Marketing stunt or ‘extraordinary’ transfer? Ravenna fans ride wave of the Ronaldinho Effect

Brazil legend’s decision to play in Serie C at the age of 46 has divided fans – but the man who arranged the deal has high hopes

On a scorching summer afternoon in Ravenna, a city far better known for its fifth-century Byzantine mosaics and Dante’s tomb than for footballing glory, eyes are peeled in the historic centre for one of world football’s most recognisable figures – a man who featured in the World Cup final half-time show alongside Madonna and Ronaldo: Ronaldo de Assis Moreira, better known as Ronaldinho.

“We haven’t seen him yet,” four Ravenna supporters sitting at a cafe say with dry irony as they flip through La Gazzetta dello Sport, Italy’s famous pink sports daily. They are undeniably sceptical, viewing the signing as a purely commercial operation, yet deep down they still harbour the dream of seeing the 2005 Ballon d’Or and 2002 World Cup winner wear their yellow and red shirt.

It is a small, surreal glimpse into the whirlwind that has engulfed this quiet corner of Emilia-Romagna, thanks to the business instinct of Ignazio Cipriani. Heir to the Venetian hospitality dynasty behind the renowned Harry’s Bar, Cipriani took over the club in 2024 when they were in Serie D, the fourth tier of Italian football. A native of Ravenna, he is the grandson of Raul Gardini, the Italian chemicals tycoon and sailor who steered Il Moro di Venezia to the 1992 America’s Cup final.

In his first year as president, Cipriani oversaw victory in the Serie D Cup and promotion to the professional ranks of Serie C. But that is merely the first step in a long ascent, he says: “It’s not a provocation. Serie A is the goal I declared from day one because I intend to reach it. And the Champions League remains the ultimate horizon we want to walk towards, step by step. I made this statement because I like working with my back against the wall: when you have no way out, you are forced to find solutions instead of excuses. I prefer to remove every alibi from the beginning.”

And this summer, Cipriani pulled off a surprise move – so surprising that anyone reading the headlines assumed it was a prank: bringing the 46-year-old Ronaldinho back as a player.

“We met through Lorenzo Tonetti and Ariedo Braida,” Cipriani says, “two people who worked for over 20 years at AC Milan and had Ronaldinho as a player. The idea of involving him was a dream I cultivated as soon as I bought the club. Thanks to Lorenzo and Ariedo, we met, started talking, and a genuine friendship grew. From that relationship came many ideas for the club’s growth. And to the question everyone is asking, I am happy to answer: Ronaldinho will wear the Ravenna shirt as a player, and he will try – maybe scoring the last goal of his career with us!”

Meanwhile, a dedicated website has already put a special-edition shirt on sale featuring the “R10” logo – the Brazilian’s personal brand – which sold out within a few hours. It represents a striking collision of high-end global branding, small-town football, and brilliantly executed marketing stunt.

“If someone had told me three years ago that Ronaldinho was coming to Ravenna, I would have sent them straight to the psychiatric ward,” says Fabio laughing, a lifelong supporter. “The night the news broke, international headlines everywhere read ‘Ronaldinho to Ravenna’. It was an extraordinary operation.”

Ravenna is no footballing giant. Plagued by bankruptcies in 2001 and 2012, the club has spent decades bouncing around the lower tiers, with seven seasons in Serie B the highest point. Historically a volleyball stronghold, the football scene was accustomed to modest budgets and regional rivalries.

“Ronaldinho is a unique icon,” Cipriani says. “His way of playing made my generation fall in love with the game. We want him today to make the next generation of fans, in Italy and around the world, fall in love with Ravenna . It’s not just a visibility stunt; it’s about building a bridge between different eras of football and growing a truly global fanbase around it.”

To support this ambitious sporting and industrial project, the club is working with the municipality to renovate the Stadio Bruno Benelli, increasing its capacity beyond 6,300. But the president’s ultimate dream is a new multi-purpose venue open seven days a week, featuring retail spaces, concert facilities, and an integrated Hotel Cipriani linked to the city’s international tourism expansion.

For Ravenna’s mayor, Alessandro Barattoni, the arrival of a world-famous figure fits neatly into a broader strategy to promote the city globally. In recent years, Ravenna has been expanding its international reach beyond traditional beach tourism and commercial ports. The city is enjoying renewed ties with the Anglo-Saxon world, highlighted by a recent visit from the British royal family and the opening of the Lord Byron Museum.

“Ronaldinho brings a whole new level of global fame,” Barattoni says. “When the news broke, my phone exploded with messages from former schoolmates. For younger kids today, he might be someone to discover on YouTube, but the fascination remains intact.” With a smile, the mayor adds that, schedule permitting, he would be delighted to personally guide Ronaldinho on a tour of the city’s cultural heritage.

However, Barattoni is quick to clarify the institution’s role: “Our common ground with the club is internationalisation: bringing Ravenna’s image to the world. Ronaldinho has been a global ambassador for countless brands. There is an overarching project that can bring great visibility to the team and allow the city to showcase its initiatives beyond standard routes.” He adds: “Even before Ronaldinho’s arrival, the club did a fantastic job engaging younger generations. The average age in the stands is lower, more vibrant, and more engaged than ever before. A genuine sense of community is forming.”

Yet, fears of a hyper-commercialised image linger among traditional supporters. In the Curva Mero, such marketing moves are approached with caution. “There is a certain reluctance among some factions,” Fabio admits. “Modern football pushes values that many don’t share: rising ticket prices, losing accessibility for lower-income families. As a result, visibility and marketing stunts risk being viewed sideways.”

Cipriani demonstrates an acute awareness of these dynamics: “Without roots, no global project makes sense,” the president says. “Ravenna is not a brand we are building from scratch; it’s a history and an identity that existed before us. Tradition isn’t a brake on ambition: it’s the foundation. A club without its people is worth nothing.”

“I’m 50 years old and I’ve been coming to the stadium since my school days,” says Giovanni, another fan. “I’m rediscovering the enthusiasm of the past. If it takes an icon like Ronaldinho and a local entrepreneur to make us dream of Serie A, then so be it. The important thing is never to forget the people in the stands.”

Riding the wave of the “Ronaldinho Effect”, the season-ticket campaign has just launched with a target of selling 2,800. Ticket prices have risen by an average of about 12%, with variations across different stadium sections.

For now, Ravenna is soaking up a dizzying, galvanising atmosphere. On the pitch, the club is assembling a squad to win the league; off it, the city awaits 20 August, when Ronaldinho is expected to appear during a three-day summer festival in nearby Marina di Ravenna, organised in signature Cipriani style.