#TheNapoliFamily: An Embrace That Changes the Game

In Naples, football is more than a sport — it’s identity, language, and heartbeat. It’s the soundtrack of childhoods, the backdrop to love stories, and the thread connecting generations.

And now, that heartbeat is growing louder for a new reason. Napoli Women have launched #TheNapoliFamily, a campaign that doesn’t just talk about football, but about belonging — to a city, a community, and a dream.

This initiative, created in partnership with Dutch sports marketing agency Branthlete, officially launched during the week of July 29, 2025, and will unfold over eleven weeks — each moment revealing the stories, faces, and emotions that make Napoli Women more than a club.

A City, A Club, A Family

Naples is a city that celebrates victories like carnivals and mourns losses like funerals. The people live with their hearts wide open — and Napoli Women reflect that spirit.

Through #TheNapoliFamily, the team is inviting everyone into their inner circle. Not just the highlights on the pitch, but the unseen moments:

• A player tying her boots at dawn before training.
• A coach giving a quiet word of encouragement after a tough match.
• Parents in the stands, scarves wrapped tightly, faces full of pride.

These moments are not “extras” — they are the story. And Napoli Women are determined to share them.

The Campaign’s Three Pillars

At its core, #TheNapoliFamily rests on three values that every member — player, supporter, or staff — carries like a badge:

1. Pride — The pride of wearing the blue shirt, of representing Naples, a city with a history of defying the odds. Pride in showing the world that Southern Italy is a force in women’s football.
2. Dedication — The long bus rides to away games, the training sessions in the rain, the recovery work after injuries, the sacrifices of time, comfort, and sometimes even career stability — all to chase a dream that is bigger than the individual.
3. Ambition — Not just to win matches, but to transform the landscape of women’s football in Italy. The ambition to climb to Serie A and stay there, to inspire the next generation of young girls who kick a ball on the streets of Naples.

Why It Matters for Women’s Football in Italy

Women’s football in Italy is growing, but it still battles for space in a culture dominated by men’s teams. Napoli Women stand as a symbol of change — a team that refuses to be an afterthought.

#TheNapoliFamily is an answer to that challenge. It’s not simply a call for visibility; it’s a call for connection. It’s a declaration that these players are not just athletes — they are role models, sisters, daughters, and leaders who deserve to be celebrated.

Behind the Hashtag: Real People, Real Stories

What makes this campaign so powerful is that it is human first.

• The players — Some have traveled thousands of kilometers to be here, leaving behind their countries and families to play for Napoli Women. Others are local talents, carrying the weight of representing their own city on their shoulders.
• The staff — Coaches, physios, kit managers — people whose work often goes unnoticed but whose contribution is the backbone of every victory.
• The supporters — From lifelong fans who’ve followed Napoli football since childhood, to young girls seeing female players as heroes for the first time, the stands are becoming a mosaic of hope and pride.

The Branthlete Connection

Partnering with Branthlete brings a unique storytelling approach — not the polished, distant marketing style, but a documentary-like intimacy. Each week, new episodes, images, and features will peel back another layer of the Napoli Women’s world.

Frederique de Laat, Branthlete’s founder, sums it up best:

"With this campaign, we’re rewriting the narrative of women’s football in Italy. This is a heartfelt tribute to the city, the club, and the women fighting every day for their place at the top."

An Invitation to Join

#TheNapoliFamily is not a closed circle. It’s open to anyone who believes in the power of football to unite people.

If you’ve ever felt the rush of singing with strangers after a goal…
If you’ve ever admired the courage of someone chasing their dream against the odds…
If you’ve ever believed sport can change the way a community sees itself…

…then you are already part of #TheNapoliFamily.

Follow the journey. Share the stories. Wear the blue with pride.
Because Napoli Women are not just a football team — they are a promise.
A promise of visibility, of respect, of a future worth fighting for.

This is football that changes things.
This is #TheNapoliFamily.