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Case Study

Venezia FC Didn’t Rebrand to Impress. They Did It to Survive.

Venezia FC Didn’t Rebrand to Impress. They Did It to Survive.

Venezia FC Didn’t Rebrand to Impress. They Did It to Survive.

11 May 2025

Prelude

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Quick Summary

Key Brand Facts

  • Founded: 1907

  • HQ: Venice, Italy

  • Owners: Duncan Niederauer (former NYSE CEO)

  • Industry: Football / Fashion / Cultural Branding

  • Signature Product: Home and Away kits + editorial photography

  • 2022 Revenue Estimate: N/A (Privately held)

  • Website: veneziafc.it

  • Instagram: @veneziafc

Key Brand Metrics

  • Merchandise Revenue Growth: From €730,000 to €4 million annually.

  • International Sales: 95% of merchandise sold outside Italy.

  • E-commerce Performance: 10% increase in website traffic and orders post-Shopify integration.

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CHAPTER 01: TALK WITH CLARITY

Brand & Reputation Management

Say what matters. Build trust. Be remembered.

  • The Issue: A club with inconsistent football performance but massive untapped potential.

  • The Shift: Refusing to compete on football alone—they rebranded through fashion, design, and cultural minimalism.

  • The Impact: Global fashion media coverage, streetwear collaborations, millions of organic impressions—and a loyal following beyond football. //

  • Challenge: Limited international recognition and financial instability.

  • Strategy: Leveraging Venice’s rich cultural heritage through strategic branding and fashion collaborations.

  • Outcome: Significant increase in merchandise revenue and global fan engagement.

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KEY TAKEAWAYS

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CHAPTER 02: BUILD FROM WITHIN

Company Culture & Internal Communication

Strengthen your team. Shape your culture.

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CHAPTER 03: DESIGN THE EXPERIENCE

Customer Experience

Make your brand felt, not just seen.

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CHAPTER 04: THINK BEYOND NOW

Strategy & Innovation

Make smart, original decisions for what comes next.

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CHAPTER 05: GROW ON PURPOSE

Talent Development & Personal Growth

Develop the people behind the work — yourself included.

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CHAPTER 06: WORK SMARTER, NOT LOUDER

Workflow & Performance Optimisation

Fix what’s broken. Optimise what works. Focus on what matters.

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CHAPTER 07: SUSTAINABILITY & WASTE REDUCTION

WASTELAND

Cut the noise. Cut the waste. Focus on what matters.

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CHAPTER 08: COMPETITIVE LANDSCAPE

Positioning & Category Strategy

The market is loud. They played a different tune.

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CHAPTER 09: KEY TAKEAWAYS & LESSONS

Strategic Summary & Reflection

What founders, creatives, and strategists should remember.

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SOURCES

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