Peroni Nastro Azzurro, the premium Italian beer, starts a new online project called The Beautiful Game. As part of its sponsorship of the Italian football team, Peroni launches today an online community for Italians and all enthusiasts of Italian style – both on and off the pitch.
Online exclusively for the five weeks of the World Cup, Ilbelgioco.com features interviews, blog entries, podcasts and images from the brand’s global ambassadors: 2006 football champion, Fabio Grosso; Michelin star chef, Giorgio Locatelli; celebrity fashion designer, Antonio Berardi and Italian design heir, Matteo Alessi.
Other guest contributors include: fashion icon, Elio Fiorucci; Puma Italia’s managing director, Andrea Rogg; published author of Calcio: History of Italian Football, John Foot; founder of food emporium Eataly, Oscar Farinetti; Paris based curators, Luca Marchetti and Emanuele Quinz; CEO and Chief Creative Officer of Philips Design, Stefano Marzano; Australian photographer Julie Adams, who captured The Beauty of Italian Women, to name but a few.
Each week, conversations with online visitors will also be triggered by an iconic quote taken from one of the several books on Italy and Italians written by Beppe Severgnini – the journalist, author, blogger and passionate football fan. Severgnini, who’s also behind the hugely popular Italians blog, will write an exclusive piece from Cape Town in celebration of the Azzurri team and things Italian.
Visitors are encouraged to interact with these influential Italians to communicate and celebrate their passion for football, food, design and fashion. They are also encouraged to upload images, films, words and sounds that depict their visions.
“With football lying at the heart of Italian life and culture it is a natural progression for Peroni Nastro Azzurro to partner with team Azzurri, a true icon of the game and Italy,” said Andrew Walker, Peroni Nastro Azzurro global brand director. “With Il Bel Gioco we want to create a community of consumers who are passionate about all things Italian.”