The technical sponsorship market in Serie A, the top tier of the Italian football league, is worth a combined €118.6 million, according to an assessment by The figure, which does not include commercial sponsorships, was calculated based on the deals between the different Serie A clubs and the nine sports brands that supply the clubs’ technical kits. By the number of partnerships, Macron leads as the kit supplier to five clubs, including Bologna, Hellas Verona, Lazio, Sampdoria and Udinese. Kappa follows with four clubs, including Benevento, Fiorentina, Genoa and Napoli. Four other brands partner with two clubs each, including Joma (Atalanta and Torino), Nike (Rome and Inter), Puma (AC Milan and Sassuolo) and Adidas (Cagliari and Juventus). Finally, three brands partner with just one club. These include Erreà (Parma), Acerbis (Spezia) and Zeus (Crotone). In terms of contract value, Adidas tops the ranking through its €51 million per season deal with Juventus. This deal began in 2015 and will run at least until the 2026/2027 season.