€542m in Serie A Sponsorships

Reports indicate that Italian football clubs are missing out on approximately 60 million euros annually, which is about 10% of their current sponsorship revenues. This shortfall is due to reliance on traditional valuation models that focus only on the media visibility of brands, limiting clubs' ability to generate additional value from their commercial assets. It is expected that sponsorship investments in Serie A will increase from 492 million euros in 2024 to 542 million euros in 2026, with a growth rate exceeding 10% over the next two years. The current gap presents opportunities to boost revenues through more customized valuation of commercial rights, leveraging untapped assets such as digital content and hospitality, and tapping into the large fan base of around 25.6 million supporters within Italy. This enables clubs to enhance their revenues from existing assets and better capitalize on sponsorship opportunities.

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