Paramount+, the streaming service owned by the major US broadcast network, will once again feature as the front-of-shirt sponsor of Italian soccer giants Inter Milan after striking a deal covering the upcoming 2023-24 Serie A season.
The new deal will see the Paramount+ logo appear on the shirts of the men’s and women’s first teams, as well as the under-19s teams in all competitions throughout the season, after initially only signing up as the club’s back-of-shirt sponsor last month (June).
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However, its contract was upgraded in time for the club’s home kit launch yesterday (July 13). The 2023-24 Serie A season starts on August 20 and will end on May 26, 2024.
The new deal comes after Inter and Paramount+ agreed a short-term shirt sponsorship deal covering the club’s final league game against Torino and their UEFA Champions League final defeat to English giants Manchester City in June.
That agreement was understood to be worth around €4 million ($4.3 million) and was made after the club spent weeks without a front-of-shirt sponsor following non-payment issues with blockchain platform DigitalBits.
The firm reportedly missed payments worth €24 million in total.
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By GlobalDataDigitalBits had signed a four-year contract with Inter in the opening weeks of the 2021-22 campaign. That deal was initially for sleeve sponsorship rights until 2025, switching to front-of-shirt rights ahead of 2022-23.
Paramount holds Serie A rights in the US and shows games through its CBS Sports network in a deal running until the end of the 2023-24 campaign.
Earlier this week, Inter confirmed US sportswear giant Nike will continue supplying the team’s kits after renewing its agreement. That deal will see NIKE continue to design match and training kits for the men’s, women’s, and youth teams, as well as lifestyle collections.
Meanwhile, German car manufacturer BMW will remain as a premium partner and the automotive partner of Inter's city and Serie A rivals AC Milan after the pair renewed their agreement for another two seasons.
The renewal builds on a deal struck in 2021 that sees the pair promote sustainable transportation at the club and in society, as well as raise awareness of reducing carbon footprints.
Under the new deal, AC Milan said it will continue to work with BMW to create a series of joint events and initiatives to “connect and excite sport, cars, sustainability, and lifestyle enthusiasts.”
Massimiliano De Silvestre, president and chief executive of BMW Italia, said: “We're really proud of our partnership with AC Milan and this renewal is a natural consequence of all the hard work we've done together throughout the last two seasons.
“We're not only united by a passion for competition and the constant search for betterment but also by 360° sustainability, in terms of business, environmental impact, and society. We're both committed to doing our bit, and we will continue to do so together for the next two seasons”
Casper Stylsvig, AC Milan’s chief revenue officer, added: “Much like our Club, which connects and excites over 500 million supporters throughout the world, BMW is one of the most recognizable brands worldwide, and extends beyond the automotive sector.
“It is through partnerships such as this one that we are able to aspire to the appreciation of values for our brands on a global level, benefiting from strengths, knowledge, and one another's competencies.”
