Italian train operator Trenitalia has signed a deal with Lega Serie A for the naming rights for the Coppa Italia and Supercoppa Italiana.
The Frecciarossa brand name will be attached to the titles of both events starting with the second knockout rounds of the Coppa Italia Frecciarossa next month, with the Supercoppa being played in Milan on 12 January.
Lega Serie A CEO, Luigi De Siervo, commented: “This important partnership is the result of the repositioning of the Coppa Italia that began this season after the introduction of a new and more competitive format of the tournament which, for this very reason, has generated an increase in revenues from the sale of rights to new domestic and international broadcasters.”
Saudi Arabia had originally been the preferred venue for the Supercoppa between Scudetto winners Inter and Coppa Italia champions Juventus, but for that to happen a deal had to be struck regarding broadcast rights. When that wasn’t achieved, Milan’s Giuseppe Meassa stadium became the match venue.
“We are particularly satisfied with this partnership,” noted Luigi Corradi, CEO and General Manager of Trenitalia. “We are getting closer to many football fans in order to tell them about the commitment of Trenitalia and Frecciarossa for an authentic sustainable and integrated mobility.”
Additionally, Frecciarossa’s sponsorship of the Coppa Italia and Supercoppa Italiana is for the 2021/2022 season only, but the train operator will also become the travel partner of the Serie A TIM and eSerie A TIM for the next two years.
“In addition, the agreement with Lega Serie A is also of fundamental importance at a time when the Country is restarting, and the train, a green vehicle par excellence, is at the centre of a new model of shared and collective transport,” Corradi added.
In 2019, Coca-Cola became the title sponsor of the Supercoppa Italiana following the purchasing of the competition’s naming rights from the Serie A, which changed its name to the Coca-Cola Supercup for the 2019/2020 season.