Merchandising is a tricky area to break in Italy and is hugely different from somewhere like England. Anyone who has attended a live match in England will know the scene – thousands of fans kitted out in the team’s shirt. It is a cultural part of the match experience in the country. Italy is different, and the fans that attend games don’t have the same desire to demonstrate some sort of tribal allegiance by wearing the same colours as everyone else. Most attend in their own clothes – the only show of team colour being the presence of a scarf. Generally speaking, most of the fans that wear club shirts in the stadium will be children or overseas supporters who think the culture in Italy is the same as everywhere else.
Posted on: Sun, 04 Aug 2013 00:16:56 +0000
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