Italian football fan turns to England amid Azzurri's World Cup absence

Luca Vettese, a football-mad businessman from Blackpool with Italian heritage, finds himself in a conflicted position during this year's World Cup. The managing director of Notarianni Ice Cream, a family-run business since 1928, is still stunned that Italy has failed to qualify for the tournament for the third time in a row.

Italy's World Cup absence

Italy, four-time World Cup winners, last lifted the trophy in 2006, defeating France 5-3 on penalties in Berlin. However, the Azzurri have not qualified for the competition since 2014 in Brazil, meaning they have missed the 2018, 2022, and now the 2026 World Cups. Vettese expressed disbelief: "It is unbelievable we've won it so many times but to be missing three in a row is incredible." He added that his cousins and relatives in Italy "still can't come to terms with this."

A divided loyalty

Born and raised in Blackpool, Vettese is a keen supporter of Blackpool FC. He said: "Because I was born and brought up in Blackpool, I also think I can support England but I do feel torn." He finds some consolation in having witnessed Italy's victory over England in the delayed 2020 European Championship final, held in 2021 at Wembley. "I was lucky to be at Wembley in 2021 for the final when Italy beat England in the Euros – either way I couldn't lose," he recalled. Now, he says, "I really want England to win this year."

Turning blues into a rebrand

Vettese has channeled his Italian World Cup disappointment into a tongue-in-cheek social media campaign. The video opens with sepia images of him and his father lamenting in Italian over the team's absence, then transitions into a playful rebrand of his ice cream business. "We had a brainstorm with our team and decided on promoting ourselves as Not-Italliani ice cream, branding a Panzotta as a barm cake and selling 66s instead of 99s – the customers have loved it," he said.

Notarianni Ice Cream has been a staple in Blackpool since 1928, and Vettese is the fourth generation to run the business. His creative approach has resonated with customers, blending his dual heritage into a lighthearted marketing effort.