Since the 2024-2025 season, European soccer has changed its face with the new cup format, a revolution involving the Champions League,Europa League and Conference League. A total of 51 evenings, over 500 games and more than 342 competitions, with unprecedented coverage. Sky and NOW have secured the exclusive broadcast of 185 out of 203 Champions League matches, bringing audiences to the center of an increasingly immersive experience, on and off the field.

But soccer reporting today is no longer just about commentary. The language with which football is told has evolved, following the evolution of society and the media. The goal? Involve the viewer, making them an active part of the story through emotion, analysis and innovation. This was the main theme of theSFS24 panel“Champions League an integrated narrative. Field, studio and social,” which involved Sky journalists Mario Giunta, Federica Masolin, Giancarlo Marocchi and Federico Zancan.

The change in the format of the Champions League also directly affects the narrative of the matches. High-level matches as early as the first few days change the approach of commentators and analysts, who must adapt to an increasingly dynamic reality.

At Sky, the focus is not only on tactics, but also on the emotional dimension of the sport. “We want our studio to be an integral part of the European journey,” said Masolin, the broadcaster’s leading face, who added. how “technology integration is key to making the subscriber feel an active part of our product.”

Emotion is at the heart of storytelling: not just technique, but also storytelling. Giancarlo Marocchi mentioned special moments experienced in the studio, such as the presence of Cesare Cremonini, who was excited to be in the field in an unprecedented role. Humanization of sports thus becomes essential to bring the public closer.

The figure of the second voice has also undergone an evolution, as clarified by Federico Zancan: “Today, former players no longer take this role lightly. There is more and more preparation and professionalism, with a language that adapts to modern needs.”

If language is evolving, technology is also playing its part. Sky has introduced advanced tools to enhance football storytelling, including robycams, drones, dedicated cameras, and advanced filming. The result? A level of immersion never seen before, with exclusive angles that enhance every technical and tactical detail.

“Every action within a match is a unique event,” as Marocchi said; analyzing it with innovative tools allows it to be told in a deeper way, helping the audience understand its nuances. Sky Tech, entrusted to experts such as Marocchi and Paolo Di Canio, radically changes the perspective on the game, bringing viewers inside the game.

Today, however, sports journalism goes beyond mere commentary. Reporters are no longer just “on the sidelines,” but begin their work days before the match, providing information that enriches the live story. And the new Champions League also allows stand-ups from the tunnel before entering the field, providing moments of strong emotional impact.

In parallel, the weight of social networks is growing, with Sky confirming itself as one of the most important communities in Italy. The numbers speak for themselves: 1,500 pieces of content dedicated to Champions, 18 million interactions and 238 million views on digital platforms. The social team follows the matches directly from the fields, offering exclusive perspectives and innovative content.

With the new Champions League format, European soccer is entering a new era. Sky, with its exclusive coverage and evolving storytelling, confirms itself as a reference point for fans. The mix of emotion, technology and analytical insight makes the product increasingly engaging, creating an authentic bond between sports and the public.

From the integration of studio and game to the use of social media, via the technological revolution and the increasing focus on emotional aspects, the future of football storytelling is evolving organically.