by InTrieste
In a marketing misstep that quickly spiraled into a regional controversy, the Triestina football club inadvertently reignited an old rivalry with their geographic neighbors, Udinese, by erecting two billboards displaying their new team jersey right outside Udinese’s home, the Friuli Stadium.
The billboards, promoting Triestina’s latest kit, were prominently placed just steps away from the stadium, much to the surprise and irritation of the local community. While the two teams have not faced each other in an official match since 1991, the gesture struck a nerve in Udine, a city where football loyalty runs deep.
The situation was swiftly addressed by Udinese’s general director, Franco Collavino, who made it clear that the placement of the billboards was seen as a slight. “It was an unfortunate mistake, especially given how close it was to our home, which understandably upset everyone in the club and the city,” Collavino said.
In a move to defuse the situation, Triestina’s CEO, Mauro Stella, reached out to Udinese’s management, offering a formal apology for what was described as an “incautious act.” The apology was promptly accepted by Udinese, with both sides expressing a desire to put the incident behind them.
Triestina has committed to removing the billboards by Monday, though not before Udinese plays their first home game of the season. The incident, while resolved, has left a lingering sense of unease, a reminder of the fierce loyalties that football inspires, even in the absence of a direct competition.
