In a forgotten corner of Southern Italy, an American-Italian entrepreneur dared to dream of something more—and in doing so, reignited the dreams of an entire community.
BY GIOVANNA G. BONOMO
October, 2024
Molise, one of Italy’s 20 regions, is located in the south-central part of the country, sitting about 700 meters above sea level. It’s the second smallest region by area and the least populous. Campobasso, both a city and a province within Molise, serves as the capital and largest city of the region.
The myth of Molise’s non-existence stems from an Italian inside joke, “Il Molise non esiste” (Molise doesn’t exist). This saying pokes fun at Molise’s small size, low population, and relative obscurity compared to more famous Italian regions. Often overlooked by tourists, Molise is a hidden gem of rolling hills, ancient villages, and unspoiled nature. The region boasts pristine beaches along the Adriatic coast and a rugged interior dotted with medieval hilltop towns. Molise’s latest renaissance was driven by more than just business acumen; it was a deeply personal mission rooted in Italian heritage. “Campobasso mirrored the story of my ancestors and the story of many immigrants,” Rizzetta explained. “It represented the values of my parents and grandparents.” The club owners’ plans extend far beyond the pitch.
Rizzetta sees Campobasso FC not only competing in the top tiers of Italian football in the years ahead but as a catalyst for economic revitalization in Molise, one of Italy’s poorest regions plagued by depopulation and pessimism.
“It’s on the backdrop of so many social messages that are critical and get lost nowadays, says Rizzetta.
“ In Italy they say Molise doesn’t exist. So for me there is no greater vehicle but the soccer club to effectuate change. So it was always about more than just football. ”
Faced with skepticism, Rizzetta let actions speak louder than words. Success came swiftly, with Campobasso winning two championships in quick succession under Rizzetta’s stewardship. But wins alone weren’t enough to change entrenched attitudes. “We had to win on the pitch and bring enthusiasm back to a skeptical region,” he said. “There were challenges with Italian bureaucracy. You have to be idealistic.”
Rizzetta found powerful allies in his quixotic quest. Mark Consuelos and Kelly Ripa, luminaries of American mainstream entertainment and both of Italian ancestry, joined as co-owners, catapulting Campobasso from a local curiosity to an international sensation. They weren’t alone in their enthusiasm; several Italian Americans and Italian Canadians also joined the ownership group, further strengthening the club’s transatlantic ties. “We’re starting to get sponsors like Liquid Death. This is transformational for us,” Rizzetta said proudly, reflecting on the diverse coalition of supporters rallying behind the team.
The star power reached stratospheric heights when Ryan Reynolds, one of Hollywood’s biggest names, appeared on the most-watched daytime talk show across syndicatedor network Live! with Kelly and Mark, wearing the Campobasso jersey.
For a region that doesn’t see their name in the national news in Italy, better yet in North America, the international exposure is revelatory. The club has become a bridge, connecting Molise not just to therest of Italy but to the vast Italian-American diaspora. “We had a massive audience in North America of Molisani, 3-4 times the size than in Molise,” Rizzetta explained. “We felt if we executed well in North America, it could be a game- changer for the club.”
While investing in soccer clubs aligns with a broader shift in sports ownership seeking out underval-ued teams with potential for outsized returns,for Rizzetta, Consuelos, and Ripa, Campobasso represents more than a sporting venture. “It was probably more emotional than pragmatic,” Rizzetta said with a chuckle. “Though I think more nostalgically than I should. We could have invested in the north, but those places didn’t speak to me. When asked about one lesson he’s learned on this jour- ney so far, Rizzetta took a moment to respond.
“There are so many to pick just one,” he replied. “For someone like myself who has a curious mind, I am always looking to nurture my appetite for new things. That’s been really gratifying. It’s very difficult as a foreign owner in the US; you are dealing with a small and inconvenient region. And on top of it, you are dealing with Italy, which adds new challenges. So every day there is something new that I am learning.
“ People are saying we’ve changed the region, given hope and identity, but the truth is that the region has also changed me.”
What I can say is that it’s been a beautiful combination of sports, culture, politics, and family all kindof blended together. “Originally, I got into this project because I love football and I love Italy, so certainly there was this sporting component and the cultural component.
But I didn’t realize the responsibility. Because you become the central point of traffic for everything inthe region, that pulls you in the direction of quasi-politician, quasi-historian, quasi-cultural and language expert—those were things I never expected to get into. So it’s not so much being the president of a sporting club as it is being the air traffic controller for all things that flow through the region of Molise, both domestically and across the world. I love it, but every day takes me in a different direction and not always the direction I want to go in. If you approach it the right way, you come out stronger, so I am very proud of that.”
The true measure of the project’s success, Rizzetta believes, lies in the change it has wrought in Molise. Once resigned to obscurity, the region now pulses with renewed hope, ignited by an unexpected visionary from New York who saw potential where others saw only decline. “People are saying we’ve changed the region, given hope and identity, but the truth is that the region has also changed me ”he shared. “At first, I felt like an outsider; now this feels like home to me,” he said, voice brimming with emotion. “I can’t speak on Mark’s behalf, but I think he would agree, we really feel part of the community.”
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