Inter Milan chief Michael Bolingbroke says Serie A needs to 'rebrand'.

Bolingbroke joined Inter this season from Manchester United.

"Twenty years ago Serie A was the best," he said to La Gazzetta dello Sport. "So what happened?

"The Premier League at first, then the Bundesliga, created brands. If Serie A can look to those models, it will return to the top.

"It cannot be otherwise - football and Italy walk hand in hand. The problem is that Italians do not have faith in their own product."

Bolingbroke continued: "First of all we must invest in the stadiums, because it would start a virtuous circle - not just for the people, but also for the media and the sponsors, who prefer better backdrops.

"Then there's globalisation. Consider the match schedules, which should have greater consideration for the Asian and American market.

"Sky and Mediaset are very important for Serie A, but a match at 20:45 on Sunday evening deters families and children because the following day they go to school."