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Made in Italy Takes Center Stage: Del Piero at Cannes Film Festival 2024.

Roger Hampel

Del Piero Cannes
Del Piero Cannes

In a dazzling fusion of sports, cinema, and culture, the Marché du Film at Cannes 2024 showcased an extraordinary intersection of Italian flair. Alessandro Del Piero, the legendary footballer and an ambassador for Lega Serie A, graced the event, emphasizing the unparalleled power of sports in promoting national heritage and industries. This initiative aligns with Lega Serie A’s ongoing efforts, in collaboration with ICE (Italian Trade Agency) and MAECI (Ministry of Foreign Affairs and International Cooperation), to highlight Italian craftsmanship on the global stage.

Uniting Cinema and Sport: A Strategic Showcase Del Piero Cannes

The presence of Del Piero at Cannes is not just about the allure of celebrity; it serves a strategic purpose. By involving a sports figure of his stature, the event taps into the vast audience of football enthusiasts, drawing attention to Italy's prolific capabilities in the audiovisual sector. The Marché du Film coincides with the prestigious Cannes Film Festival, providing an optimal backdrop for promoting Italian excellence.

Del Piero's Role and Impact

As a revered figure in Italian football, Del Piero’s participation extends beyond mere appearance. During his tenure at Juventus and the Italian national team, he not only showcased his formidable skills on the field but also embodied the spirit and quality synonymous with Made in Italy. His speech at the Italian Pavilion highlighted the crucial role of visibility and responsibility in promoting Italian values and craftsmanship.

Italian Excellence on a Global Platform

The event at Cannes is part of a broader series aimed at fostering global appreciation for Italy’s rich tradition of quality and innovation. Following a similar event in Algiers featuring Christian Vieri, the initiative underscores the continuity of Italy’s strategic promotion of its cultural and industrial sectors through high-profile platforms.

A Call to Action for Italian Pride

Del Piero’s remarks also served as a poignant reminder of the intrinsic value of Italian products and the pride that should accompany their global representation. His international experience and recognition add a significant layer of authenticity and persuasion, encouraging not only Italians but also global citizens to appreciate and opt for Italian products.


The strategic use of sports celebrities like Alessandro Del Piero at international events such as the Marché du Film in Cannes exemplifies a dynamic approach to cultural and economic diplomacy. It leverages the universal appeal of sports to bridge industries—cinema and manufacturing—thereby amplifying the global footprint of Italian craftsmanship. This synergy between different sectors not only enhances visibility but also reinforces the national identity and pride associated with the Made in Italy label.

Source: Serie A


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