The benefits of a lucrative shirt sponsorship deal are now more important than ever, especially considering the financial impact of the coronavirus pandemic.
But it isn’t all about money when it comes to shirt sponsors (although a very, very large part of it is), as it’s also about how this logo compliments the jersey. Indeed, some of the finest shirts down the years have become synonymous with a certain logo, helping create an aesthetic.
La Gazzetta dello Sport (via Sempre Milan) have now released the revenues each team in Serie A are receiving from their current shirt sponsorship deals. And while the total revenue for the league is up €5m from the year before to €169m, it’s still considerably behind the likes of the Premier League in this department.
But who is dominating when it comes to sponsorship deals and who is lagging behind?
Well, that’s not great, is it?
Lazio were made to end their partnership with MarathonBet in 2019 and have struggled to find a new partner since. However, this little sum of cash (y’know, relatively speaking) comes from a recent partnership agreement struck with Frecciarossa – a high speed train.
Sponsors: Ten, Iozzelli Piscine, Pediatrica
It’s not good if even Spezia are earning more with their shirt sponsorship deals. They partnered with food and beverage company Ten in 2019 and we’re still not sure exactly how, but it works.
Iozzelli Piscine – a swimming pool customisation and installation company – also feature on the sleeve and Pediatrica are advertised on the back, just to add to the organised chaos on the shirt.
Sponsors: Very Mobile, Ibsa
Sampdoria actually agreed a deal with Very Mobile in November for the 2020/21 campaign. After it was confirmed, it was said this was a particularly important collaboration at a time when football needed to be better connected with its fans.
IBSA also extended their back of shirt sponsor with the club in September.
Sponsors: San Vincenzo, Envi, Vumbaca, Biemme
Perhaps the main problem sponsors may have with Crotone is that kits such as the one above will almost certainly distract from the actual logos on the shirt….which is pretty tough to do.
Sponsors: Banca Sistema, Synlab, LeasePlan
Banca Sistema took over as Genoa’s main sponsorship partner for the 2020/21 campaign after their deal with Zentiva had ended.
Genoa’s sleeve sponsorship agreement with Synlab has also helped the club reach new heights with regards to their revenue.
Sponsors: IVPC, Rillo Construction, Pastificio Rummo, Don Peppe
Benevento didn’t hold back when they were promoted to Serie A, did they? The partnerships with Rillo Construction, Pastificio Rummo and Don Peppe all accompany the club’s main sponsor IVPC.
Well, it doesn’t exactly accompany it, but rather just clashes with….well, everything.
Sponsors: Sinergy, Winelivery, Trivellato, VertroCar
A partnership that is built on being ‘full of energy’, Sinergy have been associated with Verona since 2018/19 and they are now into their third successful season with the club.
Verona are also partnered with Winelivery as a co-sponsor, while Trivellato feature on the sleeve.
Sponsors: Cetilar, Old Wild West, Canovi, Viva la Mamma
PharmaNutra SPA Group initially started out as the medical partner to Parma before the Cetilar brand became the main sponsor of the shirt and was part of the club’s famous promotion to Italy’s top flight.
A partnership that has come a long way in a short space of time, with the brand and the club both benefiting from the deal.
Old Wild West – a burger and steak house franchise – became the second sponsor for the start of 2020/21, having previously been the back-of-shirt advertisement.
Sponsors: Dacia, Vortice, Prosciutto San Daniele, Bluenergy
With Udinese reaping the benefits of their partnership with Dacia, they agreed to a new three-year deal with the car manufacturer in September.
Dacia, along with Vortice, have helped provide a steady amount of revenue to support Udinese’s outlay in recent years.
Sponsors: Facile Ristrutturare, Selenella, Scala, Illumia
Bologna expanded their social and economic outreach as they took on four sponsors for the 2020/21 season, with Facile Ristrutturare (Easy Restructuring) the main partner.
The investments from these companies despite the impact of the COVID-19 pandemic were major strides forward for the club.
Sponsors: Regione Sardegna, Ichnusa, Arborea, Tiscoli
Sure, there are two large sponsors on the front of Cagliari’s shirt, but adidas produced three fairly stunning kits for the 2020/21 season…which just about cover up the logos.
Sponsors: Suziki, Beretta, N.38 Wuber, Edilizia Acrobatica
Well, Torino really haven’t held back with their shirt sponsors, have they?
Suzuki initially teamed up with Torino in 2013/14, joining as a commercial partner. But they became the club’s main sponsor for the start of the 2015/16 campaign.
Additionally, Torino consolidated their relationship with F.lli Beretta Group by adding 38 Wuber to the sleeves to accompany the Fratelli Beretta 1812 logo on the front.
Sponsor: Plus500, Radici, Automha, Gewiss
Plus500 teamed up with Atalanta in August, replacing RadiciGroup as the club’s main sponsor from the start of the 2020/21 season.
Plus500 had already partnered with BSC Young Boys and Legia Warsaw in 2020 prior to striking an agreement with Atalanta, while they are also the leading sponsor for Atletico Madrid.
It’s quite the lucrative deal for Atalanta, who also advertise Automha on the sleeves of their shirts and Gewiss on the back.
Sponsors: Lete, MSC Crociere, Kimbo
For many Napoli fans, €9m is nowhere near enough for the Lete and MSC Crociere logos to be dominating the front of the jersey.
The logos draw attention away from the actual beauty of the shirt, and instead we are often sucked into staring at the prominent writing in the centre.
Lete and Napoli have been partners since 2005, but gaining just €9m from three different sponsors is hardly spectacular, is it?
Sponsors: Fly Emirates
Milan extended their longstanding partnership with Fly Emirates in the summer by signing a new three-year deal with them to keep the airline on the front of their shirts.
A partnership that was initially brought about to help promote excellence, innovation, elegance and style, Milan will be staying with Fly Emirates until at least the end of the 2022/23 season.
Perhaps what is most exciting for Rossoneri fans, however, is that this new deal actually saw the club agree to take on other principal partners as well, meaning greater revenue down the line.
Inter and Pirelli – it just works, doesn’t it?
Whether it be with the black and blue strips, or the white changed kits, the Pirelli logo just doesn’t ever really seem to be out of place on the Inter shirt.
But with just €11m coming in from this iconic partnership, Inter are said to be keen to not renew their deal with Pirelli, which expires in the summer of 2021.
Let’s just enjoy it while we can, eh?
Sponsors: Qatar Airways, Iqoniq, Hyundai
After reaching the semi-finals of the Champions League back in 2018, Qatar Airways became Roma’s seventh shirt sponsor in their history, initially becoming the main sponsor of the men’s team.
They also agreed to become the main global partner of the Roma women’s team for the start of the 2020/21 campaign.
The colours of the logo have often complimented the jersey, making it one of the most appealing tops to purchase in European football.
Sassuolo? Third? Wait, what?
Well, it may come as a shock to see them so high up this list, but their sponsor just so happens to be the owner of the club – Mapei.
The stadium was also controversially renamed the Mapei Stadium back in 2013, but their budget has been steadily increasing in more recent times, resulting in better investments and a better chance of holding onto their star players.
Sponsors: Mediacom, Estra, Prima.it
Wait? Fiorentina now?
Yep, and you may be able to guess why this is the case. Mediacom founder Rocco Commisso bought Fiorentina in 2019, with the deal being valued at around €160m.
Commisso actually tried to buy Milan the year prior, with negotiations reaching the final stages before it ultimately fell through.
The simple yet stylish Mediacom logo features prominently on the front, while Estra is advertised on the sleeve and Prima.it is also on the back.
It’s not that much of a surprise to see Fiorentina this high anymore, is it?
Sponsors: Jeep, Cygames
Juventus top this list, and it’s not even close.
The Italian giants and Jeep are united not only by their style and design, but also by their desire to be the best as well as by their histories. There has already been a reworking of the agreement between the pair to hand Juve more money, and there are suggestions that talks over a new deal began immediately after this to extend their partnership further.
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