International sports streaming service DAZN and Italian advertising firm Digitalia'08, owned by commercial broadcaster Mediaset Group, have announced a renewal of their advertising agreement for the top-tier Serie A soccer league until 2027.

This means that Digitalia'08 will continue to have the exclusive mandate to find advertising partners for Serie A while working with DAZN (the men's league's primary domestic broadcaster).

The previous deal ran through the 2021 to 2024 rights cycle, with the new tie-up aiming to produce higher revenue for the 20-team Serie A in the future.

Stefano Sala, president of Digitalia'08, has said: “The renewal of the collaboration with DAZN is the natural consequence of a winning and virtuous model that we have built together.

“A model that has made it possible to achieve important results in terms of advertising revenue, significantly expanding the number of companies interested in the football product, [and] bringing continuous innovation in advertising formats."

Stefano Azzi, chief executive of DAZN Italia, added: “We are very satisfied with the results we have achieved in the first three years, now we look ahead in view of the start of the new rights cycle which will continue to see us committed to the valorization of the Serie A product.

“Digitalia is the ideal partner to intercept the maximum value together and growth in the advertising market.”

DAZN holds the main package of Serie A rights for the 2024-29 Serie A cycle, through a deal struck last October. Sky Italia, meanwhile, will cover three fixtures per matchday.

Last month Portuguese sports broadcaster Sport TV announced it had secured the rights to air Serie A through to the end of the 2026-27 season.

Sport TV has broadcast the league, as well as its Coppa Italia and Supercoppa Italiana competitions, since 2015 when it took over from previous broadcaster BTV, with the latest deal to take its coverage of the league to over a decade in length. Sport TV last renewed its rights in 2021.