Mr Elkann is a graduate in industrial engineering, having chosen that subject, he says, because it was more challenging than economics or business, the usual choices of youngsters preparing to take over the family firm.

ECONOMIST: Face value

Making the game fun for casual fans and hooking youngsters has proved to be good business, for which the mascot fits the bill.

FORBES: Sports

Youngsters need to focus on more practical things... starting a business from scratch.

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