Pirlo Abroad, DAZN Expands, and Italy’s Women Fall Short: A Turning Point for Italian Sport - 28.7.2025

On this day, Italy witnessed a significant blend of triumph and challenge in sports, as the women's football team narrowly missed a chance at the Euro final and various initiatives aimed at promoting Italy on the international stage emerged.

Some highlights from the news include Italy's women's football team falling to England in a heart-wrenching 2-1 semi-final loss during extra time. Coach Andrea Soncin emphasized the strides made through the professionalization of women’s leagues, reflecting a deeper structural progress within the sport.

Turning to market updates, a landmark collaboration was announced between Serie A and the National Hockey League (NHL), along with the NHL Players' Association (NHLPA), which aims to enhance fan engagement ahead of the Milano-Cortina 2026 Winter Olympics. Additionally, DAZN has expanded its broadcast rights for Serie A across major markets, including the UK, France, and the US, while also acquiring rights for niche events like Soccer7sSeries and PFL Europe MMA.

In global scenarios, the European Union is scrutinizing Italy's recently introduced “piracy shield,” citing potential conflicts with the Digital Services Act. The Serie A’s chief executive warned that illegal streaming could result in an annual revenue loss of 300 million euros, endangering youth development programs and vital infrastructure projects.

From the international front, the Friedkin Group has launched “Pursuit Sports,” a new data-centric platform managing AS Roma, Everton, and AS Cannes, underscoring a commitment to expanding cross-border club ownership. Meanwhile, Italian sports exports soared, propelled by the success of tennis star Jannik Sinner, reaching a total of 3.344 billion euros and establishing a notable trade surplus.

The urgency for stadium modernization is palpable, with Italy facing the prospect of outdated venues like San Siro potentially jeopardizing its bid to co-host Euro 2032. In personnel shifts, former midfielder Andrea Pirlo has accepted a coaching position with United FC in the UAE, further highlighting the global appeal and exportability of Italian football expertise. The return of the Hopman Cup to Bari has solidified Italy’s role as a prominent sports event venue.

Amidst these developments, key themes of progress and challenges emerge: women's football is gaining increased traction; media strategies are innovating through cross-sport alliances; regulatory issues loom large over digital frameworks; exports show an upward trend, and infrastructure demands intensify as the sports landscape evolves.
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