June 9 – Italy’s Serie A and telecoms giant TIM have extended their partnership with a new three-season deal, taking the sponsorship deal beyond the 25-year mark.
The financial teams of the deal were not disclosed, but the previous agreement was worth a reported €15 million a year.
The extension is to include title sponsorship of the eSerie A esports tournament, while TIMVision will be the main sponsor of the Primavera youth competition. TIM said that during the sponsorship it will enhance the fan experience of Serie A as it introduces new 5G innovations.
TIM has already agreed to contribute €1 billion towards DAZN’s acquisition of the main package of Serie A’s domestic rights, with the former contributing around €340 million a year. That deal will give TIM exclusive access to Serie A content
Brand value
In a recent survey of most loved brands in Italy, Lega Serie Amakes it into the top 10, ranked eighth. The ‘LoveBrands’ survey conducted by Talkwalker, looks at” brands that have been able to conquer and be appreciated by Italians”.
Top of the ranking is Armani, followed by Parmigiano Reggiano, Ducati, Gucci, Prada, and Bulgari. Serie A is highlighted by Talkwalker marketing exec Francesco Turko as “Describing a ‘best case’ in the world”.
Lovebrands Italian ranking:
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