presenter Nicky Crosby.

With over 700 million fans worldwide, Serie A continues to invest in advanced fan engagement and broadcast technologies designed to bring supporters closer to the game. Among these, the Ref Cam represents a key innovation: deployed in three to four matches per matchday, it delivers a unique on-field perspective and enables the creation of dedicated Ref Cam highlights, widely shared across social platforms and amplified by influential media figures such as Fabrizio Romano, helping to engage new and younger generations of fans.

This technological evolution goes hand in hand with a strong commercial growth strategy. In the 2025/26 season, Lega Calcio Serie A has strengthened its global partnership portfolio with the addition of Haier, the Chinese multinational serving as title sponsor of the Ref Cam — branded as HaierCam in broadcast graphics, and Volkswagen, the German multinational appointed as the League’s new Automotive Partner. These agreements further confirm the high level of attractiveness of Serie A within the global advertising and sponsorship market.

Special attention was also given to the MENA region, recognised as a strategic area for the League thanks to its strong fanbase and growth potential. Lega Calcio Serie A remains committed to delivering tailored content, visibility and commercial value to fans and partners across the region.

Looking ahead, the League is also addressing new  challenges related to the modernisation of stadium infrastructure in Italy, considered a crucial factor in enhancing the quality, innovation and long-term commercial sustainability of Italian football.

Lega Calcio Serie A’s participation in Web Summit Qatar confirms its ambition to position Italian football at the crossroads of heritage, innovation and business, driving sustainable growth on a global scale.