SiriusXM launches weekly Serie A soccer show with Italian league

SiriusXM announced on November 18, 2025, that it will launch a dedicated weekly audio show focused entirely on Italy's top professional soccer league. "Serie A: Calcio - Made in Italy" debuts November 20 at 7 pm ET on the company's 24/7 soccer channel SiriusXM FC, channel 157.

The one-hour program represents a partnership between the satellite radio company and Lega Serie A, Italy's premier professional football league. The show will air every Thursday, delivering coverage of news, clubs, and players from a league that includes American stars Christian Pulisic, Weston McKennie, and Yunus Musah.

Lead hosts for the program include Adam Summerton, described as a veteran Serie A commentator, and Charlie Stillitano, a longtime SiriusXM FC host and sports executive with over 30 years of involvement in international soccer. Stillitano currently serves as president of the Italian Serie B club Spezia Calcio. The program will feature a rotating lineup, with analysts Marco Messina, founder of Italian Football TV, and Tony Meola, the former U.S. National Team goalkeeper and Hall of Fame member, joining as regular contributors.

"Serie A is home to some of the world's best clubs, and interest in the league continues to grow—especially with the rise of American stars on the pitch and the anticipation for the upcoming World Cup," said Jared Fox, SVP, Sports Programming, Content Marketing & Partnerships, and Artist Relations for SiriusXM, according to the announcement.

The new program complements SiriusXM's existing live match broadcasts. The company airs live play-by-play of feature Serie A matches every week throughout the 2025-26 season. The November 23 schedule includes Inter Milan hosting cross-city rival AC Milan at 2:45 pm ET on channel 202.

Lega Serie A opened its U.S. office in New York City in 2022 to deepen connections with American fans and brands. The league has maintained status as one of Europe's most recognized soccer competitions, with clubs like Juventus, AC Milan, Inter Milan, and AS Roma commanding substantial global followings.

The audio programming launch arrives amid substantial growth in sports streaming advertising. PubMatic's data shows live sports activity more than tripled in the first half of 2025 compared to the same period in 2024. The company exceeded its entire 2024 live sports activity in just six months of 2025, positioning it to more than double last year's performance.

Streaming platforms have accelerated investment in live sports capabilities as viewing habits shift digital. FanDuel Sports Network achieved a 25% year-over-year increase in total impressions served through Magnite's SpringServe video platform during its expansion of live sports streaming infrastructure. The sports network operates 15 regional networks covering MLB, NHL, and NBA teams across multiple markets.

Traditional broadcasters face increasing competition from digital platforms for live sports content. YouTube streamed its first free NFL game globally in September 2025, marking a significant milestone in streaming sports advertising. Research from EDO's 2025 NFL TV Outcomes Report found that NFL ads running during streaming-exclusive games were 66% more effective for brands than broadcast and cable offerings.

SiriusXM positions itself across this landscape with both satellite radio infrastructure and expanding digital capabilities. The company reaches a combined monthly audience of approximately 170 million listeners through its flagship subscription entertainment service SiriusXM, the ad-supported and premium music streaming services of Pandora, and its podcast network.

The company's approach to sports programming extends beyond traditional play-by-play broadcasting. SiriusXM FC features daily soccer talk programming hosted by former players, coaches, executives, and journalists from both domestic and international backgrounds. The channel covers multiple leagues and competitions, providing year-round soccer content to subscribers.

Audio sports programming differs from visual broadcasts in several technical aspects. Radio and streaming audio commentary requires more detailed verbal description of on-field action since listeners cannot see the game. This constraint demands skilled commentators who can paint pictures through words while maintaining engagement during slower game periods.

The Serie A programming decision reflects broader trends in U.S. soccer consumption. American players' presence in top European leagues has strengthened domestic interest in international soccer competitions. Major League Soccer's growth has created a larger domestic audience familiar with the sport's rhythms and tactics, potentially expanding appetite for European league coverage.

Audio advertising represents a substantial growth opportunity. Consumers dedicate 31% of their media time to audio content, yet advertisers allocate only 9% of their budgets to audio platforms. This 22% gap between consumer engagement and advertiser investment creates potential for platforms positioned to capture audio advertising spending.

SiriusXM's podcast business demonstrated this potential in its third quarter 2025 financial results. The company reported podcast advertising revenue climbing nearly 50% year-over-year, while overall revenue reached $2.16 billion. SiriusXM Media reaches more than 170 million listeners monthly, and the podcast network ranks as the largest in the nation by reach, as measured by Edison Research.

The new Serie A show adds to SiriusXM's portfolio of specialized programming targeting specific audience segments. The company operates multiple dedicated channels for genres, sports, and content types. This segmentation strategy enables targeted advertising opportunities as marketers seek relevant environments for their messages rather than relying solely on broad audience data.

Sports content historically commands premium advertising rates across various media formats. Live sports broadcasts provide guaranteed viewership during scheduled time slots, a valuable commodity as on-demand viewing fragments traditional programming audiences. Audio sports programming offers similar scheduling predictability while reaching audiences during commutes, at work, or in situations where video viewing isn't practical.

The Thursday evening time slot positions the show before weekend Serie A matches, allowing discussion of upcoming fixtures while reviewing recent results. Italian soccer traditionally schedules most matches on weekends, with some midweek fixtures during European competition periods. The weekly format provides consistent programming that can build audience habits.

SiriusXM's relationship with international soccer extends beyond Serie A. The company maintains rights to various European leagues and competitions, creating a comprehensive soccer programming lineup that spans multiple countries and competition levels. This broad coverage serves the diverse interests of American soccer fans who may follow specific players, teams, or leagues.

The announcement specifies that "Calcio," the Italian word for soccer, will be incorporated into the show's branding. This linguistic element nods to the program's focus on Italian soccer culture and may resonate with Italian-American audiences or soccer enthusiasts familiar with European terminology.

Tony Meola's involvement brings personal connection to Italian soccer. The announcement notes that Meola learned his love of the game from his father, Vincenzo, who played for the Italian club Avellino. These biographical details add authenticity to the program's coverage of Italian soccer, potentially strengthening its appeal to audiences seeking knowledgeable commentary.

The rotating host format provides programming flexibility and allows the show to adapt based on specific topics or breaking news. Different hosts bring varied expertise and perspectives, potentially keeping the content fresh across multiple weeks of the season.

Audio programming production requires substantially less infrastructure than video broadcasting. A radio show needs microphones, mixing equipment, and recording space, while video production demands cameras, lighting, sets, and more extensive post-production work. This efficiency advantage allows audio platforms to experiment with specialized programming targeting niche audiences.

Connected TV and streaming platforms have expanded advertising capabilities beyond traditional linear television. Microsoft launched Premium Streaming campaigns targeting platforms like Netflix and Roku, demonstrating how digital platforms enable more sophisticated targeting and measurement than conventional broadcast advertising.

SiriusXM's dual revenue model combines subscription fees from listeners with advertising revenue from its ad-supported platforms. This diversification provides financial stability across different economic conditions, as subscription revenue offers predictability while advertising revenue can capture upside during strong economic periods.

The Serie A show's debut timing positions it during the 2025-26 European soccer season, which runs from late summer through spring. This multi-month timeline provides extended programming opportunities as the season progresses through various phases including early competition positioning, midseason transfer windows, and championship races.

Italian soccer maintains significant cultural importance beyond athletic competition. Serie A clubs represent specific cities and regions, carrying historical rivalries and local identities that span generations. This cultural depth provides rich storytelling material for weekly programming that extends beyond match results into broader narratives.

Timeline

• 2022: Lega Serie A opens U.S. office in NYC to deepen American connections
• January 2025: Disney launches certification for live streaming ads with major platforms
• January 2025: TCL and PubMatic partner to enhance live sports advertising targeting
• July 2025: PubMatic launches AI-powered live sports marketplace with real-time targeting
• August 2025: FanDuel Sports Network sees 25% streaming ad growth through Magnite platform
• September 2025: YouTube streams first free NFL game globally in São Paulo broadcast
• October 2025: SiriusXM reports Q3 revenue of $2.16 billion with podcast growth
• November 18, 2025: SiriusXM announces "Serie A: Calcio - Made in Italy" weekly show
• November 20, 2025: "Serie A: Calcio - Made in Italy" debuts on SiriusXM FC at 7 pm ET
• November 23, 2025: Inter Milan vs AC Milan match airs at 2:45 pm ET on channel 202

Summary

Who: SiriusXM, partnering with Lega Serie A, launches the show with hosts Adam Summerton and Charlie Stillitano, plus analysts Marco Messina and Tony Meola.

What: "Serie A: Calcio - Made in Italy" is a one-hour weekly audio program dedicated to Italy's top professional soccer league, featuring news coverage, club analysis, and player discussions.

When: The show was announced November 18, 2025, debuts November 20, 2025, and airs every Thursday at 7 pm ET throughout the 2025-26 season.

Where: The program broadcasts on SiriusXM FC (channel 157), the company's 24/7 soccer channel, reaching approximately 170 million monthly listeners through satellite radio and digital platforms.

Why: The show capitalizes on growing American interest in Serie A driven by U.S. players competing in the league, the upcoming World Cup, and expanding opportunities in sports audio advertising as streaming platforms accelerate investment in live sports capabilities.