Italy

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.

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 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.

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.

Serie A club Juventus has agreed a deal with cryptocurrency exchange zondacrypto to be the new shirt sleeve sponsor for its men's team

Serie A has officially announced a one-year deal with Mondelez-owned cream cheese brand Philadelphia, covering the ongoing 2023-24 season.

Multinational pharmaceutical company IBSA has been announced as the first exclusive front-of-shirt sponsor for AS Roma’s women’s team.

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.

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, the German tyre manufacturer, has returned as a sponsor of road cycling's Giro d'Italia after a four-year hiatus

Lega Serie A has agreed a deal with Mondelez-owned cream cheese brand Philadelphia to sponsor its Manager of the Month Award.

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.

Another Middle Eastern airline has entered the Milanese football landscape after Inter announced Qatar Airways as a new global sponsor

Federico Palomba, managing director of Juventus FC's APAC office, talks about the club's recent renewal with Chinese mineral water brand Ganten.

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. 

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.

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 (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…