Italian Football Federation gives green light to Serie A sleeve partnerships

The Italian Football Federation (FIGC) has given its approval for Serie A clubs to sign shirt sleeve sponsorship deals.

The FIGC made the announcement yesterday (Tuesday), in response to a unanimous request from Serie A clubs, but did not specify when the change will be introduced.

Serie A clubs will be permitted to sell up to 100cm­­2 of advertising space to a commercial sponsor on the left sleeve.

Serie A clubs can already sell up to 350cm2 of advertising space on the front of the shirt to no more than two brands, and up to 200cm2 of advertising space on the back of the shirt – underneath the number – to one brand.

The move will see Serie A join Ligue 1, LaLiga, the Bundesliga and the Premier League in allowing shirt sleeve sponsors.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.