Lega Serie B Agrees To 5-Year Deal With Event Management, Media Company RCS Sport

Lega Serie B has agreed to a five-year deal with event management and media company RCS Sport "in a bid to introduce new marketing initiatives to the second tier of Italian football," according to SOCCEREX. RSC Sport "will serve as Lega Serie B's exclusive marketing partner for the four seasons" spanning '13-14 to '16-17. The two parties will form a new marketing group entitled the "Breakfast Club," which will involve the centralization of some of Serie B's key commercial rights. Lega Serie B President Andrea Abodi said that "initial plans under the partnership include the offer of a sponsorship contract providing branding space across the back of all 22 Serie B clubs' shirts" -- an opportunity that he said is unique amongst major European leagues. Lega Serie B will also attempt to sell centralized sponsorship deals for Serie B teams' shorts, while the Gazzetta dello Sport newspaper -- part of the RCS group -- "will serve as the project's media partner" (SOCCEREX, 7/24).