Italy: technical sponsors of main Serie A football clubs 2017, by partnership value

Technical sponsors represent a relevant revenue source for football clubs. In 2017, the value of Juventus sponsoring partnership by Adidas was 23.2 million euros. The brand Puma ranked second a with 12 million euros, partnership with AC Milan, while Inter Milan was sponsored by Nike through a deal of 9.3 million euros.

Revenues from sponsors

Commercial partnerships with brands generate revenues not just in the Serie A TIM. All other football leagues profit from sponsors too. In Italy, between 2013 and 2017, the revenues from sponsors and commercial activities for professional football increased from 374 to 525 million euros.

Revenues from media rights

Revenues from sponsors are dwarfed by the revenues generated by TV and radio rights, which had a value of 1,400 million euros as of 2019. These revenues increased by roughly 360 million euros, compared to 2012. TV rights also generated profits for the national football team, which gained revenues of 23 million euros in 2016.