Football clubs in Italy’s top-flight league Serie A will now be able to have sponsorship deals for their playing jersey sleeves.
The Italian Football Federation (FIGC) has given the approval after several Serie A clubs made a request during one of their recent meetings with the governing body of football in Italy.
The move will see Serie A join the other ‘Big 5’ European club football professional leagues – Premier League, Bundesliga, La Liga, Ligue 1 – to have provision for sleeve sponsor.
The clubs, in addition to a front-of-shirt and back-of-shirt sponsor, will now be permitted to sell a space of 10 cm2 on the left sleeve of their shirts. However, it has not yet been confirmed when the new inventory will open up to brands.
An official statement from Serie A read: “Sponsorship advertising is allowed on the front of the shirt, on the back of the shirt (under the number) and on the left sleeve of the shirt; the total area occupied by advertising must not exceed 65 cm2.”
Serie A clubs will now be able to rake in extra cash from sponsors and maximize their profits. Premier League permitted their clubs to sign sleeve sponsors in 2017-18. The top-flight English clubs have since then managed to increase their revenues by the way of lucrative sleeve sponsorship deals.
Manchester United’s $27.5 million per annum deal with Kohler is the most expensive sleeve sponsorship ever signed. Manchester City and Arsenal earn $12.9 million annually whereas Chelsea is believed to be netting $10.7 million form sleeve sponsorship.