Rugby, Food and Business Meet in Dublin as Zebre Parma Business Tour Makes Irish Debut

An evening celebrating Parma’s food, culture and sporting heritage and the connections that bring Italy and Ireland closer together was enjoyed in Dublin last week.

Italian rugby, regional food and international business came together in Dublin on Friday evening as the Zebre Parma Business Tour made its Irish debut at the Italian Institute of Culture on Fitzwilliam Square.

Held on September 11th as part of the third edition of Italian Sports Day in the World, the event brought together representatives from Italian institutions, sporting organisations and businesses with members of Ireland’s commercial and hospitality sectors.

Hosted by H.E. Mr. Nicola Faganello, Ambassador of Italy, the evening was organised in collaboration with Zebre Parma Rugby Club, the Italian Institute of Culture, the Italian Trade Agency (ICE), OpportunItaly and Amoretti. It also took place ahead of Saturday’s pre-season match between Zebre Parma and Leinster at the Laya Arena, RDS.

The event provided an opportunity to explore how sport can help create connections between businesses and organisations in Italy and Ireland, alongside the cultural and sporting links between the two countries.

The evening began with an informal Aperitivo before a series of presentations and a tasting featuring a selection of Italian food and drink producers. Irish buyers and representatives from the food, beverage and HoReCa sectors were also in attendance.

Speaking ahead of the Zebre Parma-Leinster fixture, Ambassador Faganello highlighted the role sport can play in strengthening relations between Italy and Ireland. He noted that major sporting occasions can also provide opportunities to promote Italian businesses, food and cultural products internationally.

He also referred to the economic importance of sport and Italy’s food and beverage sector, while highlighting the close relationship between the two countries. His message was summed up with a sporting metaphor: “No success is achieved alone. You win only by playing as a team.”

Giovanni Fava, President of Zebre Parma, similarly highlighted the opportunities that international rugby can create beyond the pitch. He noted that fixtures abroad can help develop institutional and business relationships, while giving regional companies and partners the chance to engage with new markets.

For Zebre Parma, the club also provides a way of representing Parma and the wider Emilia-Romagna region, including its food, culture and business community.

Egidio Amoretti, whose company Amoretti is the main sponsor of Zebre Parma, spoke about the company’s international focus. More than 80% of Amoretti’s products are exported outside Italy and the company is looking to further develop its presence in Ireland while responding to the characteristics of the local market. The Business Tour, he explained, is intended to create opportunities in both directions, helping Italian companies develop internationally while also encouraging businesses elsewhere to explore potential partnerships and opportunities in Italy.

Food was an important part of the evening, reflecting the regional focus of the initiative.

Alessandro Cagnolati of Parmigiano Reggiano drew a comparison between rugby and the production of the cheese, pointing to the importance of teamwork, discipline, expertise and passion in both. He also highlighted the potential to connect rugby with tourism and the traditional production of Parmigiano-Reggiano, offering visitors another way to discover Parma and the surrounding region.

Rita Liberti of the Mozzarella di Bufala Campana spoke about the role of international events in promoting Made in Italy and maintaining the connection between food, heritage and place. Mozzarella di Bufala Campana has held European PDO status since 1996 and is produced exclusively from buffalo milk in central and southern Italy. It represents around 100 dairies with annual production of approximately 56 million kilograms. Around 38% is exported, mainly to European markets as well as countries including the United States and Japan.

The Dublin event provided an opportunity to introduce the product to an Irish audience while highlighting the shared interest in food and sport between the two countries. The tasting also featured other Italian regional producers and partners, including Consorzio Delle Venezie and Tenuta Venturini Foschi.

With the Zebre Parma-Leinster match taking place the following day, the Business Tour offered a broader programme around the fixture, bringing together sporting, institutional and commercial interests. For those involved, the evening demonstrated how an international rugby fixture can also provide a useful setting for business connections, regional promotion and cultural exchange between Italy and Ireland.

The focus remained relatively simple: bringing people from the two countries together through two familiar points of connection – rugby and food.