Enilive, the sustainable energy subsidiary of Italian energy company Eni, has secured title sponsorship rights to Italian men’s soccer’s top-tier Serie A until the end of the 2026-27 season.
The deal ends a longstanding partnership between Serie A and current title sponsor telecommunications giant TIM, which has held the designation since the 1998-99 season. Its latest contract, however, ends after the ongoing 2023-24 campaign.
Under the new agreement, the top flight of Italian soccer will be known as the Serie A Enlive from 2024-25.
Citing sources close to the deal, news outlet Reuters reported that the agreement is worth €22 million ($23.6 million) and includes an option to extend for a further two seasons. TIM has been paying €20 million per season during its current contract, which started in 2021.
As part of the partnership, Enilive said it hopes to create awareness of its sustainable mobility solutions across Europe.
Enilive has a network of over 5,000 service stations across Europe and is aiming to provide decarbonized services and products, including electric charging, HVOlution biofuel, bio-LPG biomethane, and car sharing services.
In a statement, Enilive said the new partnership would make “the company and its brand close to all Italians, showing the transformation it represents for the millions of customers who regularly visit our extensive network of service stations.”
The new agreement comes after it was reported last month that Serie A was exploring possible alternatives to TIM as a title sponsor for the next commercial cycle, including a bid from Eni.
The Coppa Italia, the domestic men’s knockout competition, is yet to formally announce its title sponsor for the next commercial cycle, however, Italian news outlet Calciomercato has today reported the tournament has renewed its agreement with major train operator Frecciarossa for another three years.
Their current contract is due to end after the 2023-24 season.
EA Sports, the sports arm of the global video game giant Electronic Arts, meanwhile, was the title sponsor for this season’s Supercoppa Italia, the annual fixture between the Serie A champions and the Coppa Italia winners. Freciiarossa held the designation for the 2022-23 season’s match.
In terms of the other major men’s European soccer leagues, Spain’s LaLiga changed their title partner at the start of this season, switching from Banco Santander to the EA Sports brand of Electronic Arts.
TIM, meanwhile, was also previously the title sponsor of the Serie A Femminile women's competition, only for eBay to snap up those rights in July.