Italy

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‘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.

'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.

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.

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.

Italian Serie A side Bologna has renewed a sponsorship agreement with Illumia, which allows the Italian natural gas and electricity supplier to continue to sport its logo on the back of the players’ s…

Juventus is close to renewing its shirt sponsorship with vehicle manufacturer Jeep in a deal that would increase the Serie A football club's revenue from €16m ($17.6

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.

Serie A club AC Milan has extended its Major Partner and Official Bank Sponsor deal with Banco BPM for one more season

Features

Italian FA (FIGC) set to earn €37m from sponsorship rights in 2019 Top Partner deals renewed this month with Eni and Tim

Italian carmaker Alfa Romeo is understood to have paid an extra $5m (€4.4m) per year to upgrade from title sponsor of the Sauber Formula One Team to full team rights.

Tobacco giant Philip Morris International is paying $180m (€158m) per season to sponsor the Scuderia Ferrari Formula One team, according to sources close to the deal.

SportBusiness Sponsorship has conducted extensive research into partnerships across the top five leagues in European football, covering over two thousand deals

This season Telecom Italia renewed its title sponsorship with Serie A. At €15m per season, this is the league’s biggest central deal. Te

Atalanta’s renewal with online gaming company StarCasinò shows that clubs in Italy’s Serie A are still agreeing deals with gambling brands from the sector despite legislation that outlaws such agreements from…

Japanese tyre brand Falken Tire has tripled its investment in European football clubs since the 2015-16 season in an ongoing brand awareness campaign that now comprises between 20 and 30 per cent of its…

The €18m ($20.7m) investment of India’s Balkrishna Industries (BKT) in this month’s deal to title sponsor France’s football league cup, the Coupe de la Ligue, followed its €7.5m invest

Italy’s top football league, Lega Serie A, ought to be on course for a decent increase in the value of its centrally-sold sponsorship rights from the €34m ($40m) it earned in 2017-18, having agreed deals this month for the Serie A title sponsorship, Official Ball Supplier and Official Video Gaming licensing rights for the next three seasons. 

AC Milan's new owners want to build on the heritage of success-with-style but expand the club’s horizons to become a global brand with a footprint that extends from China to the US. 

Juventus is different. Doing things differently has become one of the touchstones of the Italian club’s projection of itself as a global brand.

Italian Serie A club AS Roma this month agreed a deal for ride-sharing service Uber to become the club’s innovation and mobility partner until the end of the 2017-18 season.

 

Japanese car manufacturer Honda has agreed a second consecutive one-year deal with cycling’s Giro d’Italia, having enjoyed strong sales in the country last year, following four years of poor sales.

For 2017, we have researched over 1,400 deals across 27 countries and covering 92 rights fees to map out the sponsorship landscape of rugby union.

For 2017, we have researched over 800 deals, 41 sports and 11 selected markets to map out the sponsorship landscape of international federations and national governing bodies.

The Italian Rugby Federation (FIR) has added carmaker Renault to its sponsorship portfolio and renewed its agreement with the NH Hotels chain as it looks to return its total sponsorship revenue to its 2013 high water mark.

Japanese carmaker Toyota last month added major National Olympic Committee (NOC) sponsorship properties in support of its record-breaking Olympic Global Partner agreement.

Controversy caused by the Italian Football Federation’s (FIGC) sponsorship deal with online sports betting company Intralot is unlikely to deter other betting companies from investing in Italian football.

A clutch of sponsorship deals was agreed this month by clubs from Italy’s top two basketball leagues, all with values in the low hundreds of thousands of euros. The relatively low value of the deals shows how far the sponsorship market has collapsed for Italian club basketball over the last decade.