Serie A Brings Alessandro Del Piero to Vinitaly USA 2026 in New York to Promote Italian Brands.

Roger Hampel

Image: Lega Serie A

Lega Serie A has brought former Juventus captain Alessandro Del Piero to Vinitaly USA 2026 in New York, continuing its collaboration with the Italian Trade Agency (ITA) and Italy's Ministry of Foreign Affairs to promote Italian businesses internationally.

Del Piero, serving as a Serie A Ambassador, attended the international wine trade event, which brought together Italian producers, buyers, importers, distributors and sommeliers from the US market.

The initiative forms part of Serie A's ongoing involvement in international trade exhibitions, using prominent figures from Italian football to support the promotion of Made in Italy products.

Del Piero Represents Serie A at Vinitaly USA Serie A

The 2006 FIFA World Cup winner visited exhibition stands operated by Italian companies and participated in the event's official ribbon-cutting ceremony.

He was joined by Matteo Zoppas, president of the Italian Trade Agency; Marco Peronaci, Italy's Ambassador to the United States; Federico Bricolo, president of Veronafiere; and Riccardo Guariglia, secretary-general of Italy's Ministry of Foreign Affairs.

Lega Serie A was also represented by Michele Ciccarese, the league's Commercial and Marketing Director.

The event provided Italian wine producers with an opportunity to engage with US buyers and distribution partners, while Del Piero's participation added a football-related promotional element to the trade exhibition.

Serie A Continues Partnership With Italian Trade Institutions

Lega Serie A has worked with the Italian Trade Agency and the Ministry of Foreign Affairs across several seasons to support Italian businesses at major international trade fairs.

The collaboration involves appearances by former football stars representing Serie A, connecting the league's international recognition with the promotion of Italian products and businesses.

The New York activation also highlights the United States as a market for Italian commercial and cultural promotion, with football ambassadors participating in events outside the sports industry.