Italy's Sport Sector Unites for Victory: "Made in Italy" Partnership
Italy is leveraging sports diplomacy to boost its economic growth and promote the "Made in Italy" brand at the World Expo in Osaka, Japan.
Roberto Baggio, the legendary footballer who won the Ballon d'Or in 1993, expressed his affection for Japan, stating, "I am very attached to Japan" and "I feel happy and proud to be a representative of Italy." His presence at the event demonstrates the power of sport as a catalyst for attention, as emphasized by Matteo Zoppas, President of the ICE Agency.
The collaboration between Italy and Japan is evident at the Expo 2025 Osaka, with the involvement of Lega Serie A, Italy’s top football league, in promotional activities such as the "Sports and Made in Italy: Winning Together" talk session. This highlights how Italy uses the universal language of sports, especially football, to enhance the appeal of its products and culture in Japan, a key Asian market.
Sports diplomacy plays a significant role in promoting Italy’s economic growth and the "Made in Italy" brand by leveraging sports partnerships, events, and collaborations that strengthen Italy’s international reputation, boost tourism, and create investment opportunities. The partnership between Italy and Japan around Expo 2025 Osaka demonstrates how sports diplomacy fosters cultural exchange and economic collaboration, helping to showcase Italian excellence in sports-related sectors alongside the iconic "Made in Italy" brand.
The torches for the Winter Olympic and Paralympic Games, Milano Cortina 2026, were made by Eni, Premium Partner of the Games, in collaboration with Versalis (Eni), Official Supporter, and designed by Carlo Ratti Associati studio. The torches were unveiled in April at two simultaneous events, one in Milan and one in Osaka, and will be on display at the Italy Pavilion of Expo 2025 Osaka until the end of the World Expo.
The Italy Pavilion at Expo 2025 Osaka features the torches for the upcoming Winter Olympic and Paralympic Games, Milano Cortina 2026, and hosted a thematic panel 'Sports and Made in Italy: together to win'. This event combined growth diplomacy and sports diplomacy, both pillars of Italy's international diplomatic action.
The presence of Baggio and other Italian sports legends, such as Stefania Belmondo, Olympic legend and last torchbearer of Torino 2006, and Bebe Vio, Paralympic champion, attracted the interest of institutions, media, and buyers, shining a spotlight on Italian excellences.
Marco Rago, Legal Advisor to the Minister of Foreign Affairs and International Cooperation (MAECI), highlighted the strategic partnership with Japan as a means to strengthen the relationship between Italy and Japan. This partnership is considered an effective tool for promoting Made in Italy and is considered very important for Italy.
In conclusion, Italy’s use of sports diplomacy in partnership with Japan boosts its economic growth by enhancing the international appeal of Made in Italy products, facilitating trade and tourism, and strengthening bilateral ties through the global language of sports at major international events like Expo 2025 Osaka. This approach exemplifies how sports diplomacy serves as a multifaceted tool that goes beyond sports to promote sustainable economic and diplomatic objectives.
References: 1. Sports Diplomacy and Japan 2. Italy’s Collaboration with Japan at Expo 2025 Includes Sports Promotion 3. Italy Pavilion at Expo 2025 Osaka 4. Italy’s Use of Sports Diplomacy Boosts Economic Growth
International sports diplomacy, exemplified by Italy's partnership with Japan, plays a pivotal role in enhancing the international appeal of Made in Italy products, particularly in football. This was demonstrated during the 'Sports and Made in Italy: Winning Together' talk session at Expo 2025 Osaka, where Italy's top football league, Lega Serie A, was involved in promotional activities.
Italy's strategic collaboration with Japan, highlighted by Marco Rago, Legal Advisor to the Minister of Foreign Affairs and International Cooperation, is a crucial tool in boosting economic growth, especially in the sports-related sectors, by promoting Made in Italy brand and strengthening bilateral ties.
