Italy: disagreement between the Lega Serie A and Juventus over the marketing of 3D signs

The renewal of the naming agreement concluded between the Lega Serie A and TIM, brand of the Italian telecommunications group Telecom Italia, for the 2018-2021 cycle, on 26/07/2018, includes the displaying of the brand on 3D signs, visible on screen to the left and right of each goal during TV broadcasts.

At the General Assembly of the Lega Serie A, held at its headquarters in Milan (ITA) on 26/07/2018, the first division clubs were called to vote for or against the naming agreements concluded by the league for the Serie A, the Coppa Italia and Supercoppa Italiana, as well as youth team competitions (see below).

18 clubs voted for, one abstained (SSC Napoli) and Juventus FC voted against, revealed the Italian media La Gazzetta dello Sport, on 26/07/2018. The Turin club refused the naming agreement with TIM as it believes that the 3D signs are individual sponsorship spaces for each club. Juventus reportedly stated during the minutes of the meeting that it refused to give power to the Italian league to market these sponsorship spaces on its behalf.

According to La Gazetta dello…