The competition will scour the UAE, Saudi Arabia, Morocco and Egypt for young footballing talent, following aspiring pros through trials and eliminations, until one player wins their “Italian Dream”.
StarzPlay, PureHealth, the healthcare platform in the Middle East, and Image Nation Abu Dhabi have collaborated with Lega Serie A to introduce an original show titled The Italian Dream. This strategic partnership aims to bolster the sports culture in the UAE, aligning with PureHealth’s vision to promote longevity through healthier, active lifestyles and support for sporting activities.
The Italian Dream is a reality TV show offering young football talents in the MENA region a once-in-a-lifetime opportunity to showcase their skills and fulfil their dreams. Over six episodes, filmed in Abu Dhabi and involving Saudi Arabia, Morocco, and Egypt, aspiring football stars will train alongside world-class players and have the chance to play in one of the world’s premier football leagues.
The show’s launch event in Abu Dhabi was attended by senior officials and representatives from StarzPlay, PureHealth, Lega Serie A, and Image Nation Abu Dhabi which includes Mohamed Khalifa Al Mubarak, Chairman of the Department of Culture and Tourism – Abu Dhabi; Masood M. Sharif Mahmood, CEO of Etisalat – UAE; Farhan Malik, Group CEO of PureHealth; Shaista Asif, Co-Founder and Chief Operating Officer of PureHealth; Maaz Sheikh, CEO of StarzPlay; Lorenzo Fanara, Ambassador of the Republic of Italy to the UAE; Luigi De Siervo, CEO of Lega Serie A; Francesco Totti, the renowned former AS Roma football player and Lega Serie A ambassador.
Football legends from Lega Serie A will serve as mentors and guides for the competitors. The Italian Dream not only spotlights participants’ football abilities but also delves into their families, aspirations, and the importance of a healthy lifestyle, symbolised by Lega Serie A.
Speaking about the show, Maaz Sheikh, CEO of StarzPlay, said: “The launch of The Italian Dream is a testament to StarzPlay’s commitment to diversify its content range to meet its audience’s preferences, and its continued drive to produce the highest standard of Arabic content and showcase local talent. By examining audience viewing patterns and viewership data, we recognised that sports play a crucial role in attracting viewers across the Middle East and North Africa, with football standing out as the sport of choice in a nation driven by the vision of its leaders towards healthy and happy living. It was from this analysis that the concept for The Italian Dream was born.”
Shaista Asif, Group Chief Operating Officer of PureHealth, commented: “We are proud to support The Italian Dream TV show – a strategic collaboration that propels young football talent in the MENA region towards unprecedented opportunities. By empowering these aspiring athletes, we are not only shaping their futures but also fuelling the region’s sporting excellence.”
She added: “Our participation in The Italian Dream reflects our deep commitment to empowering communities and ensuring their health, happiness, and overall well-being. By providing a platform for aspiring football talent in the MENA region, we contribute to the UAE’s efforts to nurture youth potential and foster a vibrant sports culture. At PureHealth, our vision extends beyond healthcare, as we believe in empowering individuals to lead longer, healthier, and more fulfilling lives. Through this strategic collaboration, we are supporting a journey where health, sports, and community empowerment converge to create a brighter future for generations to come.”
Luigi De Siervo, CEO of Lega Serie A, stated: “The Italian Dream exemplifies Lega Serie A’s commitment to investing in grassroots talent in the MENA region by providing opportunities for local emerging players to grow, learn, and showcase their abilities on one of the world’s most renowned and storied football leagues – Lega Serie A. This project cements Lega Serie A’s partnership with StarzPlay, introducing a new dimension to the collaboration with an engaging content platform combining sports and entertainment for regional audiences.”
Ben Ross, Acting CEO of Image Nation, noted: “Image Nation constantly looks for diverse new projects that uncover inspirational stories from the UAE and the region. We are excited to embark on this unique show which will not only give a once-in-a-lifetime opportunity to talented young footballers but will provide audiences with the chance to experience the emotional personal journeys of the lucky participants.”
StarzPlay is the home of Italian football in the MENA region with the rights to stream every match from the Lega Serie A live and exclusively.
