How much do Serie A companies earn from their technical sponsors?

Contracts with technical sponsors are, after television rights for matches, the main source of income for a Serie A club, and even in the 2023/24 season, the importance of signing with high-level sports brands has been emphasized to maximize their profile. The hierarchy has remained largely unchanged, with the top Serie A teams dominating in terms of revenue from their sponsorship contracts. In first place in this ranking we find Juventus, thanks to its agreement with adidas that has been in place for a decade and was renewed in 2018 for the following eight years, for a total of 408 million euros. Last season, the Bianconeri earned around 46 million euros from the German brand, making them by far the team with the most lucrative sponsorship contract.

The podium is completed by the two Milan teams, with Milan and Inter respectively earning 25.2 and 21 million euros from PUMA and Nike to wear their sports gear and clothing. Both Milanese clubs have increased their revenues, getting closer to Juventus and widening the gap with the other competitors. The figures are obviously the fixed amounts of the signed contracts, with a variable percentage that could increase the total income. A similar agreement is in place between AS Roma and adidas, which pays the Giallorossi 5 million euros per year plus a percentage on shirt and merchandise sales. This amount will increase further, as AS Roma could move up a tier in the hierarchy of clubs sponsored by the Three Stripes, as demonstrated by the recent launch of the Bring Back Collection.

On the other hand, Napoli, under Aurelio De Laurentiis, has taken the opposite approach. After terminating their sponsorship agreement with Erreà in 2021, they have chosen to produce their own kits and team clothing in-house, with the support of EA7. This puts them at the bottom of the ranking without any real revenue from a sponsorship contract, but earning the entire amount from each item sold through the club's various channels. This is a radical difference compared to their competitors, but it is not surprising given President De Laurentiis' unique approach.