Lega Serie A, the organisers of the top division Italian football league, has extended its title sponsorship deal for Serie A with Telecom Italia – TIM. Meanwhile, the railway company Trenitalia has come on board as the new main sponsor of the Coppa Italia and Supercoppa Italiana.
The deals are for three seasons spanning between 2018-19 and 2020-21 and both the deals are reportedly expected to fetch $23.5m (€20m) per season.
The Italian telecommunications company will continue to remain the title sponsor of Serie A until the end of the 2020-2021 season. The brand will also serve as the title sponsor of all the “Primavera” competitions organized by Lega Serie A.
Trenitalia’s high-speed rail line, Frecciarossa, will become the main sponsor of Coppa Italia and Supercoppa Italiana.
According to the Italian dailies Gazzetta Dello Sport and Corriere Dello Sport, TIM will pay $17.5 million (€15m) per season for its rights, with Trenitalia’s package worth $5.8 million (€5m) per season.
Pietro Scott Jovane, Chief Commercial Officer at TIM, “With this agreement, TIM consolidates its commitment to football, the most loved sport in Italy, thus confirming the longest lasting sponsorship initiative of a sports league.”
“Football is entertainment and social aggregation, as well as healthy competition: values that TIM treasures while daily involved in the process of digital transformation of the Country.”
Gaetano Miccichè, Lega Serie A Chairman, said, “We are happy to continue the twenty-year partnership with TIM for the next three seasons. With TIM we have always experimented innovative forms of sponsorship, and the one that opens up will be an exciting three-year period in which we will start together new projects to enhance our brands”.
Reports, earlier this month, have suggested that Korean electronics giant Samsung and Trenitalia were both in the fray to replace TIM as Serie A’s main sponsor.
The fixture list for the 2018/19 Serie A season has been released and will see the reigning champion Juventus featuring new signing Cristiano Ronaldo for his Italian debut.