The rise of infotainment

The most significant development is the growing presence of infotainment brands – a sector combining information and entertainment linked to the world of gaming. Despite the ban on direct gambling advertising introduced by the “Dignity Decree” in 2018, several companies have found ways to navigate the restrictions through alternative models. Seven clubs have signed deals with brands such as Bet365 Scores (Pisa, Udinese, Torino, Cagliari and Napoli), Betsson.sport (Inter), AdmiralBet.news (Parma) and Betway Scores (Fiorentina). Collectively, these agreements are worth €38.5 million, showing how infotainment is fast becoming a strategic tool for sports communication and marketing.

Particularly aggressive has been the strategy of Bet365 Scores, which has expanded its network of partnerships to five clubs across Serie A and Serie B. Its latest deal, signed with Cagliari as sleeve sponsor, underlines the company’s ambition to strengthen its presence in Italy while engaging fans with real-time statistics and digital content.

The sponsorship leaderboard

On the club side, Milan, under Gerry Cardinale, remains the outright leader: the Rossoneri shirt is valued at €40.5 million, thanks to deals with Emirates, MSC Cruises and Bitpanda. Inter follows with €38.5 million, driven by their main sponsor Betsson.sport, while Juventus completes the podium on €37.5 million, boosted by the return of Jeep. The top five also include Fiorentina with €27.5 million and Sassuolo with €18 million, highlighting a strong polarisation: the first five clubs alone attract 75% of total sponsorship investments, equal to €162 million.

A league looking to the future

The sponsorship trend confirms the growing solidity of Italian football’s commercial market, once again competitive on the European stage after years of uncertainty. The average investment per brand has risen to €3.89 million, compared with €3.17 last season, with the food industry, infotainment and banking leading the way.

The season has only just begun, yet the off-pitch dynamics already send a clear message: Serie A is not only a football competition but also a prime economic and media platform. And while fans enjoy the first goals of the campaign, the sponsors have already scored their victory, propelling Italian football into a new phase of growth.

This article was first published in Italian on 25 August 2025.