Repositioning Napoli as a premium brand

On today’s episode of the Sports Pundit Innovation Podcast, Andy is joined by Leonardo Giammarioli, Chief Global Business Development Officer at SSC Napoli, to unpack how one of Italy’s biggest clubs is building a smarter, more sustainable commercial model.

Leonardo has worked across the sports business from multiple angles, including agency-side at SPORTFIVE, brand-side at NIVEA, and within clubs across different football cultures, giving him what he describes as a “360-degree” view of how the ecosystem works. At Napoli, that perspective matters, because the club’s ambition is clear: compete at the top level without the financial profile of Europe’s super clubs.

In this conversation, we explore two of Napoli’s most distinctive advantages. First, the club’s approach to squad-wide image rights, which gives sponsors clearer access to players, reduces category conflicts, and even feeds into transfer decision-making through commercial forecasting. Second, Napoli’s end-to-end control of merchandise, which has transformed both brand perception and profitability, from premium sponsor alignment to rapid, culture-led drops tailored to specific markets.

If you’re interested in how a club can build modern commercial leverage through ownership, control, and smarter infrastructure, this episode is a masterclass in commercial innovation.

Timestamps

• 02:00 - Leonardo’s “360-degree” view of the industry

• 04:00 - Napoli’s unique approach to squad-wide player image rights

• 07:00 - The challenges (and commercial upside) of managing player rights day-to-day

• 11:00 - Developing premium positioning, direct relationships, and regional partners

• 24:00 - Taking in-house control of merchandise

• 33:30 - Loyalty, data, and building Napoli’s digital ecosystem

• 40:30 - Closing reflections: sustainability, infrastructure, and what comes next

With Thanks to the Social Football Summit ⚽️🏟️

Social Football Summit (SFS) is a event designed for innovative content, sharing, networking, and education in the Football Industry.

The first event of its kind in Italy, over the years, it has become a reference point for football protagonists and stakeholders. Its inception aimed to build a dynamic and innovative ecosystem with the objective of creating opportunities for encounters between authoritative figures and key players in the Football Industry.

Figures like Leonardo, who I was lucky enough to interview on stage at the latest edition back in November at Juventus’ Allianz Stadium.

Leanne Bats is a future of sports architect, blending creativity, technology, fandom, and purpose to shape the industry’s evolution. Having led Innovation at New Zealand Rugby, pioneering emerging technologies to deepen connections with the iconic teams in black and she is now drives transformative initiatives as Head of Digital & Innovation at Sport Waikato. She also authors the newsletter OuterSport, a commentary on the future of sport.

Andy Marston is the founder of Sports Pundit, a community and media platform for sports and technology executives. Through a weekly newsletter, podcast network, lively group chat, and regular social events, he shares industry analysis and connects leaders across the sector. Alongside Sports Pundit, Andy leads Corporate Venture at athlete-backed venture firm, The Players Fund, where he works with high-profile sports IP such as Como 1907 to design venture strategies and drive innovation initiatives.

About Sports Pundit

Sports Pundit is a community-driven platform for executives working in sport, built around content, events, and conversation. Through its weekly newsletter, social channels, WhatsApp groups, and podcast network, it connects industry leaders across the globe.

At the heart of the platform is the Sports Pundit Podcast Network, a multi-show lineup created for sports executives, by sports executives.