ABSTRACT
The complexity of the Italian football management derives from the fact that
the club has to be successful in three different marketsdpeople, companies,
and public institutionsdat the same time and in a synergetic way. This
complexity is differently managed according to three identified strategic
groupswithin the Italian football SerieAand it is particularly difficult to decide
one development strategy that is suitable for all the twenty clubs. The chapter
includes three case studies: the repositioning of Juventus F.C., the relationship
between football and the media, and the development of the stadia in Italy.
