How Macron became the first sports brand in Italy What's behind the rise of a brand that is conquering the football market

Among the brands that are making their way into one of the most competitive worlds of sport business there is an Italian excellence. Macron, for the fifth year in a row, is confirmed as the technical sponsor with the largest number of clubs in the Italian football league thanks to agreements with Bologna, Lazio, Udinese, Verona and Sampdoria. The Emilian company has experienced exponential growth over the last 10 years, with projects and ideas that have in fact changed the reputation and consideration of the brand. A growth that goes beyond national borders: Deportivo La Coruña, Club Brugge, Stoke City, Millwall, Real Sociedad, Stella Rossa are just some of the 21 teams that will wear Macron at European level, as well as national teams such as Belarus, Andorra, San Marino and Albania. They are not top-tier clubs and federations, but the strong bond with the local community is enough for Macron to build something interesting.

Macron's strategies are not so far from those of the big brands of the outdoor fashion industry. Salewa, Arc'teryx and Patagonia are three brands that have never walked the path of the mainstream - the one that takes the performance product out of the sporting context - showing the world an integrity that other companies do not have or that they have strategically put aside. A relative weakness has turned into a strength. A path that Macron knows well, who consciously renounces a more fashion approach to get a grip on clubs and provide them with the best possible performance product.

An action plan that can convince or not, that can be shared or not in a world that tends to bring together parallel universes and make distant worlds communicate, but the numbers remain, the great results of Italian excellence remain and above all, it remains the winning strategy of one of the rising brands.