Lega Serie B has agreed a five-year deal with RCS Sport in a bid to introduce new marketing initiatives to the second tier of Italian football.
The event management and media company will serve as Lega Serie B’s exclusive marketing partner for the four seasons spanning 2013-14 to 2016-17. The two parties will form a new marketing group entitled the ‘Breakfast Club’, which will involve the centralisation of some of Serie B’s key commercial rights. Lega Serie B president Andrea Abodi said: “Partnering with RCS Sport is an advanced form of marketing, which aims to penetrate and provide direct territorial contact with potential consumers.”
Abodi added that initial plans under the partnership include the offer of a sponsorship contract providing branding space across the back of all 22 Serie B clubs’ shirts – an opportunity he said is unique amongst major European leagues. Lega Serie B will also attempt to sell centralised sponsorship deals for Serie B teams’ shorts, while the Gazzetta dello Sport newspaper – part of the RCS group – will serve as the project’s media partner. Giacomo Catano, CEO of RCS Sport, said: “We have joined with one of the most innovative and advanced sporting institutions on the Italian scene and beyond. RCS Sport is in the market not only as an organiser of events, but as a consulting firm for selected partners, such as the Lega Serie B, which has shown to have a credible and solid reputation.”
Bwin currently serves as the title sponsor of Serie B, but Abodi revealed that three companies are in contention to replace it in the role from the 2013-14. A decision over a new partner is set to be made in the coming days.