Italian soccer’s top-flight Serie A has launched a new exclusive partnership with banking services and payments firm Bancomat which will span the remainder of the current 2024-25 campaign, and run through the 2025-26 season also.
The multi-year deal will see Bancomat become an official partner of the league, as well as its Coppa Italia knockout cup competition and the annual Supercoppa Italiana super cup.
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Bancomat will gain prominent sponsorship visibility across Serie A, Coppa Italia, and Supercoppa Italiana fixtures, on Serie A’s social media and digital channels, and at fan-centered activations.
Speaking on the partnership Bancomat chief executive Fabrizio Burlando explained why the brand is leveraging soccer’s popularity in the country, stating: “After the recent launch of our new brand, football allows us to communicate directly with millions of Italians, accompanying them in the moments of sharing and belonging that only this sport can create.”
Serie A chief executive Luigi De Siervo continued: “We will support Bancomat in its repositioning process not only by launching initiatives for fans through our digital platforms, but also by dedicating decisive moments of our matches to them, as Bancomat does every day with millions of people through reliable and timely services."
This is the most recent in a string of new deals and renewals for Serie A, most recent of which has been the league’s new collaboration with digital-focused soccer venture Kings League.
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By GlobalDataThe two entities will work together around collaborative events, content, and activities in a partnership that could pre-empt Kings League’s launch in Italy.
De Siervo expanded on the recent slate of deals the league has signed, adding: “Since we started the relaunch of Serie A, the number of our partners has more than doubled, because we have been able to build new intellectual properties creating further opportunities of involvement for the fans, for the clubs and for the partners themselves through projects specific to their identities.”
In January De Siervo was re-elected to serve his third term at the helm of the 20-team league after 17 of the sides voted in favor of his return, while three returned blank ballots.
The league's CEO was first elected as such in December 2018, before being re-elected for his second term in 2021.
Before 2018, he served as chief executive of the Infront Italy division of the heavyweight sports marketing agency.
Since 2021, de Siervo has come under criticism in some quarters over issues such as the league's recent media rights sales process (which has seen a markedly different format used to the last tender), and also the hosting of the annual Supercoppa Italiana four-team tournament (expanded under de Siervo’s watch) in Saudi Arabia.
In March 2023, a deal was struck between Serie A and authorities in Saudi to ensure that the country would stage the tournament in 2024, 2025, 2028, and 2029.
Signing a long-term deal like this to continue staging the tournament outside Italy has provoked criticism from various quarters, including media and fan groups.
This re-election comes soon after the Italian soccer league's clubs elected a new president.
In late December, the league voted in Ezio Simonelli as its new president, replacing Lorenzo Casini.
