Birra Moretti returns to its roots with Udinese

Italian Serie A football club Udinese has struck a sponsorship deal with beer brand Birra Moretti.

The agreement will run until the end of the 2020-21 season. As part of the deal, the beer will be available in all areas of the club’s Dacia Arena, including the club house.

Birra Moretti was founded in the club’s home city, Udine, in 1859.

Udinese’s general manager, Franco Collavino, said Birra Moretti was “a brand that we are strongly linked with”, stretching back generations. A particular focus will be placed on match-day activations, he added.

Birra Moretti marketing manager Valentina Simonetta added: “On the eve of an important birthday, 160 years old, it seemed right to return to our roots with a project that we are passionate about – football.”

Stadio Moretti, which took its name from the local brewery, was Udinese’s home from 1920 until 1976, when the club moved to its current stadium.