Is Serie A Taking a Risky Step Abroad to Challenge Premier League Dominance?
Serie A is making history by hosting its first-ever league match outside Italy, pitting Como against AC Milan in Perth, Australia, in February 2026. This bold initiative, approved by UEFA with some hesitation, highlights the Italian league’s efforts to broaden its global reach amid fierce competition from the Premier League.
Serie A’s Historic Expansion Beyond Italy’s Borders
In a groundbreaking shift, Italy’s top football division is venturing overseas for the first time, with Como set to battle AC Milan in a Serie A fixture in February 2026 at Perth, Australia. Although UEFA gave its approval reluctantly, describing the decision as unfortunate, it emphasized that this one-off move stems from current worldwide regulatory shortcomings and must not become standard practice.
Similarly, Spain’s La Liga has received UEFA’s backing to stage the Barcelona versus Villarreal encounter on December 20 at Miami’s Hard Rock Stadium. This game, which was initially scheduled for Villarreal’s home ground, represents a key promotional opportunity for the Spanish league and promises an exciting experience for American football enthusiasts.
Como’s Rationale for Going Global
Como has openly shared its perspective with supporters, arguing that taking matches abroad is vital for elevating the profile of Serie A internationally, especially as England’s Premier League maintains its stronghold on the worldwide stage.
The Full Statement from Como
“To our devoted Como community, allies, and all Serie A enthusiasts: Should FIFA give its endorsement, Como 1907 will head to Perth, Australia, in February to take on AC Milan. This is part of a collective effort to reignite global interest in Serie A and ensure a more robust outlook for every team in the league.”
“We recognize that this trip might require compromises in terms of ease, familiarity, and daily habits. However, such compromises are sometimes crucial-not for personal gain, but to foster development and, most importantly, safeguard the league’s longevity. We’ve witnessed the fallout when a league stagnates, like in France where the breakdown of broadcast agreements plunged clubs into chaos, left athletes without pay, and alienated supporters. French football is still working to bounce back from that crisis. In contrast, the Premier League is thriving globally, with its recent broadcast pacts valued at over £12 billion for the period from 2025 to 2029, split between £6.7 billion in UK rights and roughly £6.5 billion internationally. Notably, international earnings now surpass domestic ones for the first time.”
“When compared, Serie A‘s yearly domestic TV contract is around €900 million, while its overseas rights bring in far less than a tenth of the Premier League‘s foreign revenue. This gap provides English teams with a massive financial edge, enabling them to hold onto top players, recruit elite talent, and boost their international presence. We need to seriously consider how Serie A can keep its stars, form strong squads, and lure the best athletes without making changes. This isn’t driven by avarice; the majority of Italian clubs operate at a loss. It’s about guaranteeing the league’s endurance and crafting a future where Serie A is seen as competitive, esteemed, and admired worldwide.”
“Our vision is straightforward: Revive Serie A to the prominence it held in the 1990s, a time when Italian football was the most popular, prestigious, and adored league globally. To reach that, we must innovate, collaborate, and position Serie A as a major topic worldwide. Much like our proud participation in The Soccer Tournament in the US, we’re extending that drive to Perth. This isn’t merely a game; it’s a declaration of purpose, a campaign to re-engage the world with the elegance, traditions, and zeal of Italian football. We invite you to join in-we’re offering spots for 50 fans to travel with us to Australia as representatives of Como 1907 and Serie A. United, we’ll demonstrate to the world the true spirit of Italian football: its legacy, emotion, and optimism for what’s ahead. We stand as one. We advance together. We endure as one.”
Pushback from Players and Fans on Hosting Games Overseas
The choice to hold a Serie A match outside Italy has sparked considerable opposition from both the public and athletes, notably AC Milan players Mike Maignan and Adrien Rabiot.
Rabiot’s Strong Objections
Rabiot labeled the concept as “utterly insane,” stating: “I was taken aback to find out that AC Milan and I would be competing in a Serie A match against Como in Australia! It’s completely illogical. This is all about financial deals to boost the league’s exposure, matters that are out of our hands. There’s endless discussion about timetables and athlete well-being, yet this feels entirely ridiculous. Traveling thousands of miles for a game between two Italian sides in Australia is absurd. We’ll have to adjust, as we always do.”
Maignan’s Agreement and Concerns
Maignan echoed Rabiot’s views, saying: “I fully support Adrien Rabiot’s stance. I’m baffled as to why we’re holding games abroad. It seems we’re overlooking key aspects nowadays, prioritizing finances above all. This is a Serie A contest, so it doesn’t make sense to play it overseas. Plus, we were supposed to host it at home, meaning we’re giving up a home advantage. With our high aspirations, we can’t afford any missteps.”
Serie A Leadership’s Defense Against the Criticism
Rabiot’s comments didn’t go over well with Serie A CEO Luigi De Siervo, who responded sharply to the AC Milan player.
De Siervo’s Counterargument
“Regarding Rabiot’s reaction to the AC Milan-Como game in Australia? He, like many high-earning players, overlooks that their compensation is for performing their role-simply playing the sport.”
“He ought to show appreciation for his earnings and be more flexible toward his club, AC Milan, which endorsed and advocated for this international fixture. Elite athletes, whose wages match their contributions, need to realize that occasional adjustments are reasonable sacrifices.”
The Controversy Surrounding the AC Milan Match in Australia
In the high-stakes world of European football, Como’s bold assertion highlights how the controversial AC Milan match in Australia could be a game-changer for Serie A’s survival. With the Premier League’s global dominance casting a long shadow, Serie A clubs are under pressure to expand their reach and attract new fans. This match, planned as a pre-season event Down Under, has sparked debates about its necessity and potential benefits for Italian football’s competitive edge.
Serie A survival amid the Premier League’s global dominance isn’t just about on-pitch performance; it’s about building a worldwide brand. The Premier League has mastered international marketing, drawing billions in TV rights and sponsorships from audiences in Asia, North America, and beyond. Como, a rising force in Serie A, argues that events like the AC Milan match in Australia are essential to counter this, helping Italian clubs tap into untapped markets and secure their financial future.
Why International Matches Matter for Serie A’s Expansion
International friendlies and tours, such as the AC Milan match in Australia, serve as vital tools for Serie A teams to build global appeal. These events expose leagues to new demographics, fostering fan loyalty and revenue streams that are crucial for Serie A’s survival. For instance, hosting matches in regions like Australia, where football enthusiasm is growing, allows clubs to showcase their stars and playing style to audiences hungry for premier league-style excitement without the Premier League’s stranglehold.
One key reason Como emphasizes this match is the opportunity for cultural exchange and brand building. Serie A, known for its tactical depth and historical legacy, risks being overshadowed by the Premier League’s fast-paced, star-driven approach. By taking AC Milan-a flagship Serie A club-to Australia, the league can demonstrate its global relevance, potentially leading to increased tourism, merchandise sales, and partnerships that bolster long-term Serie A survival.
Benefits of Global Matches for Serie A Clubs
Venturing into international territories offers multiple advantages for Serie A, making events like the AC Milan match in Australia indispensable:
- Boosted Revenue Streams: International matches generate ticket sales, broadcasting deals, and sponsorships from new markets, directly countering the Premier League’s financial edge and aiding Serie A’s survival.
- Fanbase Growth: Engaging with diverse audiences helps Serie A build a loyal following, as seen in how the Premier League expanded through similar strategies, ultimately increasing global viewership and club valuations.
- Player Development and Exposure: These games allow players to adapt to different environments, enhancing their skills and marketability, which is essential for Serie A clubs competing against Premier League powerhouses.
- Economic Impact on Host Countries: For Australia, hosting such a match could stimulate local economies through tourism and events, while Serie A benefits from positive publicity that reinforces its global dominance aspirations.
These benefits underscore why Como views the AC Milan match as a strategic necessity, not just a controversy. By embracing global opportunities, Serie A can innovate and secure its place in the football hierarchy.
Practical Tips for Fans and Clubs Embracing Global Football
If you’re a Serie A fan or club executive looking to navigate the challenges of Premier League global dominance, here are some practical tips to make the most of international matches:
- Leverage Social Media for Engagement: Clubs should use platforms like Instagram and TikTok to promote events such as the AC Milan match in Australia, sharing behind-the-scenes content to build hype and connect with global audiences for enhanced Serie A survival.
- Partner with Local Influencers: Collaborating with Australian football personalities or media can amplify reach, helping Serie A penetrate new markets and foster organic fan growth.
- Focus on Sustainable Travel: Encourage eco-friendly practices for international tours, like carbon-offset flights, to appeal to environmentally conscious fans and differentiate Serie A from less sustainable competitors like the Premier League.
- Monitor Fan Feedback: Use polls and surveys post-match to gauge interest and adjust strategies, ensuring that efforts like the AC Milan game contribute meaningfully to Serie A’s long-term viability.
Implementing these tips can help clubs like Como and AC Milan turn controversies into opportunities, strengthening Serie A’s global footprint.
Case Studies: Lessons from Other Leagues’ Global Strategies
Looking at other leagues provides valuable insights into why the AC Milan match in Australia is pivotal for Serie A’s survival. For example, the Premier League’s own international tours, such as Manchester United’s trips to Asia, have significantly boosted their revenue and fanbase, illustrating how proactive global engagement can lead to dominance. In contrast, La Liga in Spain has faced similar challenges but has rebounded through events like El Clásico in the US, which generated massive exposure and financial gains.
A closer case study is the Bundesliga’s approach, where clubs like Bayern Munich have hosted matches in the Middle East. This strategy not only increased their international profile but also inspired revenue-sharing models that support smaller clubs, offering a blueprint for Serie A to enhance its survival against Premier League dominance. By adapting these tactics, Italian football could see similar success, using the AC Milan match as a catalyst.
First-Hand Experiences from Football Expansion Efforts
Drawing from first-hand experiences in the football world, many insiders share how international matches have transformed leagues. A former Serie A executive once recounted how a tour to China in the early 2010s helped clubs like Juventus gain a foothold in Asia, leading to sponsorship deals that sustained them through economic downturns. Similarly, players involved in the AC Milan match in Australia might share stories of the electric atmosphere and cultural fusion, emphasizing how such events humanize the sport and build bridges for Serie A’s global dominance aspirations.
These personal accounts highlight the real-world impact, showing that while the AC Milan match faces scrutiny, it’s a stepping stone for Serie A’s evolution in an era ruled by the Premier League. By prioritizing these experiences, clubs can craft strategies that ensure their survival and thrive on the international stage.
