Italy

Linear audiences in most major European markets dropped significantly for the men’s Olympic 100-metre final compared to the last summer Games in Europe as its ‘appointment-to-view’ status has been diluted due to various factors.

Atalanta has profited from its rising commercial appeal on the back of winning the Uefa Europa League by landing a three-season shirt sponsorship with sparkling water brand Acqua Lete

Italian football giant AC Milan has struck a deal with US sports data and analytics firm Kraft Analytics Group (KAGR) as it bids to better understand consumer behaviour and grow its fan base, with a particular…

Italian public-service broadcaster Rai has acquired non-exclusive Serie A highlights rights for three years as it makes changes to its longstanding domestic football coverage

EA Sports needs to agree deals with just four further teams to control the video game licensing rights to all 20 clubs in the Italian top flight.

Euroleague Basketball has renewed its Italian rights deals with subscription broadcasters DAZN and Sky Italia but only for the 2024-25 season, having previously signed long-term deals in the country.

Uber has split its approach to its latest European football sponsorship deals, turning to its Uber Eats food delivery brand to sponsor Spain’s LaLiga but marketing its main ride-hailing app business in a shirt deal with Serie A side Como 1907.

Qatar Airways has expanded its relationship with Inter Milan by becoming the Serie A club’s new training kit sponsor, replacing online gaming operator LeoVegas in the role.

Soft drinks group Coca-Cola appears to have stepped back in time by attaching its masterbrand logo to the training kit and warm-up kit at Italian Serie A club SSC Napoli

 Como 1907 FC, which is returning to Serie A for the first time in more than two decades, has signed a multi-year kit supply deal with Adidas.

Inter Milan continues to stand out among its Serie A by leveraging training ground naming rights as a sponsorship asset via an expanded deal with Italian banking group BPER

ZDF delivered a huge audience share of 76.8 per cent for its live coverage of Germany’s clash with Denmark on Saturday evening during a weekend in which teams from four of Europe’s ‘big five’ markets were in action.

Inter Milan has announced a four-deal agreement with online betting and casino company Betsson to be its main sponsor with a 'sport infotainment brand' to feature on the club's shirts in a bid to circumvent Italy's rules on betting advertising.

Tyre manufacturer BKT continues to place its faith in sponsorship as a key part of its marketing mix after it signed an extension to its title sponsorship of Italy's second-tier Serie B

Global sports merchandising company Fanatics is to manage all merchandise for Juventus worldwide for the next decade as part of an extensive commercial deal with the Italian club

An anti-piracy operation in Italy has shut down platforms that were illegally streaming matches from the ongoing Uefa Euro 2024 to more than 1.3 million users.