Italy: Coca-Cola (beverages) acquires the naming rights to the 2019-20 Supercoppa Italiana

The Coca-Cola Company, an American beverage manufacturer, has become a partner of the Lega Serie A and has acquired the naming rights to the 2019-20 Supercoppa Italiana which becomes the "Coca-Cola Supercup", according to the the Italian body on Twitter on 17/12/2019.

The Italian telecommunications operator Telecom Italia (TIM), naming rights holder of the men's and women's Serie A - via TIMvision, a competition organised by the FIGC - as well as the Coppa Italia (see below), was the title sponsor of the Supercoppa Italiana until 2017-18. TIM's renewal for the naming of the Serie A TIM (2018-2021) on 23/04/2019 did not include the rights to the Supercoppa Italiana.

The naming rights for the Coppa Italia and the Supercoppa had been granted to Frecciarossa ("Red Arrow"), the high-speed train service belonging to the Italian rail company Trenitalia, according to trans-alpine media on 26/07/2018. The agreement was reportedly terminated by the Italian government one week after the beginning of the contract. Thus, in 2018-19, the Supercoppa Italiana did not have a naming partner.

2019-20…