Serafini

Lorenzo Serafini

Head of Digital Communications

Atlético de Madrid

June 24, 2026 16:10 - 16:40

Brand Strategy

From Club to Brand: Building a global community in modern football

A club with 120 years of history that speaks every day to 100 million people around the world. Lorenzo Serafini, Head of Digital Communications at Atlético de Madrid, explains how this connection is built: not only through the right content, but through a clear vision of what it means to belong to something bigger than a football club.

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Speeches by Lorenzo Serafini

2026

From Club to Brand: Building a global community in modern football