‘DOP and IGP. Champions of quality!’ the advert by MASAF and FIGC presented at Casa Azzurri Euro2024: “The Italian National Football Team is an amazing means for promoting excellences”

Casa Azzurri in Iserlohn for Euro2024 with, on stage, the President of the FIGC Gabriele Gravina, the Minister for Sport and Youth Andrea Abodi, and the Minister for Agriculture and Food Sovereignty and Forestry Francesco Lollobrigida: the ad aired on the Italian national RAI TV channels.

‘DOP and IGP. Champions of quality!’ the advert by MASAF (Italian Ministry of Agriculture, Food Sovereignty and Forestry) and FIGC (Italian Football Federation) presented at ‘Casa Azzurri’:

From 15 June, the date of the Italy-Albania match that marks the début of the Italian team in the European Championships in Germany, Italian national RAI TV channels have aired ‘DOP and IGP. Champions of quality!’, the ad by MASAF and FIGC promoting DOP and IGP products that stars the Italian footballers and their coach, Luciano Spalletti.

Filmed at Coverciano during their retreat in preparation for the European championships, this ad aims to emphasise the inextricable link that all Italians have with the quality products from their home region, the link embodied in DOP and IGP products and that underlies their characteristic concepts of region, protection, production techniques, controls and traceability. As well as Coach Luciano Spalletti, the video stars the footballers Gianluigi Donnarumma, Matteo Darmian, Lorenzo Pellegrini, Riccardo Orsolini, and Mattia Zaccagni.

The ad was presented on stage at Casa Azzurri, the area set up in Iserlohn for the team’s fans and partners, home to so many Italian excellences. Also present were FIGC President, Gabriele Gravina, the Minister for Sport and Youth Andrea Abodi and the Minister for Agriculture, Food Sovereignty and Forestry Francesco Lollobrigida.

“We thank Minister Abodi and Minister Lollobrigida for having chosen to be here on this important eve with the Italian team,” said Gravina. “Our national football team is much more than just a team: it is a real community, a travelling community as shown by the choice to play all over Italy in our matches. This ad, and for this we must thank Minister Francesco Lollobrigida, shows football from its most unusual aspects. This collaboration with the Ministry of Agriculture is a wonderful combo: when our country manages to travel together, on an innovative journey that adds value to its excellences, we are unbeatable. We mustn’t just think about maximising our sports results, but also consider the effect linked to wellbeing and a correct lifestyle. Our National Team, our champions, with their willingness, send out a great message to our entire country, which in this way highlights its planning abilities. Together we can send out positive messages and signal a projection into the future towards wellbeing: planning that must be steered into other sectors, too.”

“My thanks go to the FIGC, together with my compliments for ‘Casa Azzurri,” continued Abodi. “And thanks also to Francesco Lollobrigida because he renews a sense of collaboration each and every time. Two concepts must be reiterated: the first is that only team work wins and the second is that diet-sport is a winning duo and must be trained. The National team is our emblem, it is an attention catalyser, more than just a team, and it is right to exploit the team shirt in a good sense as a tool for communication and promotion of correct lifestyles. Not by chance is it the third in chronological order after using volleyball and rugby: we support our national teams precisely because we need our champions. We need to work together to stand out in the field.”

“Thank you to all those who have worked to make this place of aggregation that is ‘Casa Azzurri’,” Mr Lollobrigida highlighted. Thanks also to all the players in the ad who have fun under the guidance of our football coach borrowed from farming, Spalletti. The choice of promoting our products through sport arose from this consideration: Hippocrates sustained that movement and diet were a means to a longer life. This is not the only occasion we have taken part in sporting events: we have done it with rugby and volleyball and we will continue to use this model. We must establish that Italian national sports unite us: when we leave our country, we no longer belong to any political party or particular team and we think purely in terms of being Italian. This makes us stronger, more competitive and increases our pride in being Italian. Yesterday Spalletti said something wonderful: there are 60 million Italians waiting to join our team, making us feel the weight of the team jersey. But there are many more Italians than this, the ones who live outside our country and perhaps love it more than the ones who live inside our borders, with an underlying feeling of homesickness.”

Minister Lollobrigida then awarded several Italian restaurateurs in Germany a plaque in recognition of the quality of their commitment to promoting the huge legacy that is Italian cuisine in contrast with the so-called “Italian sounding”, which leads to the use of words and images that do not correspond to Italian food products. The plaque is produced by students at the State Mint and Polygraphic Institute School of Medal Art and represents the art, history, culture, quality, and tradition of Italian cuisine.

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