The Serie A may be known for tactical brilliance and iconic stadiums, but off the pitch, the real game is commercial — and shirt sponsorships are the prime arena.
In 2024, Inter lead the league with a lucrative deal from Betsson worth €30 million/year, followed closely by Juventus and their dual partnerships with Jeep & Visit Detroit.
Here’s a look at the full Serie A kit sponsor leaderboard:
| Club | Sponsor | Annual Value |
|---|---|---|
| Inter | Betsson | €30M |
| Juventus | Jeep & Visit Detroit | €28–30M |
| Fiorentina | Mediacom | €25M |
| Milan | Emirates | €19M |
| Roma | Riyadh Season | €12.5M |
| Napoli | MSC | €9M |
| Atalanta | Lete | €5M |
| Bologna | Saputo | €4M |
| Torino | Suzuki | €2.25M |
| Monza | Motorola | €2M |
| Parma | Prometeon | €1.4M |
| Udinese | Bluenergy | €1.2M |
| Genoa | Pulsee | €1.2M |
| Lecce | Deghi | €1M |
| Verona | 958 Santero | €1M |
| Empoli | Computer Gross | €0.8M |
| Como | Uber | €0.7M |
| Venezia | Cynar | €0.6M |
| Cagliari | Regione Sardegna & Moby | Undisclosed |
| Lazio | – | No Main Sponsor |
What This Tells Us
- Commercial maturity varies widely across Serie A clubs.
- Some clubs punch above their on-pitch weight (see Fiorentina’s €25M/year from Mediacom).
- Lazio — a club of European pedigree — has no main shirt sponsor, signaling missed opportunity.
The Shift in Sponsorship Dynamics
Brands are no longer just buying space — they’re investing in storytelling, global alignment, fan economy access, and data-backed returns. As rights holders evolve from local clubs to global entertainment properties, the commercial value is directly tied to strategic packaging and positioning.
Need Strategic Sponsorship Advisory?
We help clubs, rights holders, and brands:
Identify hidden revenue opportunities
Craft premium sponsorship packages
Navigate the growing demand for ROI-focused partnerships
Build sponsor narratives that convert
Whether you’re a Sport Property looking to upgrade your kit sponsor or a brand looking to enter European football, we’ll help you cut through the noise and drive real value.
