Italian soccer is undergoing a significant transformation. Not only are club owners championing the integration of Italy’s natural beauty and culinary culture into the match-day experience, but Serie A is also leading the race to export league games abroad, with plans to send Milan and Como to Australia as early as 2026. 

But exporting matches to the other side of the world is just the cherry on the cake. Crucially, Calcio must reinvent itself on home soil if it wants to maintain its position among world elites. For far too long, Serie A had remained overly reliant on past glories to preserve its prestige as its European rivals caught up and surpassed them.