Italian-Swiss cruise ship operator MSC Crociere has agreed a deal to become an official partner of Serie B, the second tier of club football in Italy.
The one-year deal will run throughout the duration of the 2014-15 season and has been agreed with Lega Serie B – the league’s governing body.
Under the agreement, MSC will benefit from branding placement on pitchside advertising boards and official Serie B marketing material.
In addition, clubs in Serie B will have the opportunity to host corporate and sponsorship events on MSC cruise ships.
MSC already has a presence in the Italian football market through partnerships with a number of Serie A top-tier clubs.
Leonardo Massa, MSC country manager in Italy, said: “We continue to have an intense involvement in football and, thanks to this new partnership, we will be in direct contact with Serie B fans across 13 regions and 21 provinces.”