Italian car insurance provider ConTe.it has struck a deal to become the new title sponsor of Serie B, the second tier of club football in the country.
The agreement will run for three years, from the 2015-16 season through to the end of the 2017-18 campaign.
Under the deal, the competition will be known as Serie B ConTe.it.
In addition to title sponsorship of the league, ConTe.it will work with Serie B on a range of communications projects and supporter initiatives.