In recent days, the Maxima Group of Poviglio has renewed its collaboration with Carlo Ancelotti, who will therefore be, also for the whole of 2025, the Testimonial of the two brands of the Group, Maxima SpA and SEA Technology Srl.
The fertile ground for a rapid and satisfactory renewal was given by the wide appreciation of both parties towards this collaboration, which began in January 2024. Taking advantage of a break in the Spanish championship, the President of the Group, Mirco Dall’Olio and the Real Madrid coach with his staff, met in Milan and signed the new collaboration contract, also taking the opportunity to create the new photo shoot for the 2025 campaign.
“There is great satisfaction for this renewal” says Mr. Dall’Olio, “first of all because it is an implicit attestation of Mr. Ancelotti’s esteem for us, but also because we believe that if this year we are among the very few companies in the sector that are growing, and moreover by double digits, this is also due to the collaboration with the Coach, who has given further credibility to our brands, making us gain new market shares both in Italy and abroad. For these reasons, we sought renewal without any doubts or hesitations. In addition, now that we know him a little better, we can say that the coach, due to the personal qualities he possesses, is surely the best Brand Ambassador there could be for us, and having him for another year is an enormous boast as well as a great source of pride”.
In this regard, the Group announces that the sales increases for the first nine months of the year are respectively +16 and +26% for Maxima and SEA Technology compared to the same period of the previous year.
The Real Madrid coach is also happy with this renewal. “Being able to continue to support a local company to expand is a source of great satisfaction for me, who have remained very attached to my homeland. After the first year of collaboration – continues the Coach – my staff and I have had further confirmation of the seriousness of the Group and those who represent it and it was therefore easy to accept their renewal proposal. I am very happy that the Maxima Group is achieving great results, but I also appreciate the numerous initiatives that these companies implement in Poviglio and in the neighboring municipalities, on a social level, distancing themselves from most companies that pursue only economic and financial objectives”.
In line with the prestige of the testimonial, the photo shoot was entrusted this year to Attilio Capra, after the excellent work carried out last year by another icon of Italian photography, the Sicilian Ferdinando Scianna. The famous Milanese photographer, already the author of famous shots with, among others, Bono Vox, Giorgio Armani, Ferragamo and Valentino, moves with ease between references to the history of photography, citing Franco Fontana’s chromaticism, Luigi Ghirri’s visual displacements, and the suspended atmospheres dear to the poetics of the American dialectical landscape. Above all, however, he does not forget his architectural studies and so he designs the space of his frame in such a way as to always obtain a surprising balance of volumes.
