Author of the book Calciatore Social (Social Footballer), Max Sardella is considered one of the leading experts in the field of image management in football, particularly on social media. He worked for years as a copywriter at major advertising agencies in Milan before joining Sky. After obtaining master's in advertising and also marketing and digital communication, Sardella decided to apply his expertise in the field of football, his true passion. He founded the site www.gianlucadimarzio.com and has been in charge of image management for over 50 footballers. He is a lecturer on football and social media as part of many courses, including master's.