Italian Serie A football club Juventus has entered into a partnership with pasta manufacturer De Cecco.
The deal names De Cecco as a global partner of the Turin-based club. The length of the agreement was not disclosed but Francesco Fattori, chief executive of the De Cecco Group, said the two parties have signed a “long strategic partnership”.
De Cecco will benefit from TV-visible advertising exposure at the Allianz Stadium, as well as digital promotions and experiential assets.
Giorgio Ricci, co-chief revenue officer for global partnership and corporate revenues at Juventus, said: “We have an Italian DNA and we are among the representatives of Made in Italy abroad, so we are proud to welcome the De Cecco family to Juventus, which shares with us the will to continue to export ‘Italian excellence’ outside the national borders. This agreement once again shows the great attention to detail of Juventus in the association of partners with common objectives.”
Juventus begins the 2018-19 Serie A season on Saturday with an away match at Chievo.