Inter Milan Launches Brand Manifesto with Spike Lee Ahead of FIFA Club World Cup 2025.

Roger Hampel

Photo Credit: Inter Milan

Inter Milan has unveiled a new global branding campaign titled “My Name Is My Story”, created in collaboration with Oscar-winning filmmaker Spike Lee. The narrative-led initiative, timed ahead of the club’s participation in the FIFA Club World Cup 2025, is designed to introduce the Inter brand to a new, international and culturally diverse audience, particularly in the United States.

The campaign is built around a mid-form video directed and narrated by Lee, serving as both a cultural storytelling piece and a brand manifesto. It was produced in-house by Inter Media House and launched on 10 June, just days before the club’s opening fixture in the U.S.-based tournament.

Strategic Brand Expansion Through Cultural Storytelling

Inter’s decision to launch the campaign ahead of the Club World Cup reflects a broader commercial strategy: using heritage to connect with new markets via culturally resonant storytelling.

“We’ve come up with an innovative and authentic way to tell our story to the younger generations in the country,” said Giorgio Ricci, Chief Revenue Officer at FC Internazionale Milano.“Being able to present ourselves to an international audience with a contribution from a world-renowned director in Spike Lee is an extraordinary thing and represents a great opportunity to make our brand all the more relevant on the global stage.”

This is not a one-off activation — it’s part of Inter’s long-term effort to scale its brand narrative beyond Italian football, appealing to non-traditional, multicultural football fans through voice, tone, and format rather than just results and history.

“Internazionale” as Manifesto Inter Milan Spike Lee

At the heart of the campaign is the reinterpretation of the club’s name — “Internazionale” — not just as a historical fact, but as a guiding principle. The storytelling reframes the club’s founding act in 1908 as a rebellion against exclusion, emphasizing openness, cultural plurality, and internationalism.

Spike Lee, a long-time sports enthusiast and symbol of creative activism, narrates this legacy through his own lens, targeting both lifelong supporters and digital-native audiences in the U.S. and beyond.

The video’s rollout across Inter’s digital ecosystem — including owned channels and social platforms — is designed to maximize reach without media spend, leveraging Lee’s profile and the tournament’s timing for viral distribution.

Brand Positioning Ahead of the U.S.-Based Club World Cup

The campaign arrives as Inter prepares to compete in the first-ever 32-team FIFA Club World Cup, hosted in 11 cities across the United States from 14 June to 13 July 2025. With clubs like Inter Miami, Real Madrid, and Manchester City involved, the event is expected to draw significant North American and Latin American attention.

By investing in cultural brand alignment before kickoff, Inter positions itself as more than a participant — as a narrative carrier. It signals that the club understands the event not just as competition, but as content, distribution, and global visibility.

Legacy as Strategic Asset

The campaign also revitalizes the legacy of Giorgio Muggiani, the club’s founding figure — a designer and activist who established Inter in 1908 as a response to rules that banned foreign players. By reviving this origin story through the voice of Spike Lee, the club aligns its historical DNA with contemporary values of inclusivity, rebellion, and global identity.

“It will be called Internazionale, because we are brothers and sisters of the world,” the campaign states — a quote from Muggiani that now frames Inter’s entry into new football economies.