Italy
DAZN, Mediaset extend Serie A ad sales deal
DAZN has extended its contract with the Mediaset-owned Digitalia 08 for advertising sales around the subscription broadcaster’s live coverage of Italian football’s Serie A.
Betsson fends off competition to secure Inter Milan shirt deal
Sports betting and online casino operator Betsson is expected to be unveiled as Inter Milan’s new shirt sponsor after overcoming rival bids for the contract.
Serie A agrees five-year renewal to ISG virtual advertising contract
Serie A has agreed a five-year extension to its contract with the Interregional Sports Group (ISG) that sees the specialist agency deploy virtual advertising across all 380 matches in the Italian topflight.
Eni becomes Serie A title sponsor, Trenitalia renews Coppa Italia deal
Serie A will have a new domestic title sponsor next season after the league announced a three-year agreement with the Italian energy company Eni.
Juventus unveils crypto company as new sleeve sponsor
Serie A club Juventus has agreed a deal with cryptocurrency exchange zondacrypto to be the new shirt sleeve sponsor for its men's team
Philadelphia signs off Serie A deal
Serie A has officially announced a one-year deal with Mondelez-owned cream cheese brand Philadelphia, covering the ongoing 2023-24 season.
IBSA announced as first exclusive AS Roma Women’s shirt sponsor
Multinational pharmaceutical company IBSA has been announced as the first exclusive front-of-shirt sponsor for AS Roma’s women’s team.
Biggest ATP Finals yet nets more than €20m in sponsorship revenue
The Association of Tennis Professionals (ATP) enjoyed its most commercially successful Nitto ATP Finals yet, having exceeded €20m in sponsorship revenue for the first time.
Milan-Cortina 2026 edges closer to revenue target with sponsor additions
The organisers of the Milan-Cortina Winter Olympics in 2026 have moved closer to hitting their sponsorship revenue targets with the signings of the national state-owned railway FS Italiane Group and the…
Continental back as Giro d’Italia top sponsor
Continental, the German tyre manufacturer, has returned as a sponsor of road cycling's Giro d'Italia after a four-year hiatus
Philadelphia to sponsor Serie A Manager of the Month Award
Lega Serie A has agreed a deal with Mondelez-owned cream cheese brand Philadelphia to sponsor its Manager of the Month Award.
Serie A derives marketing benefits from Made in Italy deal
Italy’s Ministry of Foreign Affairs and International Cooperation will use players from each of Serie A’s 20 clubs to promote Italian-made products in a series of TV and digital media adverts as part of its sponsorship deal with the Italian top-flight.
Qatar Airways moves into Milan with Inter deal as AC Milan opens Dubai office
Another Middle Eastern airline has entered the Milanese football landscape after Inter announced Qatar Airways as a new global sponsor
Juventus leverages popularity in Asia to extend Ganten deal
Federico Palomba, managing director of Juventus FC's APAC office, talks about the club's recent renewal with Chinese mineral water brand Ganten.
Salomon ups sponsorship profile as Milan-Cortina 2026 ‘Premium Partner’
French outdoor sports brand Salomon has made its biggest sponsorship deal to date by signing as a top-tier ‘Premium Partner’ of the Milan-Cortina Winter Olympics in 2026.
Lazio targets Rome’s ‘Expo 2030’ candidate bid for front-of-shirt slot
Italian Serie A club SS Lazio is set to take sides in the host city contest for ‘Expo 2030’ by accepting the Rome bid as its main shirt sponsor.
Roma turns to Saudi for front-of-shirt sponsor
Italian Serie A club AS Roma has turned to Saudi Arabia to end its quest for a main shirt sponsor, agreeing a two-year deal with the Gulf state's winter entertainment festival, Riyadh Season
Lega Basket credits Infront with ‘economic growth’ as sponsorship deal extended to 2030
Lega Basket (LBA) has announced an extension to its sponsorship, marketing and digital agreement with Infront until the end of the 2029-30 season, crediting the agency with delivering ‘economic growth’ for…