Macron's strategy to become the best brand in Europe It has been the leading sports brand in Italy for years and there must be a reason for this

If there is one brand that has climbed position after position in recent years, until it quietly and unexpectedly arrives in the European top three, that brand is certainly Macron. The figures speak for themselves: according to the "Club licensing benchmarking report" financial year 2019, published by UEFA at the beginning of 2020, Macron is the third most important brand, just behind the giants Nike and adidas, with a market share of 10%. A surprising result for a brand that in recent years has had the merit of breaking the hegemony of adidas and becoming the official supplier of referee uniforms for all UEFA competitions, an action that will not have a huge economic return but will certainly have an image. Despite the pandemic, Macron has opened a new, sustainable 55,000 square metre headquarters near Bologna, the full expression of its new 'green' philosophy 'Macron 4 The Planet'. Over the years, the brand has followed a very different strategy to its current competitors, focusing more on smaller clubs, avoiding sponsorship of individual athletes and diversifying its investments in various sports in addition to football.

A plan of action that may or may not be convincing, but Macron is one of the Italian excellences in sportswear and this year confirms once again that it is the tech brand with the largest number of clubs in the top Italian league. A new rise that bodes well, hoping that the textures and designs we've seen so far are just an appetizer for something much bigger.