The Italian Rugby Federation and the Italian Trade Agency join forces during the Six Nations to promote Made in Italy

Italian national rugby teams will be ambassadors of Made in Italy to the world during the international Six Nations window, from February 3 until April 29, the last day of the TikTok Women’s Six Nations.

The partnership between the governing body of Italian rugby and the Agency for the Promotion Abroad and Internationalization of Italian Companies was formalized on Thursday 26 January by Federal President Marzio Innocenti and General Manager Roberto Luongo, at the occasion of the national launch of the Guinness Six Nations 2023 at the Sky studios in Milan Rogoredo.

Over the coming weeks, and throughout the duration of the three Tournaments, the Italian Rugby Federation and the Italian Trade Agency will work side by side to introduce the Italian brand to the world with content around the national brand campaign ” Italy is simply extraordinary, BeIT” on the occasion of the home matches of the men’s, women’s and under-20 teams (in Rome, Treviso and Parma) but above all to export the Italy brand to all the countries concerned by the Six Nations.

The reception areas inside the Stadio Olimpico, the Terzo Tempo Peroni Nastro Azzurro village in the Foro Italico park will become poles of enhancement of Made In Italy. In addition, during the trips to England and Scotland, the Italian Rugby Federation (FIR) and the Italian Trade Agency will organize networking meetings under the sign of Italian excellence.

Marzio Innocenti : Italy is an extraordinary country, with infinite resources and beauty. We are proud to have been chosen by the ICE agency to represent and promote Italian excellence beyond our borders. A mission that we deeply feel is ours and which goes hand in hand with the desire of federal governance to bring our rugby into its second century of life, in all its splendour. A path that we want to follow with the ICE Agency.

Roberto Luongo : The Six Nations tournament represents an extraordinary opportunity to promote Italy’s excellence abroad: there is a sharing between the values ​​that characterize a healthy and competitive sport like rugby and the spirit that inspires companies Italian companies that project themselves on foreign markets. In both areas, in fact, it is necessary to acquire certain characteristics such as a sense of teamwork, respect, discipline and courage.



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