Serie A
Features
Blind Match – Suzuki & Torino FC
Suzuki’s 2018-19 activation of its Torino shirt front deal was inspired by the increasing popularity of dating apps.
Shared Goals – adidas & Juventus
October/November 2019 saw adidas and Juventus launch the club’s fourth kit via a fashion-meets-football campaign in partnership with Palace Skateboard.
2020-21 Home Kit Launch – Puma & AC Milan
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.
Are You Ready for This? – Kappa & SSC Napoli
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.
Treningday – Trenitalia & Bologna FC 1909
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.
Nilox e-mobility brand renews with Juventus for another year
Electric mobility brand Nilox has renewed its sponsorship with Italian Serie A club Juventus for the 2020-21 season
Roma partners up with AllWinCity
Italian Serie A football club AS Roma has agreed a new sponsorship deal with Asia-focused betting and gaming company AllWinCity, which operates the AWCBET.com platform.
AC Milan extends Official Bank deal with Banco BPM
Serie A club AC Milan has extended its Major Partner and Official Bank Sponsor deal with Banco BPM for one more season
Inter seeks to maximise data usage through Acronis tie-up
Italian Serie A football club Inter Milan has agreed a new partnership with Swiss technology company Acronis.
Con Te. Dal Primo Giorno/With You. Since the First Day – Gaslini Children’s Hospital & Genoa CFC
Genoa promoted its partnership with the Gaslini Children’s Hospital by gifting all newborns in 2020 a free baby-sized team shirt.
Four Districts, One Purple Heart – Le Coq Sportif & Fiorentina
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.
Fly Better – Emirates & AC Milan
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.
Take to the Field with Lazio – Marathonbet & SS Lazio
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.
The Dacia Family Project – Dacia & Udinese
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.
Dacia: the Auction – Dacia & Udinese
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 – Jeep & Juventus
‘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.
Juventus keeps post-ban betting revenue flowing with 10Bet international deal
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 (Genoese Derby) – Peroni & Genoa/Sampdoria
'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.
Missing Children Summer Transfer Initiative – NCMEC, GMCN & AS Roma
AS Roma used new 2019 summer signing social spots to highlight search for missing children.
AS Roma women’s team activation – Hyundai & AS Roma
As part of its wider partnership with AS Roma, Hyundai co-created a video to counter scepticism of women’s football, featuring three male AS Roma fans and three players from the club’s women’s team.
Serie A clubs look to sleeve patches, digital touch-line ads to cover loss of betting sponsors
Italy’s top-tier clubs are set to lose millions of euros per season in sponsorship revenues from next season due to the government ban on betting advertising, which comes into force next month.