Serie A club S.P.A.L. signs first shirt sleeve partnership

Italian Serie A club S.P.A.L. has upgraded its deal with pharmaceuticals brand Pentaferte to a three-year shirt sleeve partnership, for the rest of 2018-19 to 2020-21.

Pentaferte was previously a second-tier partner of the Ferrara-based club.

Gianluca Romagnoli, sales manager of Pentaferte, said the decision to ​​expand its partnership with S.P.A.L. was based on three factors: visibility with an important team; continuation of a link with the club and the club’s president; and the need to provide a greater sense of belonging with the city of Ferrara.

In the last month, three shirt sleeve deals have been signed by Serie A clubs. Along with S.P.A.L. and Pentaferte, Fiorentina has signed with advertising and digital communications group NGM (New Generation Mobile), and Empoli with Tuscan wine brand Tenute Piccini.

The Italian Football Federation gave its approval for Serie A clubs to sign shirt sleeve sponsorship deals in August this year.

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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.