When it came to sports in the nineties, Michael Jordan ruled basketball, Pete Sampras was the master of the tennis court, and billions worshipped soccer playmaker Roberto Baggio.
This week, Baggio, a multiple Serie A champion and Ballon d’Or winner, finally stepped foot back onto American soil nearly three decades after he led Italy to the 1994 World Cup final in California, this time as an official ambassador for Lega Serie A.
The former Juventus, Fiorentina, and AC Milan playmaker began his visit to New York at Serie A’s Manhattan office, where calcio aficionados and commercial partners celebrated him for his outstanding 21-year career, which included World Cup appearances at Italia ’90, USA ’94, and France ’98.
“It was truly special to feel the passion for calcio here in New York,” Baggio told guests. “To return to the U.S. after so many years and see how much love there is for Italian football is quite moving. I want to thank Lega Serie A for bringing me here and for the important work they’re doing to grow the game and reconnect fans abroad with our footballing culture.”
The following day, Baggio, a devout Buddhist known for his humility and gratitude, took the time to visit the Bronx for a community event with Street Soccer USA, a nonprofit organisation that makes social change. The 58-year-old spent the day with underprivileged children, sharing anecdotes and promoting equity through sport.
“Watching these kids play with joy and freedom reminded me of why I fell in love with the game in the first place,” Baggio said. “Street Soccer USA is clearly doing incredible work, and I’m honored to be part of this experience. Initiatives like this, supported by Lega Serie A, show how soccer can truly make a difference in people’s lives.”
Renowned for his dribbling, finishing ability, and free-kick taking, Baggio is widely regarded as Italy’s best-ever player, having scored 27 times for the national team, with 205 Serie A goals attained during the golden era of European soccer. For his efforts, the Caldogno-born attacker later became the first-ever inductee into the Italian Football Hall of Fame in 2011, beating the likes of Paolo Maldini (2013) and Franco Baresi (2013).
Lawrence Cann, Founder and CEO of Street Soccer USA, was thrilled to welcome the Divine Ponytail back to New York. “Having Roberto Baggio join us in the Bronx was a once-in-a-lifetime moment for the kids in our community,” said Cann. “To see a global legend not just show up, but truly engage—that’s what Street Soccer USA is all about: connection, opportunity, and the belief that every young person deserves a shot, on and off the field.”
If soccer were categorized into decades, Johan Cruyff would have ruled the 1970s, Diego Maradona the 1980s, and Baggio the 1990s. During the 1994 World Cup, Baggio netted five times during the knockout stages to propel Italy into the Final against Brazil in Pasadena. Despite missing his spot kick in the penalty shootout (and dubbed The Man Who Died Standing for doing so), the overwhelming majority of fans accepted he was the best player of the tournament ahead of Romario.
Indeed, Baggio is still widely regarded as your favourite soccer player’s favourite soccer player. Accordingly, Inter Miami’s Lionel Messi was thrilled to be pictured next to one of his childhood heroes recently at the FIFA Club World Cup.
The reigning World Cup champion remarked on Instagram following the meeting with Baggio, “What a wonderful visit! Thank you, Roberto, for this special and meaningful gift and for the wonderful conversation we shared. You’re a star and a historic football legend. It will always be a pleasure to welcome you whenever you want to come and see us!”
In 1990, Baggio’s transfer from Fiorentina to Juventus set a world record transfer fee of $11M (£8M). Who’s to say what Baggio’s market value would have peaked at had he played nowadays? Undoubtedly, somewhere close to Messi’s 2017-18 of $211M valuation.
Big money was never the driving force behind Baggio signing for perennial strugglers Bologna in 1997 – a move which yielded 22 goals and Italian national team selection for France ’98 – and his decision to join Brescia in 2000, the club he single-handedly kept in Serie A for four consecutive seasons.
Baggio The Magnificent
Philanthropy was always one of the Baggio tenets. In 2010, the United Nations acknowledged him for his fundraising efforts for the Haiti earthquake, the same year he was awarded the Man of Peace title by the World Summit of Nobel Peace Laureates for his contributions to social peace and justice.
Fifteen years on, Baggio is again prepared to exploit his legendary status for good, uniting fans in the land that was as cruel as it was kind to him 29 years ago.
Lega Serie A’s North American community outreach program, ‘Serie A Calcio in the Community’, partners with nonprofit organizations like Street Soccer USA, which operates in more than 20 cities across the U.S.
