Italy

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Continental activated its sponsorship of the 2019 Giro D’Italia with an initiative – spanning a new product, exhibition, online activity and at-race work – driving home its mission to improve road safety.

Dove Men+Care used its rights in deals with the British and Irish rugby unions to create a combined campaign that ran from the 2019 Rugby World Cup to the 2020 Six Nations.

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.

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

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In 2019-20, SportBusiness Sponsorship estimates that brands are spending about €129.3m ($142.5m) across the Six Nations and its constituent national rugby unions, in 131 deals.

For the 2018 Formula One season, Heineken activated its rights through a four-city media/influencer PR programme linking host city underground culture to F1 lifestyles.

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.

'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 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.