Friuli Venezia Giulia Cup

Sports – Tourism

Graphic concept and corporate identity, event organization and planning, ceremony coordination, design and set-up, OOH communication, press campaign, radio and TV commercials, social media, advertising, video content, landing pages, newsletters, merchandise, LED walls, large screens and stadium dressing

On Saturday 8 August 2026, the Bluenergy Stadium in Udine hosted the first edition of the Friuli Venezia Giulia Cup, the triangular match between Udinese Calcio, FC Barcelona and Nottingham Forest.

Three European clubs, three 45-minute matches, and over 23,000 spectators for an evening dedicated to football and the promotion of Friuli Venezia Giulia, broadcast live on Sky Sport and on international channels in Spain and the United Kingdom.

Promoting Friuli Venezia Giulia through a major sporting event was the project’s primary goal. To achieve this, Emporio ADV coordinated the work of PromoTurismoFVG, Udinese Calcio, and the various teams involved, who were called upon to work in concert to create an event that would thrive both inside and outside the stadium.

The agency oversaw the organization and planning of the event, developing an integrated communications project across physical, digital, and media touchpoints.

The work began with the creation of the graphic concept for the Friuli Venezia Giulia Cup, which served as the foundation for the event’s entire identity. The graphic design was then applied to out-of-home communication, including promotional trucks, aerial advertising, and other tools throughout the region, as well as to the print campaign and radio and TV commercials.

The digital promotion included the landing page, newsletters, and social media channels, with organic posts and video content showcasing the tournament and its participating teams.

The project also encompassed the operational aspects of the event. Emporio ADV contributed to the coordination of the ceremony as a consulting partner, assessing the technical feasibility of the various activities and identifying the solutions best suited to the timing and characteristics of the stadium.

Among the key tasks were the design of the midfield stage and the definition of the technical procedures needed to assemble it within the extremely tight timeframe stipulated by the schedule. This task required coordination between design, setup, and operational management, while adhering to the evening’s program and the needs of the pitch.

The Friuli Venezia Giulia Cup’s identity also took shape inside the Bluenergy Stadium, with pitchside LED walls, giant screens, flags, and stadium dressing. Completing the project were official t-shirts created as event merchandise.

From the launch campaign to the on-field ceremony, every activity contributed to building a coordinated and recognizable experience, capable of telling the story of Friuli Venezia Giulia before, during, and after the matches.