Lega Serie A Unveils Strategic Fan Engagement Partnership with BAZR.
- Roger Hampel
- 2 days ago
- 2 min read
Roger Hampel

Image: Lega Serie A
Lega Serie A has officially announced a new strategic partnership with BAZR S.p.A., an Italian platform specializing in live social commerce. The collaboration aims to merge football, entertainment, and e-commerce by offering fans exclusive access to authentic matchday collectibles and immersive experiences.
The announcement took place in Milan, at the prestigious two-Michelin-starred Andrea Aprea restaurant, underscoring the premium nature of the agreement. The event featured key representatives including Lega Serie A CEO Luigi De Siervo, BAZR founder Simone Giacomini, and Serie A Commercial & Marketing Director Michele Ciccarese. Italian football icon Alessandro Del Piero also attended the unveiling, reinforcing the initiative's link to football heritage and culture.
A New Era of Digital Fan Engagement Lega Serie A BAZR
The partnership introduces a new model of supporter involvement through BAZR’s live commerce platform, which will enable fans to purchase authentic match-used balls and other memorabilia in real time.
“This partnership redefines the way fans connect with Serie A,” said Luigi De Siervo, CEO of Lega Serie A.“Through digital innovation, we’re offering our supporters a deeper, more emotional link to the game by bringing them closer to the moments that define it.”
Through BAZR, supporters will be able to purchase the official match balls used in 100 selected games across the Serie A Enilive, Coppa Italia Frecciarossa, and EA SPORTS FC Supercup competitions. These items are positioned as collector’s pieces and tokens of unique footballing moments.
Exclusive Access and Premium Experiences
Beyond match balls, BAZR will also provide access to a wide array of exclusive products and experiences, including:
Captain’s armbands
Pitchside walkabouts during Coppa Italia and Supercup finals
Meet-and-greet opportunities with Serie A legends
Trophy tours and hospitality packages
“We’re proud to partner with Lega Serie A and help pioneer a new format of engagement where fans can access meaningful, authentic items and moments in real time,” said Simone Giacomini, Founder of BAZR.“This partnership bridges the digital and emotional aspects of football fandom.”
A Strategic Commercial Vision
For Lega Serie A, the agreement forms part of a broader commercial strategy aimed at enhancing fan connection, sponsor visibility, and global reach through innovative digital formats.
“We believe that real-time engagement through platforms like BAZR will become a cornerstone of sports marketing and merchandising,” commented Michele Ciccarese, Commercial & Marketing Director at Lega Serie A.“The fans want more than just the 90 minutes. They want to own part of it.”