SteccoNapoli: the champions of Italy and their very own popsicle De Laurentiis and his unorthodox merchandising ideas

As per their usual, Napoli have surprised the football world with a unique, exotic initiative that will see SteccoNapoli represent the club in a popsicle version all over supermarkets in the Campania region. White and blue like the team’s beloved colors, with a stick displaying the names, jersey numbers, and autographs of different Napoli players. Napoli have been pushing for player-specific merchandise for some time now. In May, for example, the club released jerseys containing photos specific to each player as part of the Scudetto celebratory set, while in February, De Laurentiis tried to get a similar idea approved by Lega Serie A for official game use. The idea, however, was rejected.

With every popsicle stick displaying a different name, Napoli are trying to sell this initiative as a sort of treasure hunt, challenging fans with the words “Will you be able to collect them all?”. What this does is add a dimension of engagement and involvement, as the consumers are actively participating in something instead of merely buying the popsicles. Additionally, promoting the collection of an item increases its value, makes it sought after, and helps tremendously with its popularity.

This is perfect for a team like Napoli in a city like Naples, where the people and fans are famous for their passion, and they will go to great lengths to get their hands on special items like this one. Finally, thanks to the rich local gastronomic culture and the heat that hits the city during the summer months, SteccoNapoli really seems to be a flawless initiative. Like the boom of Osimhen-inspired cakes, brioches, and ice cream that we have seen on platforms such as Instagram and TikTok over the past few months, the SteccoNapoli will add a new flavor to an already unforgettable season.