New sponsor and logo for Italian soccer federation
Poste Italiane, the Italian postal service, has signed up as a new top sponsor of the national soccer team ahead of the 2018 World Cup finals.
The deal was announced at the same time that the FIGC, the Italian football federation, unveiled a new logo, which will make its debut on the team's iconic blue shirts in the World Cup qualifier against Macedonia in Turin on Friday.
Poste Italiane joins the top tier of 'Azzurri' sponsors that also includes kit provider Puma, Telecom Italia Mobile, Fiat and Eni.
The company is already a prominent supporter of Italian sport, with PosteMobile, the subsidiary mobile virtual network operator, serving as the title sponsor of the Lega Basket Serie A, the country’s top basketball league.
Matteo Del Fante, the chief executive of Poste Italiane, stressed the synergies of the deal, pointing out that 1.5 million Italians visit its post offices every day, which is equivalent to the number of FIGC members.
The new logo presented at a ceremony at the Maxxi art museum in Rome incorporates four stars to represent Italy’s four World Cup triumphs, and the word Italia, with a more modern design than the crest introduced after it last lifted the trophy, in Germany in 2006.
Meanwhile, Hugo Boss, the German fashion brand, has been named as a new sponsor of leading Serie A club AS Roma.
Under the two-year deal, the club’s players, coaches, management and technical staff will wear formal suits and casual wear provided by the company.