Following are the organisations acting as official sponsors and partners of the Serie A—the premium men’s club football competition of Italy—and enjoying a strong branding presence across its physical and digital assets for the 2024/25 season.
Partners
Enilive
Enilive, an Eni company dedicated to mobility products and services, announced in February 2024 that it would act as the title sponsor of the Serie A starting with the 2024/25 season and cover two additional terms.
Through the partnership, Enilive has also pledged to contribute to the world of football by introducing sustainable mobility solutions.
Frecciarossa
High-speed train Frecciarossa, owned by Italian train operator Trenitalia, has been acting as a Serie A partner for a long time. Most recently, in February 2024, the two extended their partnership for another two seasons, with the former retaining its naming rights agreement. The renewal is reportedly worth €5 million annually.
The current deal is set to run until the end of the 2025/26 season and makes Frecciarossa the league’s official travel partner.
Electronic Arts
Electronics Arts, an American multinational video game developer and publisher, announced signing a multi-year partnership agreement with the Serie A in September 2021.
Having begun with EA Sports FIFA 22, the exclusive agreement includes 14 licensed teams to the video game series now known as EA Sports FC. It also includes exclusive rights to Serie A activations, including the league’s in-game integration as well as sponsorship of its Player of the Month award.
1xBet
Online betting company 1xBet came on board as the presenting partner of the Serie A after agreeing on a multi-year partnership agreement ahead of the 2018/19 season.
The initial three-year deal made 1xBet the league’s International Presenting Partner, covering Europe, Africa, the Middle East, North Africa, and the Americas. The 1XBet logo thus featured in all match graphics and virtual goal mat advertising during all live Serie A broadcasts.
The two parties last signed a contract renewal deal in 2023.
Puma
German sportswear giant Puma and the Serie A announced a long-term partnership in March 2022.
As per the deal, Puma has acted as the league’s official technical partner since the start of the 2022/23 season, also acting as the official match ball provider for Serie A, Primavera 1, Coppa Italia, Supercoppa Italiana, and eSerie A games.
Panini
Modena-based Italian publishing company Panini has been a long-term sponsor of the Serie A.
The Panini Group and football go back a long way. For many decades, Panini has created trading cards based around football players, making “Panini” a very common word among many football-mad households.
Panini’s partnership with the Serie A gives the company image rights to the league’s players to feature in its trading cards collections.
Philadelphia
Philadelphia, a brand of the Mondelez International Group, announced signing a partnership agreement with the Italian top division in December 2023.
The partnership includes visibility on LEDs on the sidelines during the Supercoppa Italiana and Coppa Italia finals, as well as highlights of all Serie A matches on the Lega Serie A YouTube channel and the league’s official app, which is “Presented by Philadelphia”.
Philadelphia also acts as the title sponsor of the league’s Coach of the Month and Coach of the Year awards.
OneFootball
OneFootball, a German football media company, signed an exclusive multi-year rights deal with the Serie A in July 2022.
The deal has given fans around the world, for the first time, the chance to purchase, own, and trade moments from the Serie A, Coppa Italia, and Supercoppa Italiana as digital video moments since the start of the 2022/23 season. OneFootball thus acts as the official video moments partner of the Serie A.
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