Serie A 2025/26 Sponsors
Here, we look at the organisations enjoying a strong branding presence across the physical and digital assets of Serie A, the top flight of men’s professional club football in Italy, as its official sponsors and partners for the 2025/26 season.
Title Partners
Enilive
Enilive, an Eni-owned company dedicated to mobility products and services, announced in February 2024 that it would be the title sponsor of Serie A starting with its 2024/25 edition for a period of three seasons.
Through the partnership, Enilive aims to contribute to the world of football by introducing increasingly sustainable mobility solutions.
Frecciarossa
High-speed train Frecciarossa, owned by the Italian train operator Trenitalia, has been serving as a partner of Serie A for a very long time. Most recently, in February 2024, the two extended the naming rights agreement for another two seasons.
The current agreement is worth €5 million annually, with Serie A president Lorenzo Casini having claimed in Italian media that this number marked a 30% increase on the previous deal.
Having originally come on board as the competition’s naming rights sponsor, this deal with Frecciarossa’s parent company, Trenitalia, runs until the end of the 2025/26 season and includes designation as Serie A’s official travel partner.
Electronic Arts
Electronic Arts, the American video game developer and publisher, and Serie A announced a multi-year partnership in September 2021. EA Sports, Electronic Arts’ sports video games division, thus gained the title sponsorship rights for the Italian Supercup (Supercoppa Italiana).
Beginning exclusively with EA SPORTS FIFA 22, the agreement included 14 exclusively licensed teams out of 20. EA Sports FIFA has since been rebranded to EA Sports FC.
International Partner
1xBet
Online betting firm 1xBet became the presenting partner of Serie A after signing a multi-year partnership deal ahead of the 2018/19 season. The two parties last signed a contract renewal agreement in 2023.
As part of the current agreement, the 1xBet logo is displayed during broadcasts of Serie A matches. In addition, 1xBet also collaborates with the league on offline and online programmes.
Official Ball
PUMA
German sporting goods giant PUMA and Serie A announced a long-term partnership in March 2022.
The deal makes PUMA the official technical partner of the Italian top flight and the official match ball provider for all games in Serie A, Campionato Primavera 1, the Coppa Italia, the Supercoppa, and eSerie A.
Global Licensee
Panini
Modena-based Italian publishing company Panini is a long-term sponsor of 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 Serie A gives the company image rights to the league’s players to feature in its trading cards collection. Panini also enjoys a strong branding presence across Serie A’s physical and digital assets.
Official Partner
Philadelphia
Philadelphia, a cream cheese brand owned by Mondelez International, announced signing a partnership agreement with the Italian top flight in December 2023.
The partnership entails visibility on pitch-side LEDs during the Supercoppa Italiana and the Coppa Italia finals, as well as during highlights of all Serie A matches on the Lega Serie A YouTube channel. The official Serie A app is also officially presented by Philadelphia, which also serves as the title sponsor of the league’s “Coach of the Month” and “Coach of the Year” awards.
In December 2024, Mondelez renewed its Philadelphia partnership with Serie A for two more seasons, extending the deal through the 2025/26 season.
Bancomat
Bancomat, an Italian inter-bank network, and Lega Serie A announced a two-season Official Partnership agreement deal in January 2025, covering the 2024/25 and 2025/26 seasons.
The partnership covers Serie A, the Coppa Italia, and the Supercoppa Italiana, providing Bancomat with significant branding visibility through digital channels, in-stadium assets, and fan engagement initiatives.
Volkswagen
In August 2025, German automaker Volkswagen and Serie A announced a partnership, which made Volkswagen the official automotive and technology partner of the league.
As part of this multi-year agreement, which kicked off with the start of the 2025/26 season, Volkswagen enjoys a strong presence on television, digital, and in-match broadcast assets of the league.
Bazr
In May 2025, Serie A signed a three-year sponsorship deal with Bazr, a social commerce app, to launch a new fan engagement platform going into the 2024/25 season.
This partnership is aimed at enabling fans to purchase game-used match balls and other memorabilia through Bazr, with the deal also involving a revenue share from sales on the platform. In addition, Bazr looks after some sponsorship rights previously held by Socios.com, a crypto fan token platform.
Innovation and Technology Partner
Iliad
In August 2024, Serie A and Iliad, an Italian telecommunications company, announced a multi-year partnership, which made the latter the Official Innovation & Technology Partner of the Italian top flight.
As part of this agreement, Iliad’s branding is to appear on all VAR reviews and goal-line technology snapshots during Serie A broadcasts. The league’s technology and VAR centre in Lissone has also been renamed the “Iliad International Broadcast Centre”. The partnership also entails carrying out ticket giveaways for Serie A matches as part of its marketing efforts.
