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Peroni adds Serie A rivals to sponsorship portfolio

Italian brewing company Peroni has furthered its Serie A partnership portfolio by agreeing deals with city rivals Genoa and Sampdoria.

Terms of the deals, brokered by the Infront Italy agency, were not disclosed, but Peroni will serve as the official beer of the two clubs.

Peroni already holds similar agreements with fellow Serie A teams AC Milan, Inter Milan and AS Roma.

“It is a pleasure to present this partnership, an agreement that goes beyond a mere sponsorship,” Sampdoria marketing director Marco Caroli said.

“Thanks to the collaboration with Birra Peroni, we intend to improve the services that the stadium can offer to fans and sponsors, while ensuring high standards of quality and tradition.”