Case

The Challenge

Parma Calcio, an illustrious Italian football club, embarked on an ambitious mission to extend its influence and engage with a broader international audience. Seeking to build bridges across cultures and nurture relationships with football enthusiasts beyond Italian borders, the challenge was to create an unforgettable experience that would leave a lasting impact in Southern Germany.

Our Strategy

In collaboration with Schaechter Sports GmbH and Dietmar Stoeckle, Parma Calcio devised a holistic strategy to enhance its global reach. Drawing from the success of its previous visit to Germany, where more than 150 players participated in a week-long football extravaganza, Parma Calcio was back for an encore experience.

The program was thoughtfully curated to include a diverse array of activities. Marco Garilli, the Technical Director of Italy Project and Territory Project at Parma Calcio 1913, took the lead. He conducted evening training sessions for local German U6-U15 teams, inspiring a total of 83 young talents with his expertise and humor. However, the outreach extended beyond the typical football community as he also coached another 57 kids from the primary school of St. Martin, offering a unique and memorable start to their new school year.

A digital Q&A session with Filippo Galli, a three-time UEFA Champions League winner and current “Head of Methodology” at Parma Calcio 1913, added another layer of excitement to the experience. More than 30 kids had the rare opportunity to engage with this football legend, who shared his wealth of knowledge and experience with genuine warmth.

The journey continued with an official visit to the city of Worms, Parma’s sister city. The collaboration potential was explored in discussions with local stakeholders, including Lord Mayor Adolf Kessel and Timo Horst, the head of the school and sports department.

The week was punctuated by extensive media coverage, with the regional newspaper “Rheinpfalz” capturing the excitement of the moment.

The Impact

Parma Calcio’s return to Southern Germany left an indelible impact. The week was a resounding success, achieving its goal of fostering cultural exchange and strengthening connections with the local community. By leveraging football’s universal appeal, Parma Calcio created numerous touchpoints that resonated with the region’s youth and other stakeholders.

The Triumph

Parma Calcio’s venture into Southern Germany not only expanded its global presence but also reinforced the notion that football serves as a powerful bridge between cultures. The unique program, meticulously designed with the guidance of Schaechter Sports GmbH, opened up exciting opportunities for the club, reinforcing its role as an ambassador of the beautiful game.