Parma, 19 December 2024 - The world of football and also its methods of communication are changing and, today, even rivalries between teams are being transformed into opportunities for collaboration and jokes, with the aim of creating valuable content.

This is what emerged during the end-of-year event organised by TikTok Italia, #2024suTikTok in Milan, which presented 5 neologisms born or spread on the platform that have been included in the Treccani.

Among them, ‘demure’ was associated with the world of football, and Parma Calcio, which has long made TikTok one of its main communication platforms (over 1.3 million followers), was singled out as an example to tell the meaning of the word to the public.

Lorenzo Galletti, Digital Marketing Director of Parma Calcio, spoke during the event about the origination and evolution of the Club's presence on TikTok. The concept of ‘demure’ (i.e. a sober and light-hearted behaviour, characterised by irony but always in a respectful manner) was explored in the football context, traditionally characterised by very heated and competitive tones.

It was emphasised how TikTok has contributed to a change in the way the club communicates, moving from a sporting rivalry to a true digital alliance with other football clubs.

Is being ‘demure’ possible in football? Certainly, on TikTok, rivalries on the field are transformed into collaborations and ironic interactions. With Parma, we have managed to create a climate where rival teams on the field have turned into allies, always maintaining a friendly and respectful tone,' said Lorenzo Galletti, taking as an example the comments received on the platform from some young fans of rival teams, who said they considered Parma as their “second favourite team” precisely because of our way of communicating.

Another central theme of the speech was the impact of TikTok on football storytelling. Thanks to the platform, Parma Calcio has built a strong online presence, becoming one of the clubs with the largest following, with numbers that have helped in the development of the editorial and content strategy on this platform. The Club's Digital Marketing Director added that, in the wake of the success of the Club's main profile on TikTok, dedicated Parma Women and Parma Esports profiles have also been opened in the last year. This choice reinforces the strategy of differentiating content according to platform and topic: ‘TikTok has allowed us to approach a new audience, including an international fanbase. Now we can tell the story of Parma in a more creative way and less focused only on match results. It is a great opportunity for football clubs to diversify their content and reach even those who are not traditional fans.'

In conclusion, Lorenzo Galletti reiterated the importance of TikTok in Parma's digital strategy, considering it a fundamental tool to achieve new important goals: ‘Our goal is to be able to entertain and communicate with all Parma Calcio fans in Italy and around the world every day, offering everyone the opportunity to find the most suitable content based on the platform and their interests.’