Philadelphia Italia, the Italian subsidiary of the Mondelēz International Group-owned cheese brand, has become the official partner of Italian soccer’s Serie A for the ongoing 2023-24 season.

The partnership includes visibility on sideline LED screens during the Supercup and the Coppa Italia Final, highlights of all Serie A matches on the Lega Serie A Youtube channel and app being presented by Philadelphia, and Philadelphia being the title sponsor of the Coach of The Month and Coach of the Year awards.

Silvia Bagliani, president and chief executive of the Mondelēz International Group in Italy, added: “This agreement marks a significant milestone in our ambition to be a leader in communications through the integration of valuable partnerships into the marketing plans of our brands. We firmly believe that the synergies we will create together with Lega Serie A will lead to new and engaging experiences for our consumers and strengthen the connection between Philadelphia and all football fans in Italy."

The deal comes after Serie A approved contracts covering broadcast deals in multiple European territories for its next cycle.

Contracts were agreed on covering broadcast deals in Belgium, Germany, Austria, Switzerland, and the Balkan area in December, while the process covering Germany, Austria, and Switzerland (DACH), began at the end of August and kicked off the overall process.

The process is being handled directly by Serie A, in a significant change to its previous method of going through the Infront agency.

These updates came after the 20 Serie A teams voted deals through in Portugal, the Czech Republic, Slovakia, Hungary, Albania, Kosovo, Israel, and the Netherlands, in late November.