‘From the Stadium to Italy. On the pitch, Beauty’ The commitment of Lega B and the Ministry of Tourism continues in the promotion of Made in Italy and the cities of the BKT Series
The community’s commitment continues for the second half of the 2025/2026 season BKT series in promoting the cultural, entrepreneurial and naturalistic excellences of our country. Together with the Ministry of Tourismthrough the project “From the Stadium to Italy. On the pitch, Beauty”, the championship which represents 100% Italian passion is increasingly becoming the ideal ecosystem to talk about and spread local excellence through its events, transforming each match into an opportunity to highlight the identity and beauty of the cities of Italy.
The objective remains the same for which we have worked in recent months, to strengthen the synergy between football and tourismstarting from the aggregative strength of the most followed sport in Italy and in the world. The passion for the favorite team thus becomes not only an element of belonging, but also a tool for discovering and enhancing new tourist destinations, while promoting the cultural, historical and landscape richness of the Italian territories.
“The promotion of territories through sport is essential to enhance our cultural, food and wine and naturalistic heritage – explains the Minister of Tourism Daniela Santanchè – ‘From the Stadium to Italy’ represents an important opportunity to connect fans to the beauty of our cities, especially the lesser-known ones, transforming each match into a journey of discovery. We are convinced that sport can be a powerful vehicle for tourist attraction, capable of attracting visitors and promoting the authenticity of Made in Italy”.
‘Football is a powerful tool for promoting tourism and a vehicle for territorial marketing – says the President of the Lega Serie B Paolo Bedin -. Sporting events, such as matches and team training camps, attract visitors and create opportunities for economic and cultural growth for the localities involved. This is not simply an opportunity, but rather a duty for sports institutions to work and make the most of what our sport is capable of generating. We thank the Ministry of Tourism for giving us the opportunity to build something together, joining our forces means giving even greater impact to the projects’
The project is divided into several integrated and complementary lines of action: from the production of exclusive video content to celebrate the cities of the BKT Series (subtitled in English), up to visibility activities in all stadiums, digital advertising actions and publications in the press.
“From the Stadium to Italy. On the pitch, Beauty” intends to multiply the value of the tourist positioning of the cities hosting the championship, using sport as a catalyst for new forms of attractiveness, thus promoting cultural, sporting and food and wine tourism, while enhancing the Made in Italy generating a positive economic impact on the territories, stimulating hospitality and local related activities.
