Udinese Calcio aims to kick off Middle East partnerships

From scouting to sustainability

Udinese Calcio is a professional football club based in Udine, Italy. Established in 1896, the club plays in Serie A, the top tier of Italian football. Over the years, Udinese has built a solid reputation for producing talented players and consistently performing in Italy’s elite league.

Middle East News 247 engaged in an exclusive one-on-one with Magda Pozzo, Chief Commercial Officer of Udinese Calcio, on the sidelines of the Sport Impact Summit held in Dubai on December 4, 2024.

Excerpts from the interview:

What is Udinese Calcio’s current focus in the Middle East region?

We are here [Dubai] for the Sport Impact Summit. As part of Udinese’s ownership, I am mainly involved in coordinating sports, sustainability, and business strategies. At the Sport Impact Summit, we are primarily focused on sustainability.

I was invited to talk about that because our team has been nominated as the first in Italy for sustainability and the fourth in the world, according to the Financial Sustainability Index. We were also invited to COP29 – and this year, for the first time, football was included at COP, with Udinese being the only Italian football team present.

We are trying to push a significant movement: sustainability. We believe football can lead this message. Football has such a broad reach, and with the support of our fans and partners, we are committed to driving forward this movement. Sustainability is almost a social commitment that Udinese must share with the world.

How do you connect sustainability with football?

We approach this in several ways. For instance, four years ago, we asked our technical sponsor, Macron, to create our first jersey from recycled materials. It was a new concept, but they agreed to produce it for us. Not only did they do that, but they also used recycled materials for over 200 other teams for which they supplied kits.

That is a huge impact, and we are proud to have initiated that change. Another example is our stadium in Italy, in Udine. In January 2025, we will inaugurate a solar park with 2,409 solar panels. This will allow us to be fully energy-independent during our home matches, relying entirely on solar power. These are just two examples of how football and sustainability can go hand in hand.

What is Udinese’s presence in the Middle East? How is it evolving?

It is very exciting for us. Serie A has an office in the region, and we want to expand our presence by focusing on our areas of expertise. One of those areas is scouting. We would love to build stronger relationships with clubs and organisations in the region, which could help us expand our scouting network.

Another area of interest is football academies. We already have 200 academies across Italy operating under a franchise model, and we view this as more than just football – it is also an educational project. We are looking for potential regional collaborations to bring our academies to the region and help develop young talent.

What is your impression of sustainability in the Middle East?
The region strongly emphasises sustainability. Even during my visit, I noticed how deeply sustainability is integrated into the infrastructure. There is a real awareness of the importance of water conservation and energy efficiency.

For example, I can see that many of the region’s buildings and systems are highly sensitive to these issues. This is fantastic, and it is clear that the area is on the front foot regarding sustainability.

What challenges do you face in Italy, particularly around sustainability?

It is not always easy, but things have improved. Different organisations set various guidelines in the past, and coordinating was not easy. But now, Serie A has introduced more fixed and coordinated sustainability guidelines, which has been a big help.

One of the biggest challenges we have faced is implementation. It is not just about setting goals but about actually following through. Udinese has been recognised as a sustainability leader because we have successfully implemented our strategies.

Another challenge, of course, has been the issue of ‘greenwashing.’ We have had to be very careful not to fall into that trap. But now, we are working with partners like Blue Energy and Macron, who are genuinely helping us achieve our sustainability objectives. Without their support, we would not have come this far.

What makes the Middle East region unique for Udinese in terms of business, opportunities, and partnerships?

The Middle East is an exciting region because of its immense potential. There is a strong drive for excellence and a real passion for sports. The infrastructure and opportunities for growth are incredible, and there is a genuine willingness to improve and develop. I am fascinated by collaborating with regional partners, particularly in scouting and sustainability.

Looking ahead, what are your plans for 2025?

Looking forward to 2025, we are keen to expand our collaboration with the Middle East in the areas we have already discussed. We have already had some promising conversations and hope to forge more partnerships.

On a broader scale, we are also focused on continuing our progress in Italy. Sport-wise, we have had a perfect start to the season, and our goal is always to qualify for European competitions. We aim for a strong finish and hope to return to the European stage.

What was your impression of COP29? You were the only football team involved – what takeaways did you have from that experience?

COP29 was an incredible experience for me. It was very emotional, to be honest. It was a personal milestone as someone who never imagined a smaller club like Udinese would represent all of Italian football at such an important event.

The experience showed me just how powerful football can be as a tool for change. With 3.5 billion people following the sport, we can lead and inspire others. It was eye-opening to see that football can educate and shift attitudes towards sustainability. I truly believe that football can be a force for good and that it’s our responsibility to use it as a social commitment to drive change. Sustainability is just one of the areas where we can make a significant impact.

Hero image: Magda Pozzo, Chief Commercial Officer of Udinese Calcio, spoke at the Sport Impact Summit held in Dubai on December 4, 2024. Credit: Arnold Pinto