Serie A’s Ambitious International Initiative: A Match in Australia Falls Through

In a significant move, Serie A aimed to promote competitive domestic football on an international stage by organizing a league match between AC Milan and Como in Australia. Scheduled for February 2026 at the newly constructed Optus Stadium in Perth, the initiative sought to leverage AC Milan’s global appeal and the burgeoning interest in Italian football within the Asia-Pacific region.

This decision arose from the unavailability of San Siro during the Winter Olympics, which Milan is co-hosting in February, prompting the clubs to seek alternative venues. There was initial enthusiasm from Lega Serie A and the participating clubs. AC Milan president Paolo Scaroni remarked in an interview, “One of our objectives was to travel to Australia to further promote Italian football, not merely to pursue a financial arrangement. I remain hopeful about this initiative, yet the numerous authorizations required are worrisome. Should it fail, it would signify a lost opportunity for Serie A, as our aim is to enhance the league’s global attractiveness.

Serie A generates approximately €200 million annually from international television rights, contrasting sharply with the Premier League’s €2.2 billion and La Liga’s €700-€800 million—partly due to the presence of superstars like Messi and Cristiano Ronaldo in recent years. Bridging this gap with the Premier League is essential, necessitating various improvements, including the construction of new stadiums. Attractive, well-filled stadiums are crucial for achieving a substantial television impact. I am convinced that following San Siro, many new stadium projects will emerge in Italy.”

The decision to host a domestic match overseas faced considerable backlash, including criticism from Milan goalkeeper Mike Maignan and midfielder Adrien Rabiot. Nevertheless, Lega Serie A CEO Luigi De Siervo maintained his stance amid public dissent, asserting that the initiative embodied courage and a long-term vision rather than opportunism.

He noted, “If you ask an athlete whether they wish to travel 20 hours for a league match, their response will likely be negative. Similarly, a coach focused on the Scudetto or Champions League qualification would also object. However, this situation raises the question: do we want immediate gains or long-term benefits? Anyone seeking to develop a sports property must plan five to ten years ahead. To transform into an international league, we must embrace the courage to make unpopular decisions.”

De Siervo’s remarks underscore Serie A’s broader strategy to expand its global presence, particularly in Asia-Pacific markets, where there is increasing fan interest in European football.

Initially, Serie A accepted several terms and conditions laid out by the Asian Football Confederation (AFC) and the Australian FA, agreeing to suspend their own regulations to allow Australian referees to officiate the match. The AFC requested that the game not be promoted as a domestic Italian fixture and that there be no perimeter advertising related to the competition.

However, the league recently made a significant reversal, with Serie A President Ezio Simonelli announcing the cancellation of the match in Australia. Simonelli stated, “We had already acquiesced to some terms that were unacceptable from a sporting perspective, particularly regarding officiating. To bring the Italian championship abroad for the first time, we reluctantly accepted these conditions. However, due to further unacceptable demands from the AFC towards the Australian Federation and the Government of Western Australia, it has become impossible to proceed with the match.

While we regret the outcome of this project, we firmly believe that this conclusion signifies a lost opportunity for the international growth of Italian football, depriving many Serie A fans abroad of the chance to watch their favorite teams live.”

As for AC Milan, they have had a promising start to their 2025-26 season and currently trail league leaders and rivals Inter by just one point ahead of the Christmas break. They are set to return to action in Serie A this Sunday against Verona at home.