The Paramount Global media giant has continued its policy of signing short-term front-of-shirt sponsorship deals with Italian soccer clubs about to compete in tournament finals, through a tie-up with Atalanta.

That deal, unveiled by the Bergamo club yesterday (May 14), has been struck ahead of Atalanta playing in two finals later this month - the Coppa Italia today against Juventus, and in the UEFA Europa League pan-continental competition on May 22. Paramount currently holds rights to Italian soccer’s top-tier Serie A in the US.

The Paramount+ logo of the premium streaming service will appear on the team’s shirt during both those matches.

Paramount+ also featured as a front-of-shirt sponsor at the end of last season for Inter Milan, with that deal covering the club's appearance in the final of the 2022-23 UEFA Champions League. That agreement was understood to have been worth around €4 million ($4.3 million).

Indeed, Paramount then signed up as the team’s shirt sponsor for 2023-24, after previous incumbent DigitalBits missed various payment deadlines.

Paramount holds Serie A rights in the US and shows games through its CBS Sports network in a deal running until the end of 2023-24 later this month - no deal covering 2024-25 has as yet been unveiled, however.

Atalanta, meanwhile, has had RadiciGroup, the chemical intermediates and polyamide producer, as their primary shirt sponsor this season - occupying the chest position for the team’s home kit and the front-of-shirt position for their away strip.

For the Europa League final, in which Atalanta will take on Germany’s Bayer Leverkusen, coverage in Italy will be available free-to-air on state broadcaster Rai, with Atalanta’s involvement triggering a clause in the regulations of the country’s Authority for Communications.

Broadcast regulations in Italy require pay-TV broadcasters to partner with a free-to-air broadcaster to make events relevant to the national interest accessible to the public.

The 2023-24 Europa League final has been deemed as such due to the presence of Atalanta, with no Italian side having won the competition since Parma in 1999 when it was called the UEFA Cup under a different format.

The competition’s final will also still be broadcast on pay-TV's Sky Italia, which holds the rights for all UEFA club competitions in Italy through 2027 (with this game being the last of the 2021-24 cycle), and streaming service DAZN.

The final, to take place in Dublin, will be covered live by the primary Rai 1 channel.