Lega Serie A to market sponsorship spaces for VAR and goal-line technology

The Lega Serie A will commercialise sponsorship spaces for the video assistant referee (VAR) and goal-line technology (GLT) "in the next few years," according to SportBusiness in an interview with Michele Ciccarese, commercial and marketing director of the Italian body, published on 19/01/2021.

"Our main job has been to clearly define the sponsorship inventory, create new layers and add value within it. The perfect partner for VAR and GLT is a global brand with a strong brand equity that want to exploit football's potential through TV graphics, global visibility and a powerful innovation-related storytelling," explained Michele Ciccarese.

The Serie A TIM could thus become the first European league to market sponsorship spaces for VAR and GLT.

The Lega Serie A aims to offer eight categories of sponsors in the coming years: four title sponsors for the competitions (Serie A, Supercoppa Italiana, Coppa Italia and the eSerie A), the "official partner" category, "official timekeeper", "official technology partner" and the "official monthly most valuable player (MVP) Partner" (the best…