Udinese Calcio: PromoTurismoFVG (regional tourist board) main shirt sponsor for 2023-2026

PromoTurismoFVG, the tourist office of Friuli-Venezia Giulia, a region in north-east Italy where the city of Udine is located, has become a main shirt sponsor of Udinese Calcio (Serie A TIM) for three seasons (2023-2026) in order to promote tourism in the region, according to the club on 21/08/2023. The words "Io Sono Friuli Venezia Giulia" were displayed on the front of the club's kit during their first league match of the 2023-24 season (3-0 loss to Juventus FC on 20/08/2023).

The organisation succeeds Dacia, a Romanian car brand belonging to Renault Group, the Italian club's main shirt sponsor for the 2009-2023 cycle. Dacia announced that it would not extend its agreement beyond the 2022-23 season on 23/06/2023. Dacia had also held the naming rights to the Stadio Friuli (then named Dacia Arena) since its inauguration in 2016-17, and paid an estimated total of €2.5m per season to Udinese Calcio. The agreement with PromoTurismoFVG does not cover the stadium's naming rights, and no other brand has acquired these rights as of 21/08/2023.

"This partnership will allow tourism in Friuli…