Inter Chief Marketing Officer Marco Danovaro: “We Want To Make Inter More Than A Football Club”

Inter Chief Marketing Officer Marco Danovaro: “We Want To Make Inter More Than A Football Club”
January 5, 2022 22:30
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Inter Chief Marking Officer Marco Danovaro hopes that the Nerazzurri can have an identity which goes beyond football.

Speaking to the FootballCo Business Podcast, as reported by FCInterNews, the executive emphasized the importance of reaching fans in a way that has a greater dimension than just the team on the pitch.

Football clubs are more than ever brands with many complex symbols and roles in fans’ lives, with engagement through traditional and social media more of a presence than ever.

The Nerazzurri are one of the most historic major clubs in European football, and virtually all football fans will recognize the club on at last some level.

However, for Danovaro this is not enough, and he wants to take the club to the next level by instilling a particular identity in the club, in the team, and in its fans through more modern marketing.

“When I arrived at Inter they asked me to do something different from traditional marketing,” he stated. “We started down a path as a brand to grow and project ourselves into the future.”

“The goal was to make this club something more than a football club,” he explained. “Inter for us must win on the pitch but also must be recognizable even in terms of lifestyle, digital identity, and so on.”

“We strongly believe in the idea of ​​being an entertainment company,” he elaborated. “From this we started and have grown over the last few years.”

Danovaro continued that “Digital marketing is a way to engage with our fans and with people who are interested in the world of football and also in what we do. It is the next step for all companies that want to entertain consumers.”

“We interact with our supporters through press releases published at six am.” he went on. “A new way of communicating that allowed a different type of interaction with the fans, who were curious to know the new players in the team and therefore connected very early on with our channels.”

On designing the club’s new crest and visual identity, he stated that “It was a great honour, but also a very tough challenge for me and my team to redesign the logo.”

“It represents millions of fans and at the same time it holds emotional meaning for them,” he continued. “We carefully chose our partner and already at the first meeting we found the right mix between those of us who represent the traditions, and the Leftloft design company which represents the future.”

“The new logo is based on iconic imagery,” he added in terms of colours and shapes. It is meant to be minimalistic.”

“We decided to keep only two letters,” he continued, “I for Internazionale, our name and our way of thinking, and M of Milan, our city.”

“We have chosen to keep our traditional colours but to slightly change the blue to a more ‘digital’ one,” Danovaro added.


By Toni Weeler

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