Footballco launches women’s football brand INDIVISA in Italy

With interest in women’s football in Italy growing and ahead of the UEFA Women's Euro 2025, Footballco has announced the launch of an Italian edition of INDIVISA , the women’s football media brand focused on women’s football and lifestyle content.

INDIVISA will join Footballco’s portfolio of Italian football media brands, which include GOAL, Calciomercato, Ilbianconero.com, and social video brand 1vs1, which combined reach more than 14 million fans a month across Italy.

The Italian INDIVISA is a social-first brand operating under the Instagram handle “Iindivi.italy” and “indivisa_italia” on TikTok. This is supported by deeper editorial content in an INDIVISA section of GOAL and support from Calciomercato.

INDIVISA was created by Footballco’s head of INDIVISA, Morgan Brennan. Brennan is an amateur player and manager of a grassroots team in the UK who has developed other editions in the US and Middle East. Brennan will work alongside Footballco’s team in Italy.

Brennan said, “We have high expectations for INDIVISA in Italy and look forward to growing the brand by working with the biggest clubs in the country and the Federation to tell the stories of their incredible players.

“We’re looking forward to bringing the growing grassroots community in Italy closer to the role models of Serie A Femminile as we’ve seen how that connection has been instrumental in the game's growth elsewhere.

“Off the pitch, we see value in working with creators in the lifestyle space to make football cool and exciting for the potential and newly converted fans across Italy.”

INDIVISA’s approach to women’s football includes a focus on grassroots and elite levels, growing the profile of players and merging football with broader women’s lifestyle and culture content.

Brennan said: “We believe that now is the right time to bring INDIVISA to Italy. While the women’s game is growing in the country, we recognise it's behind other major European leagues. However, with the proper approach and support from media like INDIVISA, support from clubs and the grassroots and this will change very soon.

“Through how we’ve grown INDIVISA’s other editions in the US, UK and the Middle East, as well as our understanding and experience of the Italian market, we know our approach will benefit players, brands, rights holders and most importantly, fans’.

Brands that have partnered with INDIVISA in other markets include adidas, Google Pixel, Venus and American cosmetics brand e.l.f.

Important to INDIVISA’s success is the support of women and the broader brand messaging of “More Women in Football”.

Brennan said: “Our research shows that fans are drawn to women’s football, not only by the action on the pitch but to support the success of women, with our recent research finding 35 per cent of Italian female fans feel this way.

An example of INDIVISA’s broader support of women in football was demonstrated on International Women’s Day earlier this year when it partnered with Juventus to create a co-branded version of its iconic More Women in Football tote bag.

Proceeds from the sales went to the Libellula Foundation, with whom Juventus have been collaborating since 2022. The Libellula Foundation is committed to promoting a culture against violence toward women and gender discrimination, working alongside companies with activities focused on deconstructing stereotypes, empowering women, developing an inclusive work environment, promoting Diversity, Equity & Inclusion, and maintaining close attention to language”.

Brennan said, “Our research of the Italian market shows that unlike France, Spain, Germany, and the UK, for fans of women’s football, female players only rank third in cultural influence, with female actors and musicians in the top two spots. In the other markets, they rank first.

“We know that interest in women’s football grows when fans are connected to players, more so than in the men’s game. INDIVISA will accelerate this through innovative content formats and working with both elite-level clubs and women’s clubs on the fringes of the game to grow the profile of players and, in turn, broader interest in Italian women’s football.