August 28 – With betting sponsorships currently scheduled to be outlawed in Italy in January, the Italian Football Federation (FIGC) has moved to open up new commercial opportunities for its clubs, allowing sleeve sponsorship position for the first time.
The clubs had requested the sleeve sponsorship restriction was lifted during one of its last meetings with the FIGC, and follows the move by Europe’s other big 5 leagues to release the commercial inventory. Both the Bundlesliga and the Premier League are in second seasons of having the sleeve position available.
No date has been given for the official sales release of the advertising slot but it could be before the end of this season. Sleeve patches in the Premier League have rapidly grown in value and demand since their launch for the 2017/18 season with Arsenal and Chelsea reportedly earning £10 million a season and Manchester United doubling that.
Italian clubs are already allowed to sell back of shirt sponsorships in addition to the front of shirt position.
Serie A said: “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.” The sleeve space available will be 100cm2.
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