Football is the most followed sport globally, which makes it a perfect opportunity for companies to promote their brand through sponsorships. Serie A clubs attract many sponsors, including shirt sponsors and shoes. Shirt sponsorships can be an important boost for club budgets.
Shirts of top Serie A clubs sell well all over the world. A simple logo on the shirt gets a lot of exposure and might have a huge marketing value. This article will highlight shirt sponsorships in some of the biggest Serie A clubs.
Juventus and Save the Children
The collaboration between Juventus and Save the Children started in 2018. Just recently, Juventus displayed the Save the Children logo on their shirts for the Serie A opener. The focus of this collaboration has been growth and education for younger generations. Save the Children is an organisation that was founded a century ago to fight for children at risk and guarantee them a future.
Juventus, on their part, are determined to combat educational inequalities and offer sporting and social support to younger generations. The two organizations have collaborated on many projects. For instance, Juventus supported and helped redevelop Save the Children’s Punto Luce in Turin. This educational centre was opened in 2021 and has helped over 500 children and 200 mothers.
Milan and Emirates
Emirates, one of the biggest airlines globally, has sponsored Milan since 2007. However, the prestigious shirt sponsorship did not come into play until the 2010-11 season. Emirates is Milan’s Principal Partner and Official Airline Partner. The “Fly Better” logo is featured on the men’s first team shirts. The logo is also on youth jerseys and all of Milan’s academies globally.
The partnership also provides Milan with signature Emirates branding on San Siro Stadium. Emirates branding has been visible on Milan’s shirts in more than 590 official matches. Emirates sponsorship is a testament to its commitment to the local community. It also exhibits its shared passion for sports and now supports other sports and tournaments like the Rugby World Cup, UAE Team Emirates and the ATP Tour.
Napoli and MSC Cruises
MSC Cruises has been partnering with Napoli since 2011. However, it was a secondary shirt sponsor up until 2023. In July 2023, the MSC Cruises partnership deal was elevated, and its logo moved from the lower chest area to the upper chest of Napoli’s first-team shirts.
The partnership has been evolving, and the ‘Everywhere Jersey’, a limited-edition jersey, was introduced in early 2024. This jersey shows a stylish map of where MSC Cruises ships dock: Dubai, Copenhagen and Miami.
Genoa CFC and Cepsa
Genoa Cricket and Football Club (Genoa CFC) has partnered with Cepsa, a Spanish energy giant, as their sleeve sponsor for the 2024-25 Serie A season. Cepsa seeks to gain from the hospitality and corporate advertising opportunities such a partnership provides.
Cepsa has been in the energy industry for more than nine decades and is now focusing on green energy. Genoa, on the other hand, returned to Serie A last season and had a good run, finishing 11th.
How Does It Look for The Other Top Leagues?
While gambling brands on shirts are very common in the Premier League, the mix in Serie A is much nicer. This might be connected with the fact that the UK is much more into online gambling. It would not surprise anyone to see a person next to you in a stadium placing bets on their mobile during the match or even playing Sweet Bonanza slot on casinodays.com. Furthermore, the Premier League is popular globally, explaining why many international brands are interested in getting their brand on the top club shirts.
In Italy, however, the audience is still more conservative and responsible. Hence, sponsorships are seen as an important part of the brand. Attracting sponsors from industries like gambling doesn’t seem like a popular thing to do for clubs that care about the feedback from their fans.
Serie A Sponsors Are As Diverse As It Gets
Serie A is one of the most competitive leagues in the world, which explains why a range of sponsors work with Italian teams. The diversity of sponsors shows how welcoming the Italian football clubs are. Serie A clubs can work with non-governmental organizations, energy sector players, airlines, and cruise lines.