The age of new media has changed soccer and soccer fans. In the past, clubs primarily focused on promoting the value of their brands through merchandise and the image of top players, while fans were mainly spectators. Digital transformations have allowed clubs to encourage fans’ participation and engagement in new ways. In Italy, the Chinese-owned Inter Milan has become a leader in digital innovation launching Inter Media House, a project that creates and shares content across various platforms, allowing fans to experience the brand in the first person.

中文翻译：

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“不适合所有人”：数字时代意大利足球的转型

新媒体时代改变了足球和足球迷。过去，俱乐部主要通过商品和顶级球员的形象来提升品牌价值，而球迷则主要是观众。数字化转型使俱乐部能够以新的方式鼓励球迷的参与。在意大利，中资国际米兰已成为数字创新的领导者，推出了国际米兰媒体之家，该项目在多个平台上创建和共享内容，让球迷能够以第一人称体验品牌。