Italy’s Serie B seeks out new sponsorship opportunities

Lega Serie B has agreed a five-year partnership with RCS Sport in a bid to introduce new marketing initiatives to the second tier of Italian football.

The event management and media company will serve as Lega Serie B’s exclusive marketing partner for the four seasons spanning 2013-14 to 2016-17.

The two parties will form a new marketing group entitled the ‘Breakfast Club’, which will involve the centralisation of some of Serie B’s key commercial rights.

Lega Serie B president Andrea Abodi said that initial plans under the partnership include the offer of a sponsorship contract providing branding space across the back of all 22 Serie B clubs’ shirts – an opportunity he added is unique amongst major European leagues.

Lega Serie B will also attempt to sell centralised sponsorship deals for Serie B teams’ shorts.

Bwin currently serves as the title sponsor of Serie B, but Abodi said three companies are in contention to replace it in the role from 2013-14. A decision over a new partner is due to be made in the coming days.