On the eve of their debut, scheduled for Thursday 3 July at 18:00 CEST where they will take on Belgium at the Stade de Tourbillon in Sion, the Women’s National team asserts its unique identity through a new publicity campaign with their message “we are the Azzurre.” A powerful declaration of their identity and their pride, designed to foster a stronger sense of belonging and connection with fans. The FIGC is bringing the campaign to life across the team’s media outlets and social platforms with a new emotional advert, mirroring a similar campaign launched for the men’s team last March. The Federation aims to strengthen the national team’s brand and amplify the Azzurre’s appeal by expanding their fanbase and increasing their involvement and interaction. 

“We are the Azzurre” is more than just a simple slogan, it’s a declaration that the FIGC has chosen to invest in a group of athletes, a team, and at the same time, the evolution of women’s football across Italy. With their increasingly impressive performances and consistent results, head coach Andrea Soncin’s players have demonstrated that they are ready and able to make a lasting impact on international football, both on and off the pitch. Their impact beyond the pitch is especially significant given the values the team embodies.  “They don’t just play to win. They play to change the looks, the conventions, the rules,” and “They’re more than athletes, they’re symbols.” These lines from the campaign directly reflect the team’s purpose. 

It is, of course, about football, but it is also about female empowerment, civil rights, and social awareness. That is what has transformed this team into a true family in a short space of time; their values extend far beyond the pitch. To highlight these principles, the FIGC have called upon the unmistakable voice of Luca Ward in collaboration with Radio Italia to produce this campaign. Released on the eve of the Azzurre’s EURO 2025 debut, it strives to depict the unique and powerful identity of the Azzurre, along with their most ambitious goal: to pave the way for the entire women’s game and serve as positive role models for a younger generation.