Serie A and Bazr Launch Groundbreaking Live Social Commerce Partnership

Lega Serie A has announced a new strategic partnership with Bazr, Italy’s first independent live social commerce platform. This collaboration represents a bold step forward in digital fan engagement, combining football, live entertainment, and interactive e-commerce into a single immersive platform.

Available on both the Apple Store and Google Play, the Bazr app enables fans to acquire match-used goal balls from 100 selected fixtures across Serie A, Coppa Italia Frecciarossa, and the EA SPORTS FC Supercup. Each ball represents a unique piece of football history, directly tied to the moment the goal was scored.

Goal Balls Turned into Collectible Experiences

The initiative builds on previous success from goal-ball auctions, including the high-profile sale of Scott McTominay’s goal ball from Napoli vs. Cagliari, which achieved a record auction price for the league. Now, through Bazr’s platform, fans can participate in a more interactive and accessible experience.

“The enthusiasm shown by fans for owning authentic memorabilia from our competitions proves how valuable these moments are,” said Luigi De Siervo, CEO of Lega Serie A. “Bazr offers the ideal digital environment to continue this project and bring us even closer to younger audiences through live interaction and modern commerce.”

Real-Time Commerce Meets Real-Time Sports Emotion

With Bazr, every match transforms into a digital storefront powered by creators, live content, and fan interaction. This fusion of entertainment and commerce offers supporters a way to not just watch football but own part of it.

“Our partnership with Lega Serie A is based on a shared vision—turning every moment on the pitch into an experience worth collecting and sharing,” said Simone Giacomini, Bazr founder. “We’re proud to see Italian innovation leading the way in sports entertainment.”

Bazr’s Meteoric Rise and Digital Footprint

Launched in February 2025, Bazr has already surpassed 500,000 downloads in its first few months and reached a valuation of €100 million. Its rapid growth highlights the commercial viability of live social commerce in the sports sector, where fans crave deeper interaction with their favorite moments and teams.

Through this partnership, Serie A becomes the first major European football league to fully embrace the model of live social commerce. The project aligns with the evolving digital habits of sports fans and reflects broader shifts toward the creator economy and interactive sports media.

Socios.com remains an essential partner in the initiative, continuing its role in authenticating and digitally tracking each goal ball to ensure transparency and trust for fans and collectors.

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