July 4 – Serie A’s Udinese Calcio has signed Italian snack manufacturer Crich as their Official Training Kit Partner for the 2025/26 season, expanding their commercial portfolio with a regional brand ahead of what is expected to be a financially cautious campaign.
The agreement will see Crich branding appear on Udinese’s training and pre-match kits throughout the season. While no financial terms were disclosed, the move aligns with Udinese’s recent efforts to secure stable, locally anchored commercial partnerships as part of a broader revenue diversification strategy.
Based in north-east Italy, Crich operates in the food manufacturing sector and produces biscuits, wafers, and crackers. The company, which has pushed to highlight sustainability and nutritional variation in its product line, is seeking increased visibility in the domestic market through the tie-up.
With Italian football still navigating the aftershocks of the pandemic and an ongoing gap in broadcast income compared to others in Europe’s Big 5 leagues, local sponsorships like these have taken on renewed importance.
Udinese’s collaboration with Crich is expected to feature across digital campaigns and matchday activations throughout the season.
“We’re happy to expand our collaboration with a brand that stands for Italian excellence in their sector,” said Franco Collavino, general manager of Udinese Calcio. “Both Crich and Udinese Calcio share values and visions based on tradition, quality, and innovation. Having their brand appear on our training kits represents a bond between two companies who have deep ties to their local areas and who are keen to achieve ambitious results.”
Contact the writer of this story, Harry Ewing, at moc.l1751641627labto1751641627ofdlr1751641627owedi1751641627sni@g1751641627niwe.1751641627yrrah1751641627