From August 28 to September 5, Flextech-owned Bravo is changing its channel logo to Bravissimo and the usual blue and orange branding will change to green, red and white to coincide with the start of Football Italia.
Ads, created in-house, will run across TV, radio, print and online.
The TV campaign kicks off on Sky Sports on August 27 and will see Italians arguing about football against romantic backgrounds to operatic music.
The ads are fronted by James Richardson, the host of Channel 4 'Gazetta Football Italia', who is presenting Bravo's Italia season.
The radio ads running on TalkSport for six weeks involve a radio presenter interviewing authentic Italian café and restaurant owners about their favourite Italian football heros, all speaking in Italian.
Talksport listeners will be invited to guess who they are talking about to win pairs of Serie A tickets.
Anna Felcey, marketing communications manager for Bravo, said: "Our goal is to position the channel as the Football Italia destination and give Bravo the permission to engage real football fans."
PHD Compass is handling all media planning and buying.
Bravo wrested the rights to Football Italia from Eurosport in a two-year deal worth £1m earlier this month.
Bravo will screen the "superclassico" matches on Sunday nights from the end of August, a mid-week game, an hour-long highlights show and a weekly magazine show.
Irish broadcaster Setanta will air the remaining matches on Setanta Sports Live and Setanta Ireland.
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