UEFA Europa League champions Atalanta have unveiled Italian water company Acqua Lete as their new shirt sponsor in a three-year deal.
The deal will see the brand's logo feature on the front of the Serie A soccer club's shirts in all matches from the upcoming 2024-25 season.
Acqua Lete will serve as Atalanta's primary sponsor in all competitions, including Serie A, the Coppa Italia, the Italian Super Cup, and the UEFA Champions League.
RadiciGroup, the chemical intermediates and polyamide producer, was the Bergamo-based club's primary shirt sponsor for much of last season - occupying the chest position for the team’s home kit and the front-of-shirt position for their away strip.
However, the Paramount Global media giant signed a short-term front-of-shirt sponsorship deal with Atalatnta for its Paramount+ streaming service to feature on its kit for the Coppa Italia and Europa League finals.
Earlier this week, Atalanta announced a partnership renewal with the RadiciGroup to maintain its chest position on the club's shirts in Serie A and the 2025 Supercoppa Italiana.
Meanwhile, EA Sports, the sports arm of video game developer Electronic Arts, and AS Roma have agreed an exclusive multi-year partnership.
The deal entails Roma’s men’s and women’s teams being fully integrated into the FC 25 video game, including in FC Mobile and FC Online.
This marks the first time Roma’s women’s team, who won last year's Italian league championship and Coppa Italia, have been in the game.
The club had previously been partnered with EA’s competitor Konami, the Japanese video game company.
The deal represents EA Sports's second with an Italian side this week after announcing a similar partnership with Napoli.
Elsewhere, cryptocurrency APU Apustaja has been named as Udinese's new sleeve sponsor.
The global partnership will involve APU’s logo being prominently displayed on Udinese players’ jersey sleeves, LED panels in Udinese’s stadium during home matches, as well on social media, interview backdrop branding, and tickets to matches for promotional activities.
Additionally, APU.com will be partnering with Udinese to promote and spread sustainability initiatives.
The deal adds to Udinese owners the Pozzo family’s crypto partnership portfolio, with the family’s other club, English Championship club Watford having signed Dogecoin as Watford’s sleeve partner in 2021.
