Ideas Move Your Plans

The following few words convey the spirit that led to the birth of Reset as a concept, from its creation, to the establishment of Reset Group and Reset Marketing, two companies that today have different objectives, but share the same philosophy and the same values.

The initial idea of Reset was to shake up the sporting scene, in particular the football world. By ‘resetting’ everything, turning over a new page, leaving behind the aftermath of any scandal such as match fixing, we can start again with new stimuli and with respect for all those values that originally led to football being the main sport for all Italians.

Respect for and compliance with this vision have been the guidelines since 2007, leading to the birth of Reset Group first and Reset Marketing later.

Founding Members

Davide Lippi

Founder of Reset Group, embarked on a career as a sports agent in 1999, having worked in the marketing department of Juventus F.C. Since 2004, he began to operate independently, representing a dozen top-level players and a significant group of emerging young people. In parallel with his business, he started an association with Reset in marketing and communication. With his extensive knowledge of the international market, he created and solidified profitable relationships over the years, leading him to become what he is today – one of the most successful sports agents and mediators of the Italian football scene, boasting close affiliations with the most prestigious National and International Clubs.

Carlo Diana

Founder of Reset Group, is a Manager with a proven track record.
He led the marketing, sales and sponsorship areas of Juventus F.C. for 7 years and then exclusively managed the marketing team of Juventus athletes. Thanks to this extensive experience, he is able to support client companies in every aspect of marketing and communication activity, from planning to implementation. He graduated in Economics specializing in Sports Marketing and Master in Sports Law and Economics. Among his numerous collaborations and activities, he boasts that of researcher and Marketing Chair of the Faculty of Economics at La Sapienza in Rome, during which time he published his first book in Italy on the Marketing of Sports Clubs; he also co-authored two other books about sports marketing and wrote numerous articles published in various magazines.

The World of Reset

Two service companies with significant experience in the reference market, with operational headquarters in Milan and registered offices in Rome, are part of the world of Reset today. We provide a 360° consultancy, administering sports management services, commercializing and taking care of the image of celebrities, operating as an agency for companies that have an interest in investing in sports media, acting as consultants first and intermediaries afterwards, with operators of the whole sector: federations, clubs, athletes etc.

We also act in other sectors, through privileged relationships and making use of third parties who work on our behalf: advertising agencies, press offices, etc. who can guarantee us the offer of a complete service for those companies that do not want to limit themselves only to the sporting side in their marketing activities. We offer our customers the ability to combine sector-specific skills, with a strong network of relationships in the sports and non-sports fields.

Our structure guarantees a broad and complete service to the companies that work with us, through a global support that ensures the creation of a competitive advantage.


The Events


Match of Friendship 2 e 3

After the great success of the first edition of the ‘Match of Friendship‘, in March 2018, on the occasion of Baselworld 2018, Reset collaborated again with Hublot with the creation of the ‘Match of Friendship 2’, an event in which some of the greatest football legends competed in a 5-a-side field. In this setting, Hublot presented its ‘Big Bang Referee 2018’, a watch totally inspired by football and dedicated to the 2018 World Cup.

The two
composed of

Mourinho Team


Maradona Team


Subsequently in April 2018, a few months before the start of the 2018 World Cup in Russia, Reset had the pleasure of working once again with Hublot, for the ‘Match of Friendship 3‘.
After the setting of the gardens of the Palais Royal in Paris and Hall 4 in Basel, Hublot decided to organize this event hosting the two teams in the heart of Dubai, next to the Burj Khalifa.

The two
composed of

Pelè Team


Lippi Team


Both events gained significant media coverage, thanks to the choice of unique locations and the participation of world-class players.

Maradona – Pelè’s Historical Peace

In June 2016, to celebrate 10 successful years, after a lot of hard work, we finally managed to realize the dream we had cultivated for a long time: that of organizing an event which had global significance. To celebrate peace, we brought together not only the two strongest football players in history, but also the greatest rivals: Maradona and Pelè. In partnership with Hublot, we organized this unique event, which has gone down in history as a ‘Match of Friendship’.

This event had great relevance on all major world media due to its uniqueness and difficulty in terms of realization. Even the location required an exclusive setting, which is why a 5-a-side playing field was built, inside the Palais Royal, seat of the French State Council, providing a magical atmosphere, which enhanced all the protagonists on the field. In fact, not only were the two champions clashing, but also the two teams captained and coached by them, made up of great players of the recent past, amongst whom were World Champions and extraordinary players of the highest level.

The wonderful scenery, the large influx of audience, newspapers, TV and web titles, guaranteed the event was a great success and it held the spotlight in the main world newspapers and websites for days afterwards.

The two
composed of





Calcio Legend

The Calcio Legend event was organized in May 2016, in Jakarta, Indonesia. This was as a result of nurturing a longstanding relationship with a group of leading local entrepreneurs and politicians, who were willing to organize a unique event that would give thousands of Indonesian fans, the opportunity to celebrate their favourite players of all time, meet them and share their passion. Thanks to Reset Group, the most important players of the Italian league in recent years, who have made Series A famous all over the world, participated in the event.

Champions, such as Alessandro Del Piero, Fabio Cannavaro, Angelo Peruzzi, David Trezeguet, Hernan Crespo, Edgar Davids, Ciro Ferrara, came to Jakarta with us, together with many others, who allowed us to organize an event that was not just a friendly match, but a celebration of Italian football in a country where Series A is considered the top world championship.

The match event itself, was played against a selection of Indonesian footballers and saw strong audience participation. Many side activities were also organized, which allowed local fans to meet, take photos, ask for autographs and ask questions of these great footballers.

Als Derby Genoa

Organization and fundraising for research against Als.

Als Derby Turin

Organization and fundraising for research against Als.

The Social Side

Insuperabili (Unsuperable)

The project Insuperabili (Unsuperable) is aimed at ensuring the growth and integration of children with disabilities within society.

Football is identified as a socialization and integration tool that, through fun and training, brings improvements to the level of psycho-physical health and personal satisfaction of the individual athlete.

Physical activity brings benefits and improvements, first of all to the disabled person and subsequently to the people around him/her, with the objective of going from being Disabled to be IN-SUPER-ABILI (UN-SUPER-ABLE).

Reset Academy incorporated the Insuperabili (Unsuperable) project in 2015.


Over the last few years Reset has intensified its projects and its commitment to new social projects in favour of multiple charities, such as the Vialli Mauro Foundation, Arisla and Anffas Onlus.

Various activities have taken place: from the organization of charity events with the support of testimonials (Derby Slancio di Vita), to online activities, through charity auctions (Quanto Vale il Tuo Idolo, Charity Stars), to the organization of collection campaigns (#spezziamoSLA, Ice Bucket Challenge) and activities with the help of testimonials (Giorgio Chiellini, Marcello Lippi, Cristian Brocchi and others). These have all obtained excellent results both in economic terms (over 100,000 euros donated directly and over 1,000,000 euros raised) and as objectives.

We are aware that teaching football to young people is a great responsibility. It takes specific skills and abilities to interact with youngsters who want to learn a sport, football in particular.

Another important relationship that makes us very proud is the one with Arisla, the Italian Association for Research on Amyotrophic Lateral Sclerosis, as partner and reference agency in promoting initiatives and encouraging fundraising, through campaigns, event organizations and involvement of important testimonials, such as that of Giorgio Chiellini.
Over the years of collaboration, we have developed interesting and profitable projects that have achieved the goal of further improving and raising the level of solidarity contributions already obtained, right from the start of our business.

100,000 euros raised for the fight against Als

Our Associates

Full list here





















Our Services

After 12 years of intense scouting, performing sports management services and management of the image rights of players, Reset Group has decided to further specialize, by dedicating itself exclusively to the true original core business – Football – by delegating everything else to the new company Reset Marketing.

Reset Group therefore becomes an autonomous company of the Reset world that carries out the following activities:

  • National and International market consultancy to companies in the field of mediation, relating to transfers of players, both to and from other countries.
  • Partnership with the top international agents.
  • Management of the Powers of Attorney of a qualified portfolio of professional footballers and young emerging talents, thanks to a structure divided into specific specialized roles for each function or area of reference.
  • Constant scouting activity in the youth sectors, thanks to a network of professional scouts who cover the national territory.
  • Consultancy within the football school sector, through the Reset Academy project.