Two-thirds of Serie A teams seek a new jersey sponsor

Serie A teams are starting to present their jerseys for next season, while others will be released shortly, in many cases showing a novelty compared to the past championship, namely the jersey sponsor. This is because as many as two-thirds of the teams in the upcoming Serie A are looking for a new jersey sponsor, having broken off partnerships or due to the end of contracts. Inter and Roma removed DigitalBits from their jerseys already during the season and now find themselves looking for a new partner. For Roma, a partnership with Toyota (already present in their training kits) seems increasingly possible, while for Inter there is talk of Qatar Airways and Turkish Airlines. In addition to these two clubs currently without sponsors, in general, there are no less than 11 teams with sponsorship contracts expiring in 2023, four in 2024 and only one in 2025 (AC Milan). An exception to this sponsorship landscape are the two clubs with the company name of their owners (Fiorentina-Mediacom, Sassuolo-Mapei).

The crisis in the cryptocurrency market also led Lazio to seek a replacement for Binance, not renewing a contract expiring on 30 June with the Chinese company. Another team that might change sponsor is Bologna, which currently has the logo of the car sales platform Cazoo printed on its shirts, a company that has meanwhile announced its decision to abandon all sports sponsorship.

It is not certain either that Napoli will continue its adventure with Acqua Lete, the historic sponsor may in fact make way for another long-standing Napoli partner such as MSC Crociere. In the past few days, Dacia has announced that it will not renew its contract with Udinese, after no less than 17 seasons with the Friulians. 

Fiorentina and Sassuolo will continue with the companies of their respective owners, a discourse that would also involve Juventus, which after having presented the new jersey with Jeep seems to be evaluating alternatives to the car company given the contract expiring in 2024. Empoli, Salernitana, Lecce, Torino and Atalanta are other of the teams that see the end of their sponsorships in 2023, as well as the newly promoted Cagliari, Frosinone and Genoa, which could look for new names to help them stay in Serie A. Verona and Monza have one more year with Sinergy and Motorola, Milan even two. The discourse related to sponsors is interesting if only because it influences the aesthetics of the shirts, but in the coming months it will be curious to see if the trend of temporary sponsors will be consolidated, as happened for Inter, who chose Pramount+ only for the last championship game and for the historic Champions League Final.