Italy
Fanatics becomes master licensee of Juventus merchandise to 2035
Global sports merchandising company Fanatics is to manage all merchandise for Juventus worldwide for the next decade as part of an extensive commercial deal with the Italian club
Infront to continue to manage Lecce pitchside ad sales
Infront will continue to sell advertising rights for Serie A side US Lecce after extending its agreement to the end of the 2028-29 season
Paramount turns to Uefa final again to entice OTT subs
The Paramount+ streaming platform will be showcased at next week’s Uefa Europa League final thanks to a short-term shirt sponsorship with Italian club Atalanta which echoes a similar deal last year with Inter Milan.
Juventus appoints Two Circles to support main shirt sponsor search
Juventus FC has appointed the Two Circles agency as it intensifies its efforts to identify a new brand to replace long-standing front-of-shirt sponsor Jeep.
Content partnership drives TikTok’s Juventus Women deal
The popularity of the main Juventus FC account on TikTok prompted the short-form video platform to strike a standalone sponsorship deal with the club’s Serie A Femminile team, Juventus Women.
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