Italy’s Trenitalia national train operator has renewed its partnership with Italian soccer’s Serie A to continue as the title sponsor of the annual Coppa Italia knockout cup competition for the next three seasons.

The new deal will see the competition continue to be known as the Frecciarossa Coppa Italia, named after Trenitalia’s Frecciarossa high-speed rail service, through the 2026-27 campaign.

Trenitalia will also continue as Serie A’s official travel partner, collaborating to offer special joint promotions for fans.

Luigi De Siervo, Lega Serie A chief executive stated: “The partnership with Frecciarossa has been synonymous with success, particularly in the renewed Coppa Italia, with record TV ratings and increasingly hard-fought and engaging matches on the pitch, thanks to which we have recorded an increase in the sale of television rights for the competition.”

The partnership began in the 2021-22 season, and the latest renewal is reportedly worth €6 million ($6.5 million) per year, representing an uplift from the previous renewal, worth around €5 million per season.

Before Trenitalia's involvement, the Coppa Italia had been sponsored by drinks giant Coca-Cola.

Frecciarossa has a strong presence in Italian sport, having also previously sponsored Italian soccer’s FIGC governing body, the Italian Rugby Federation, Italian Athletics Federation, cycling’s major Giro d’Italia race, and tennis’ Italian Open, among others.

The rail service has also partnered individually with major Italian teams such as AC Milan, Juventus, and Lazio.