DUBAI — Two-year-old UAE-based marketing and communications agency Tales & Heads has been appointed by Lega Serie A, Italy’s premier professional football league, for its Middle East communications brief, after a competitive pitch.

The partnership – which coincides with the opening of Serie A’s first office in the Middle East and North Africa (MENA) region in Abu Dhabi – is set to bolster the league's presence in the region, foster closer relationships with fans, and create new opportunities for collaboration with local and regional partners.

Tales & Heads, which specialises in strategic consultancy and creative storytelling, will be responsible for managing corporate communications for Lega Serie A Middle East, in addition to consumer, CSR and stakeholder communication campaigns. The agency will work with the brand’s global teams to ensure communications efforts are aligned with the league’s strategy and business objectives.

Abu Dhabi Media and Starzplay hold the exclusive streaming rights for Serie A matches in the MENA region, covering more than 20 countries including the UAE, Saudi Arabia, Egypt, and Morocco. 

Lega Serie A’s MENA managing director Alfonso De Stefano said: “Partnering with Tales & Heads will to help us boost our communications and PR activities in the region. The Middle East is a crucial market for us, with a deep passion for football and a growing interest in the Italian game. As we open our MENA headquarters, this partnership will enable us to strengthen our presence in the region and engage more effectively with fans and stakeholders.”

Tales & Heads co-founder Margaret Flanagan added: “Italian football has a unique appeal in the Middle East, and it’s a rare privilege to be able to work with one of the most prestigious leagues in the world. There is huge potential for Lega Serie A to connect on a deeper level with fans in the region, with a focus on Gen Z populations, both male and female. We look forward to working with the Serie A team to create impactful campaigns that are driven by insight; connecting with audiences across the region in ways that are culturally relevant, human and memorable.”

The agency was founded in 2021 by former Asda’a BCW chief strategy officer Flanagan and consumer and healthcare lead Lisa King and now has a team of 12.

Lega Serie A joins a client roster that includes automotive manufacturing group Stellantis and its brand portfolio (Alfa Romeo, Citroën, Dodge, Fiat, Jeep, Opel, Peugeot and Ram), Jumeirah Group, the retail festival calendar for Dubai Economy and Tourism, pharma company Viatris, luxury goods retailer Chalhoub Group, Euronews and NBC Universal.