Italian Football Federation approves Serie A sleeve sponsorships

Following the request of all of Italy’s top flight clubs, The Italian Football Federation (FIGC) is moving forward with plans to allow Serie A sides to utilise sleeve sponsorship deals.

The proposal could potentially expand the shirt sponsorship opportunities for Italian sides, allowing them to promote four partners on their official matchday shirts.

In an official statement, the league stated: “Sponsorship advertising is allowed on the front of the shirt, on the back of the shirt (under the number) and on the left sleeve of the shirt; the total area occupied by advertising must not exceed 650 cm2.”

It comes after clubs in the English Premier League, the German Bundesliga and La Liga have all benefited from the sponsorship expansions that come with sleeve advertising this season.

However unlike in other European nations, Italy is moving to implement a complete ban on gambling advertising and sponsorships, a blanket rule which will come into force at the start of 2019.

Detailing new sponsorship and advertising regulations, the Italian coalition released “Dignity Decree”, which stated: “Any form of advertising related to games or wagering with winnings of money, however carried out and by any means, including sporting, cultural or artistic events, television or radio broadcasts, daily and periodic press, publications in general, billboards and internet.”

Significantly to Serie A sides, the report goes onto outlined: “The explanatory report adds that the ban “also applies to sponsorships and all forms of content communication promotional not counted among the usual tabular advertising messages and includes the visual and acoustic citations and the superimpression of the name, brand, symbols, activities or products that promotes gambling or betting.”

That being said, sports clubs and media partners have been granted a ‘transition period until 30 June 2019’, when it comes to the implementation of the “Dignity Decree”.