Italy

Features

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.

Napoli has become one of the first clubs in Italy’s Serie A to make use of the new space available for sponsors on the rear of club shirts, in its deal this month with Italian coffee maker Caffè Kimbo.

Italian Serie A club Juventus’s renewal of its deal with Samsung this month is part of a sweep of deals set to push the club’s sponsorship revenues to over €70m ($61.4m) in the 2015-16 season, the highest of any Italian club and more than a 30-per-cent increase on the 2014-15 season.

The advertising deal struck last month by Chinese consumer electronics company Changhong with 12 clubs from Italy’s top two football divisions – seven from Serie A and five from Serie B – could be the b…

Newly-promoted Serie A club Bologna FC is understood to be close to signing a sixth Premium Partner, which will help push sponsorship income up by 50 per cent on two seasons ago in the 2015-16 season, according to Sports Sponsorship Insider estimates.

The sponsorship manager for Italian car brand Fiat in Europe, the Middle East and Africa will continue to explore “new territories and activities that can support our brand” following the renewal of Fia…

Values of main shirt sponsorship and kit supply deals for the 98 clubs in the Big Five European football leagues form the backbone of this report. It contains extensive analysis of this income, with charts and text looking at angles such as the biggest-spending industries, the spread of wealth between clubs, and more. Also includes: comprehensive listings of the sponsors for each club, in-depth case studies of sponsorship programmes of 10 clubs, and analysis of league central sponsorship programmes.

The explosion of forex football deals reached France’s Ligue 1 for the first time last month when 24option.com agreed a two-year contract with Olympique Lyonnais.

Sporting goods brand Puma has extended its sponsorship of the Italian Football Federation (FIGC).

Multinational oil and gas company Shell is using motorsport as a platform to showcase its products.

White goods manufacturer Beko last month agreed a one-year renewal of its title sponsorship of Italian basketball’s Serie A for the 2015-16 season as the company continues to deliberate over its sponsorship strategy.