Inter Milan coach Jose Mourinho believes Italian football needs to do a much better job of selling itself abroad.
Mourinho, who took the helm of the three-time defending champions Inter in the summer, said: "The fact is that Italian football as a product is not liked abroad.
"My family back in Portugal have to wait until midnight to watch a Serie A game while at seven in the evening they have to watch an ugly Getafe v Valladolid (Spanish Primera Liga). I also look at the Asian market where Serie A is not sold much."
Mourinho once matched wits with the likes of Manchester United's Sir Alex Ferguson and Arsenal's Arsene Wenger while guiding Chelsea, and he believes coaching in the Italian game is every bit as challenging.
"It's true that Italian football is difficult," said Mourinho. "It demands great preparation by a coach.
"Against Genoa, for example, I had to change three or four times my tactical approach and Genoa always adapted to my formula. For me as a coach, this is a fantastic show."