Sport and Innovation: Made in Italy conquers the world

Sport is much more than a competition, it is passion, identity, diplomacy and even sacrifice and talent and it is also an expression of a country's ability to speak to the world. The project "Sport and Innovation Made in Italy" was born with this very objective: to promote the best of Italy through sport .

At the Sala dei Trattati of the Farnesina, the Vice President of the Council and Minister of Foreign Affairs Antonio Tajani and the Minister for Sport and Youth, Andrea Abodi , presented the second edition, a moment to relaunch and strengthen an already successful path: in 2024, thanks to the synergy of Sport e Salute SpA and ICE-Agenzia, in collaboration with the Italian Federations of Athletics, Swimming, Tennis and Padel, extraordinary results were achieved.

The international communication and promotion plan will be structured through high-impact actions during four international sporting events hosted at the Foro Italico in Rome : the Internazionali BNL d'Italia di Tennis (underway these days until 18 May), the Italy Major Premier Padel (from 8 to 15 June), the “Golden Gala” of athletics (6 June) and the “Sette Colli” International Swimming Trophy (from 26 to 28 June).

The wide range of activations will ensure visibility and diffusion of Made in Italy: from the branding of spaces to the production of digital content, with a planned publication aimed at an international audience. At the same time, evening light shows will be created at the Foro Italico, a real show, and a new edition of the video format “Made in Italy We Are”, a sort of TV series dedicated to the stories and lives of champions, chosen as official Ambassadors among the great names of Italian sport.

Among the strategic actions, an international workshop on the theme “Sport and Innovation Made in Italy” is also planned, which will take place during the ISPO fair in Munich (scheduled from 30 November to 2 December 2025), an international reference platform for the entire sports and outdoor sector.

Through this initiative, the Italian sports system once again asserts itself as an ambassador of Made in Italy in the world, strengthening the synergy between sport, economic diplomacy and international promotion.

"We are proud of all Italian sports, from swimming to athletics: sport has a social function, it is a tool for bringing people together and also for keeping young people away from certain risks. Sports champions are examples for many young people, with their sacrifices and their renunciations they represent positive models - said the Vice President of the Council and Minister of Foreign Affairs Antonio Tajani - We are reforming the Ministry of Foreign Affairs with a general directorate for economic growth that will have an Office for Sport. Sports diplomacy is important for exports and for foreign policy, it is a tool for dialogue. Sport is essential for making our country known and attracting tourism. Having the America's Cup in Naples will be an extraordinary adventure for Italy and for all Italian sports".

"Events like this substantiate the sense of inter-institutional collaboration that sees the Government engaged on various fronts, sport is certainly a common ground - said Andrea Abodi, Minister for Sport and Youth - We have the excellence of the places, of the events, of the human capital, male and female athletes, it is essential that this alliance determines a common commitment, a systematic collaboration in the diffusion of sport in the world as a vehicle of communication and promotion. The companies in the sector benefit from the multiplier of opportunities determined by the great sporting events. We have no ambitions but only the pride of promoting our Nation".

“With the “Sport and Health” project, ICE renews for the second consecutive year its commitment to the integrated promotion of Made in Italy, enhancing the link between sport, health and the Italian production system,” commented Matteo Zoppas , president of ICE. “A Diplomacy of Sport that ties in and becomes a further strategic asset alongside the Diplomacy of Growth to tell the story of Italian excellence in the world, not only through products, but also through the values ​​that distinguish us: quality, innovation and passion.

"This synergy tells and promotes the best of Italy in the world. Sport is an ideal tool to generate psycho-physical well-being but also a lever for diplomacy, innovation and promotion of Made in Italy. More and more often, Italian technological research developed in the sports field is then used in vast production sectors - explained Marco Mezzaroma , president of Sport and Health - From the Foro Italico, an international showcase, we relaunch a strong message. Together with the Federations we promote events of excellence that speak to the world with the universal language of sport".

"Italian sport is synonymous with professionalism, innovation and talent and our athletes are the maximum expression of this - said Paolo Barelli , president of FIN - The goal is to continue to spread knowledge of the excellence of our entire sports sector, from clubs to athletes, to businesses, fostering trust and creating new opportunities".

“We are proud to contribute to a project that combines excellence, innovation and national identity, an opportunity to promote our events, our athletes and the entire sports system as ambassadors of Italian excellence in the world, strengthening the link between sport, diplomacy and economic growth” said Angelo Binaghi , FITP president.

"The successes of athletics in the last four seasons have contributed decisively to promoting the image of Italy in the world," said Stefano Mei , president of Fidal. "Our Italian champions, capable of winning medals and breaking records in a sporting discipline that is global like no other, have shown the best side of this country and the most authentic values ​​of sport. We are happy to be an integral part of the 'Sport and Innovation Made in Italy' project with an edition of the Golden Gala Pietro Mennea that promises to be full of world stars and satisfaction for Italian athletes."