Serie A

October/November 2019 saw adidas and Juventus launch the club’s fourth kit via a fashion-meets-football campaign in partnership with Palace Skateboard.

With Covid-19 still raging in July 2020, Puma & AC Milan used an Instagram-led campaign – celebrating Milan’s contemporary design culture and architecture – to launch the 2020-21 home kit.

Napoli and Kappa promoted the club’s 2019-20 home jersey through a campaign creatively themed around the kit’s pixelated design that spanned street graffiti, PR, a launch event, live in-store signings and social media content.

In late June 2020, Bologna sponsor Trenitalia marked the end of Italy’s strict coronavirus lockdown with a campaign linking the restart of its ‘Frecciarossa’ high speed train services and the restart of Serie A.

Genoa promoted its partnership with the Gaslini Children’s Hospital by gifting all newborns in 2020 a free baby-sized team shirt.

Electric mobility brand Nilox has renewed its sponsorship with Italian Serie A club Juventus for the 2020-21 season

Fiorentina and Le Coq Sportif launched their 2017-18 kit via a digital-first campaign promoting the familiar purple home jersey alongside four away kits – each representing one of the city’s ancient neighbourhoods.

Emirates unveiled its ‘Fly Better’ brand promise in October-November 2018, with a launch phase led by the airline’s sports sponsorship portfolio and culminating with AC Milan’s home game against Juventus.

In 2018-19, Marathonbet gave Lazio fans the chance to have their selfies become part of an image on the team’s shirt for the 29 October home match against Inter Milan.

In 2015-16’s Dacia Family Project, Udinese and the car brand set out to encourage long-term attendance and loyalty by urging supporters to create a new generation of Udinese fans – literally.

Club and sponsor worked with agency Publicis Italia to turn a Serie A match against Lazio into a live auction raising funds for a set of fan causes.

‘Terrains’, which debuted in June 2019, was a video-led TV and social campaign from Jeep, activating its Juventus sponsorship with the message that excellence must be achieved through hard work on the toughest territory.

Recent deals at Juventus and Bologna show how Italian clubs are looking to DRT to retain betting partnerships even now they are banned domestically.

'Fair Play’ was a 2019 campaign from Birra Peroni, the official beer of city rivals UC Sampdoria and Genoa CFC, which incentivised rival fans to hug one another by offering free beer for those participating.

AS Roma used new 2019 summer signing social spots to highlight search for missing children.