US agency signs shirt sponsorship deal with Fiorentina

Fiorentina has become the latest Italian Serie A football club to fill its back-of-shirt sponsorship space through a deal with US creative agency Dream Loud.

Terms of the deal were not disclosed, but the Dream Loud brand made its debut on Fiorentina’s shirt for Sunday’s 1-0 Serie A defeat at Lazio (pictured).

Dream Loud owns and manages the 4EverBrand, which aims to unite successful artists, cities and places of historical interest. In Italy it debuted in 2013 with Orvieto4Ever and will expand in 2019 with Florence4Ever at Fiorentina’s Stadio Artemio Franchi.

Fiorentina’s deal means that AC Milan and Sassuolo are the only Serie A clubs that have yet to sign back of shirt sponsors for this season.

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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.