Rising Ballers Group, the UK’s leading media football business, encompassing Rising Ballers (RB), She’s A Baller (SAB) and Footballer Fits (FF), has appointed Paolo Nieddu, ex-COPA90 Global Head of Strategy, to lead its global brand strategy as it enters a new phase of accelerated growth.
Paolo brings with him over two decades of strategic leadership, deep experience across media, creative and digital, and a well-respected talent of blending cultural insight with brand storytelling. Most recently, Paolo worked across an impressive freelance portfolio of market-leading football, sports and lifestyle-focused projects.
Previously, Paolo spent seven years as Global Head of Strategy at COPA90, where he played a defining role in shaping the company’s global brand strategy and fan-first approach. Paolo brings with him years of experience working with a plethora of world-class commercial partners in the football space, leading the strategic direction for brands such as EA Sports FC, Nike, Pepsi, Puma, Sports Direct, as well as elite level football clubs including AS Roma, Chelsea, Man City, and San Diego FC.
With a firm belief in powerful storytelling, and a self-confessed obsession with human behaviour, Paolo has proven expertise in ensuring brands play a meaningful role in the lives of fans through storytelling, content, data, and real-world experiences.
Now onboard at Rising Ballers Group, Paolo will lead strategic partnerships, leaning into Rising Ballers’ already established insights offering. Paolo’s arrival marks a significant moment in Rising Ballers Group’s evolution as the business continues to expand its offering across global markets, strengthening its work across youth culture, football storytelling and commercial brand building with retained partners.
Eni Shabani, Founder at Rising Ballers Group, said:
“Paolo has one of the most impressive track records in football media and brand strategy. His ability to deeply understand fans, shape narratives, and deliver for brands at the highest level is second to none. As we continue to build the most exciting youth culture business in the world, Paolo will be a critical part of our journey.”
Paolo Nieddu, on joining Rising Ballers Group, said:
“Rising Ballers is the most exciting, culturally relevant football media brand out there. The opportunity to join a business with such a committed, authentic and ambitious team to help elevate the strategic, brand and cultural storytelling offer was one I couldn’t pass up.
“Football is evolving fast, and Rising Ballers has always had its finger on the pulse of youth culture. I’m now keen to help push that even further and our first step is to evolve how the business is positioned within the industry to ensure clients are fully aware of our capabilities in connecting with global audiences in meaningful ways.”
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