Parma, Como and Venice are not the typical newly promoted teams

Each new season of Serie A begins with some changes among the twenty teams competing for the title. Some of them, however, are more interested in trying to stay in the top league rather than aiming for the top spot: they are the newly promoted teams, more focused on the bottom of the standings than the top. However, not all newly promoted teams are the same. In recent seasons, in fact, the teams coming from the second division have shown ambitions, planning and resources worthy of their more renowned rivals. And never like in this Serie A, the three teams that have arrived - Parma, Venice and Como - seem determined to turn their season into something more than just a cameo appearance. All three are united not only by having made the jump together, but also by having three international owners who have decided to invest in cities and teams with strong appeal in Italy and around the world. They have also recently signed new technical sponsorship contracts with the three most important brands in the football landscape, an unprecedented move for lower-ranked teams in Serie A, demonstrating a larger and more ambitious plan than just avoiding relegation.

Parma - PUMA

Parma, among the three, is the only one that has not changed its technical sponsor for Serie A, having already signed a contract with PUMA at the beginning of the 2022/23 season, strongly desired by President Kyle J. Krause. A partnership that has brought the ducal team back to the glory of the early 1990s, when as a newly promoted team they reached Europe, telling one of the most beautiful tales in Italian football. Now the same brand wants to start again from where it left off, from an ambitious and international team, but aware of its tradition and its belonging to the city. Parma, together with Milan, is the only team in Serie A to have PUMA as its technical sponsor, a testimony to the great attention that the new ownership has dedicated to the aesthetic profile of the club. The current season's jerseys mark a return to the classic style of Parma Calcio, with the Home jersey featuring the Maja Crozäda design and the Away jersey featuring the famous yellow and blue horizontal stripes, paying homage to both the long-awaited return to Serie A and the centenary of the Tardini Stadium, the stage for the greatest ducal successes.

Como 1907 - adidas

In a surprise move at the beginning of July, Como announced that adidas would be the new technical sponsor for the new Serie A season. A choice that confirmed the great ambitions of the Hartono presidency, linked to one of the richest families in the world, and to the new coach Cesc Fàbregas. Thus the Como brand, already widely valued by the splendid location on Lake Como, acquires a new element of internationality thanks to the Three Stripes, which had already found a place on the blue jersey from 1982 to 1991. A return in great style, which has already given us two Home and Away jerseys with the colors of the lake, taking up in the lower part of the design the same pattern that we had seen in previous seasons, symbolizing the moving water. Thanks to its wealthy presidency, the international faces that have already joined the club, from Fabregas to Henry, and a transfer campaign of old glories and last-minute champions, Como presents itself for the new Serie A season with the clean clothes of a contender.

Venezia - Nocta (Nike)

In recent seasons, Venezia FC has gone through all the phases of a football club in Italy. First the restyling that changed the way jerseys were communicated and told, then the unexpected promotion, the subsequent relegation, the corporate crisis, the change of coach and the great comeback that brought the lagoon team back to Serie A. In the meantime, the technical sponsor has also been replaced, with the unexpected arrival of NOCTA, a sub-label of Nike managed by Drake, replacing Kappa, which had created some of the most beautiful jerseys for the Venice team. An absolute surprise for at least two reasons: the first is obviously the interruption of the relationship between Venice and Kappa, one of the partnerships that has finally made the relationship between football and fashion mature. The second is the arrival of NOCTA for the first time in the world of professional football, an arrival that has in fact saved Venice from financial ruin and has given new life to the project led by President Duncan L. Niederauer. For now, the Home jersey made by NOCTA is much simpler and more traditional than the previous ones worn by the team, but the collaboration could really soon give us unprecedented collections for Italian football.