‘Pasta Maradona’ Brand Ad Campaign Launched In Italy Before Argentinian Football Legend’s Death

Shortly before his death, Argentinian football icon and Fc Napoli legend Diego Maradona joined forces with Italian pasta brand Paone to create the ‘N. 10 Diego’ pasta brand.


The promotional campaign – spanning print, outdoor and digital content – for the new player-branded range launched in late 2020 a few weeks before his death




The campaign ticked up over the festive period with nine different pasta formats in the launch range priced from €1.55.


Behind the tie-up was the player’s relationship with Alejandro Octavio Quentin: an Argentinian born businessman (with an Argentinian mother and an Italian father) who’s family fortune came from the agri-food sector.


In 2019, Octavio Quentin purchased the Paone pasta factory and in December reached a deal with Maradona to create a pasta brand range in his image called ‘Pasta Maradona’ with the sub-brand ‘N. 10 Diego’ name.


After initially going dark for a few days following his death, the brand’s online store resumed its digital sales activities for the festive period and holiday gift boxes retailed at €18.50 (5kg) and €27.80 (8kg) format.





This might have been the player’s latest and final brand alliance, but it was by no means the only one.


Throughout his career, Maradona partnered with a range of brands led by a long and successful partnership with sportswear brand Puma.







Other brand partners through his career included work with Coca-Cola, McDonald’s, Guaraná Antarctica, Bavaria, Hublot and Louis Vuitton.












Pasta Maradona



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