The 2025/26 Serie A season began last weekend, showcasing not only the action on the pitch but also the growing financial and commercial strength of Italy’s top league. Just before the opening match, the Sporteconomy Jersey Sponsor Index reported record-breaking figures for shirt sponsorships. The total value has already surpassed €218.9 million and is projected to reach €250 million by the end of the season.
Serie A Kicks Off: Billions in Sponsorships and the Rise of Infotainment Brands
Infotainment Brands Take Center Stage
One of the most notable developments this season is the rapid expansion of infotainment—a sector combining information, entertainment, and interactive gaming. Although Italy’s Dignity Decree (2018) banned direct gambling advertising, companies have found creative ways to maintain a presence in football through alternative platforms.
Seven clubs are currently partnered with infotainment brands:
- Bet365 Scores (Pisa, Udinese, Torino, Cagliari, Napoli)
- Betsson.sport (Inter Milan)
- AdmiralBet.news (Parma)
- Betway Scores (Fiorentina)
Together, these deals are worth about €38.5 million, confirming infotainment as a fast-growing tool in sports communication and marketing. Among them, Bet365 Scores has pursued the most aggressive strategy, expanding partnerships across both Serie A and Serie B. Its latest sleeve sponsorship with Cagliari underscores its ambition to strengthen influence in Italy by engaging fans with live data and digital content.
Sponsorship Rankings by Club
- AC Milan: Leads the league with sponsorships worth €40.5 million, thanks to Emirates, MSC Cruises, and Bitpanda.
- Inter Milan: Ranks second at €38.5 million, largely supported by Betsson.sport.
- Juventus: Comes third with €37.5 million, boosted by its renewed deal with Jeep.
- Fiorentina and Sassuolo: Complete the top five with €27.5 million and €18 million, respectively.
Combined, the top five clubs attract €162 million in sponsorship—accounting for 75% of the league’s total.
A Future-Ready League
The sponsorship boom highlights Serie A’s renewed stability and competitiveness in the European football market. Average investment per brand has climbed to €3.89 million, up from €3.17 million last season. Key sectors driving growth include food, infotainment, and banking.
Although the season has just begun, the off-pitch activity sends a clear signal: Serie A is more than a football competition—it is a powerful economic and media platform. While fans celebrate the first goals of the campaign, sponsors have already secured an early victory, propelling Italian football into a new phase of growth.
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